Types of UGC content: which video formats exist

UGC is not one format but a whole palette of videos for different tasks. Understanding the types helps brands set a precise brief and creators shoot what is really needed. If you are not yet familiar with the format, start with the basics in What UGC is.

Product review

The most common format: a creator shows and comments on a product "as in real life". It fits almost any niche and works well on product cards and in performance advertising.

Unboxing

The emotion of first contact with a product: opening the packaging, first impressions. It creates a sense of anticipation and suits new products and gift sets well.

Testimonial

A real customer story about the problem the product solved. One of the most convincing formats, because it is built on social proof and genuine experience.

Before / after video

Visibly shows the result of use — especially strong in beauty, care, fitness and cleaning. A before/after result is often more convincing than any words.

Tutorial / how-to

Shows how to use a product step by step. It lowers the purchase barrier ("I'll figure it out") and reduces returns, because the customer sees right away how everything works.

Scripted clip

A short story with a hook, built around a specific ad idea. The most flexible format for paid advertising, where holding attention in the first seconds matters.

Product-card video

Short demos for a site and marketplaces that show a product from every angle. They help a buyer decide and raise trust in the listing.

Which format to choose

It all depends on the task: for social proof — a testimonial, for a result — before/after, for ads — a scripted clip, for a listing — a demo. It is often worth ordering several formats and testing which sells better. For what content works best, see Content that sells.

Want to order UGC in the right format? Learn how it works, or sign up on UGC Create and describe the task — creators will match a format to your goal.