UGC content

What is a UGC video - and why does it perform so well?

UGC video is an abbreviation for User-Generated Content video - video content created by ordinary users or content creators, rather than professional production companies. And that's why UGC video is one of the most effective formats in digital marketing today.

Why does UGC video work so well?

UGC work because they feel real. In a world of polished ads and influencer collaborations, it's authenticity that stands out. Users trust real people sharing their experiences more than brands praising their own products.

When a potential customer sees a UGC video, they think: "That could be me." And that feeling is the key to driving engagement and conversions.

Statistics show:

• UGC have on average 4x higher click-through rates than classic ads.

• Brands that use UGC in their campaigns often experience an increase in ROAS (Return On Ad Spend).

• Viewers rate UGC as 2.4x more authentic than brand-produced content.

What characterizes a good UGC video?

An effective UGC video is built around a personal experience and a strong narrative. It's not just about showing a product - it's about showing how it's used, why it's loved and what problems it solves.

A good UGC video typically contains:

• A strong hook: Something that stops scrolling for the first 2 seconds.

• Personal story: The user shares their experience or issue.

• Product in use: Not a fancy commercial - just real use.

• Social proof: E.g. "I've recommended it to my friends."

• CTA: A call to action, such as "Check out the link in bio."

UGC video in Denmark, Sweden and Norway

In Scandinavia, we are seeing a significant growth in the use of UGC video - among e-commerce brands, SaaS companies and local startups. The main benefits are:

• Cheaper production: You don't need a film crew - just a dedicated creator.

• Faster testing: With UGC you can quickly test different hooks and angles.

• More engagement: Users engage more often with "real" content.

How to get started with UGC video

If you want to start using UGC video in your marketing, here are three simple steps:

1. Find creators that match your target audience - authenticity is more important than follower numbers.

2. Give them a good brief - preferably a scene-by-scene script that gives them direction without limiting their personal style.

3. Test and iterate - make multiple versions and see what performs best.

Conclusion

UGC isn't just a trend - it's the future of digital marketing. It's the format that connects brands and customers in a way that feels real, present and trusting. If you want to create results that both convert and build relationships, UGC video is a great place to start.