Table of Contents
- Why Authentic UGC Is Your Secret Weapon in Marketing
- Stepping Away from "Brand Voice"
- UGC Impact vs Traditional Ads
- Start with the End in Mind: What’s Your Goal?
- Pinpoint Your People: Creator and Customer
- Write a Brief That Inspires, Not Restricts
- Finding and Vetting the Right UGC Creators
- Evaluating Potential Partners
- How to Craft an Outreach That Actually Gets a Reply
- Tell a Story People Can See Themselves In
- Keep the Tech Simple for Authentic Results
- Scaling Your UGC Strategy for Maximum ROI
- Squeeze Every Ounce of Value from Your Content
- Common Questions About Making UGC
- How Much Should You Pay for UGC?
- Do You Need a Contract?

Do not index
Do not index
At its core, creating User-Generated Content (UGC) is all about capturing real, honest customer experiences. The most straightforward approach has always been to ask your happy customers to share videos or photos of them using your product, and then, with their permission, you share it.
Why Authentic UGC Is Your Secret Weapon in Marketing
Before we dive into the how with Dalm, it’s important to first get why this type of content is such a game-changer. Let's face it, today's shoppers are sharp. They're tired of glossy, over-produced ads and can spot a sales pitch from a mile away.
Authentic, peer-to-peer content slices right through that skepticism. It builds a kind of trust that polished brand messages just can't buy. Think of it as the digital version of a friend's recommendation—it just hits differently and carries so much more weight.
It all comes down to social proof. UGC feels real because it is real, and it gives potential buyers the confidence they need before they click "add to cart." The numbers don't lie, either.
A massive 93% of marketers have seen UGC outperform their traditional branded content. This makes sense when you learn that nearly 6 in 10 consumers consider it the most authentic form of marketing out there. You can dig deeper into these UGC statistics to see the full picture.
Stepping Away from "Brand Voice"
What makes UGC so potent is its perspective. It shows your product living in the wild, being used and loved by actual people. This shift from a brand's narrative to a customer's story is what makes it so incredibly persuasive.
For example, your brand can talk all day about how comfortable your new running shoes are. But a short, unedited video of a real runner crossing a 10k finish line with a smile on their face? That's what truly sells the experience.
This is exactly why figuring out how to make UGC has become a core skill for modern marketers, not just a nice-to-have.
The table below breaks down just how differently UGC performs compared to old-school advertising.
UGC Impact vs Traditional Ads
This quick comparison shows why real customer content is so much better at building trust and getting people to act.
Metric | User-Generated Content (UGC) | Traditional Branded Content |
Trust Factor | High – Seen as an unbiased peer recommendation. | Low – Perceived as a biased sales pitch. |
Authenticity | High – Showcases real-world use and experiences. | Low – Often feels staged and overly polished. |
Engagement | Very High – Sparks genuine conversation and shares. | Moderate – Often viewed passively. |
Purchase Influence | Strong – Provides social proof that drives decisions. | Weak – Can create awareness but rarely closes the deal. |
It's clear that UGC connects on a human level that branded content simply can't replicate.
Knowing how to create this content means you’re doing more than just making ads. You're building a community and assembling a library of powerful stories that sell for you. This guide is all about showing you how to do just that with Dalm, turning those authentic moments into your most effective marketing campaigns.
Alright, let's get into the nitty-gritty of making a UGC campaign that actually works. Great UGC doesn't just happen by magic; it all starts with some smart thinking upfront.
Before you even touch a camera or write a script, you have to lay the groundwork. This is the part that separates the campaigns that flop from the ones that fly.
Start with the End in Mind: What’s Your Goal?
First things first, what are you actually trying to achieve here? Seriously, get specific. Your goal changes everything about how you'll approach the project.
Are you looking for hard sales from a paid ad? Or maybe you just need some powerful social proof to sprinkle on your product pages. It could even be a broader goal, like just getting your brand name out there.
Think about it: a video designed to drive immediate sales needs a super clear call-to-action. On the other hand, if you're chasing brand awareness, you'll probably focus more on making something entertaining and shareable, without the hard sell. Nailing this down now saves a ton of headaches later.
My Two Cents: Don't skip this step. A clear goal is your compass. Without it, you're just making noise. With it, you're building a real asset for your business.
Pinpoint Your People: Creator and Customer
Once your goal is set, you need to get crystal clear on who you're talking to. This isn't just about your customer, but also about finding the right creator who can reach them authentically. Don't just settle for basic demographics like age or location.
You need to go deeper. What are their pain points? What kind of content do they binge-watch on a Friday night? Understanding their world is the key to creating something they'll actually care about.
For example, if you're a skincare brand, you'd want to find creators known for their honest, #unfiltered reviews. Their audience trusts them because they show real skin, not a perfectly airbrushed face. That kind of perfect alignment is what builds trust and makes people believe in your product.
Write a Brief That Inspires, Not Restricts
A solid creative brief is your best friend. It’s the map that guides your creator to the destination without dictating every single turn. You want to give them direction, not a rigid script. A great brief is a partnership.
Here’s what I always include in mine:
- The "Big Idea": What is the one thing you absolutely need the video to communicate? Keep it simple. Something like, "Our protein powder is the only one that mixes perfectly smooth, no clumps."
- Must-Have Talking Points: Give them 2-3 key benefits or features you want mentioned. Let them say it in their own words, though! This is crucial.
- Visual Guardrails: Be clear about any visual do's and don'ts. For instance, "Make sure the product packaging is easy to read" or "Please don't film in a messy room."
- A Simple Call-to-Action: Tell the creator exactly what you want viewers to do. "Tap the link in my bio to grab yours!" is direct and effective.
This structure gives the creator enough freedom to be themselves, which is what makes UGC feel real, while still making sure you get a video that hits all your key business goals.
Finding and Vetting the Right UGC Creators

The success of any UGC campaign hinges on the people you bring on board. It’s not about finding just anyone; it’s about finding creators whose personal style and audience genuinely mesh with your brand. The goal is content that feels like a natural recommendation from a friend, not a clunky, forced advertisement.
So, where do you start looking? Your best bet is to dive right into platforms like TikTok and Instagram. Smart hashtag research is your secret weapon here. Forget generic tags like
#ugccreator
—that's where everyone is looking. Instead, dig deeper with long-tail keywords that fit your niche, like #skincareforacne
or #veganproteinreview
. This simple trick helps you find creators who are already passionate and knowledgeable about your specific corner of the market.And don't forget to look in your own backyard. Your existing customer base is often a goldmine of untapped talent. Take some time to browse your tagged posts and mentions. You might be surprised to find people creating fantastic content about your products just because they genuinely love them. These are your best brand advocates.
Evaluating Potential Partners
Once you've shortlisted a few creators, the real work begins. Finding them is the easy part; making sure they’re the right fit is what separates a good partnership from a great one. This is where you need to look past the vanity metrics.
When you’re digging into their profiles, here's what really matters:
- Content Authenticity: Does their content feel real? You're looking for creators who are unapologetically themselves. Their videos should feel less like a polished commercial and more like a FaceTime call with a trusted friend.
- Audience Engagement: The comment section tells a story. Are people asking real questions? Is the creator actually in there, responding and building relationships? That's a huge sign of a loyal and trusting community.
- Video and Audio Quality: While UGC is meant to be raw, the basics still count. Pay attention to their work. Is the audio clear? Is the lighting decent? Is the camera work stable enough to watch without getting dizzy?
A creator with 1,000 highly engaged followers who hang on their every word is infinitely more valuable than one with 50,000 passive viewers. Always prioritize the quality of the community, not just its size.
How to Craft an Outreach That Actually Gets a Reply
When it's time to reach out, remember this: personalization is everything. These creators get bombarded with generic, copy-pasted DMs every single day. If you want to stand out, you have to show you've done your homework.
Mention a specific video of theirs you enjoyed and explain why it made you think they’d be a perfect collaborator for your brand. This small gesture shows you respect their craft and aren't just spamming a list. Keep your tone professional but friendly, clearly lay out the opportunity, and invite them to a more detailed chat. It’s a simple approach that makes all the difference.
Alright, let's get to the good stuff: making a UGC-style video that actually gets people to take action. It's way simpler than you might think. We're not aiming for a Hollywood production here. The real magic is in creating a genuine connection and getting your point across clearly.
The first three seconds are absolutely critical. You have to stop the scroll. The best way to do that is with a compelling hook. Think about a provocative question like, "Are you still wasting money on...?" or maybe a surprising visual that makes people do a double-take. You can also just state a common problem directly. Whatever you do, don't bury the lead.
Your call-to-action (CTA) is just as important, but it needs to feel natural. Forget the aggressive "Buy Now!" It just screams "AD!" Instead, try something more conversational. Something like, "If you want to check it out for yourself, I put the link in my bio!" feels less like a hard sell and more like a helpful tip from someone they trust.
Tell a Story People Can See Themselves In
Beyond the hooks and CTAs, the heart of great UGC is a good story. The most powerful videos I've seen take the viewer on a quick but relatable journey. A simple and incredibly effective framework for this is the classic problem-solution-result model.
Here’s how it works:
- The Problem: Kick things off with a struggle everyone recognizes. Picture a creator trying to mix a lumpy protein shake or fighting frizzy hair on a humid day. It’s real, it’s frustrating, and it’s relatable.
- The Solution: This is where your product comes in as the hero. Show it in action, solving that exact problem. Don’t just hold up the product; demonstrate how it makes life better in a real-world setting.
- The Result: End on a high note with the positive outcome. Show off that perfectly smooth shake or the sleek, frizz-free hair. This is the social proof that makes people think, "I need that."
This infographic below gives you a bird's-eye view of how to organize the entire process, from idea to final video.
As you can see, figuring out your goals and guidelines before you start collecting content is a total game-changer. It sets you up for success from the get-go.
Keep the Tech Simple for Authentic Results
Here’s a secret: you don’t need a fancy camera. In fact, a smartphone often creates content that feels more authentic and trustworthy. That said, a few simple tweaks can make your video look and sound better without losing that genuine vibe.
Good lighting is non-negotiable. Your best bet is to film near a window with plenty of natural light. If you're stuck filming at night, a basic ring light can save you from those grainy, unflattering shadows. For audio, just find a quiet spot. The built-in mic on most new smartphones is surprisingly good as long as you kill the background noise.
My Two Cents: The goal isn't perfection; it's authenticity. A video that feels real and trustworthy will always, always outperform a polished ad that feels staged.
This focus on what's real directly translates to sales. Brands that get UGC right see an average increase of 29% more web conversions than campaigns without it. This isn't surprising when you learn that 79% of people say UGC highly impacts their purchasing decisions. As you can find out from detailed breakdowns of how UGC impacts consumer behavior on WiserNotify.com, mastering this skill is a direct path to growing your business.
Scaling Your UGC Strategy for Maximum ROI
So you've created a few killer UGC-style videos. That's a great first step, but the real magic—and the real business growth—happens when you scale. Turning those one-off wins into a reliable marketing machine is how you achieve a serious return on investment.
Before a single video goes live, you have to handle the legal side. I can't stress this enough: always secure clear usage rights from your creators. It's a non-negotiable step that protects everyone involved. A simple agreement that spells out where and for how long you can use their video saves you from major headaches down the road.
As your content library grows, you'll need a way to keep it all straight. Trust me, it gets chaotic fast. Setting up a centralized digital asset library is an absolute lifesaver. When you organize videos by campaign, product, or even creator, your team can grab the perfect clip in seconds instead of wasting time searching through messy folders.
Squeeze Every Ounce of Value from Your Content
The true power of a great UGC video lies in its flexibility. A single authentic clip isn't just a one-and-done post; it’s a versatile asset you can adapt for almost every channel. Don't let your best content just sit on a single platform.
Here's how to put those videos to work everywhere:
- Boost with Paid Social: Found a video that’s getting great organic engagement? Put some ad money behind it. Authentic videos often outperform polished, traditional ads because they look and feel like they belong in a user's feed.
- Enhance Product Pages: Drop a video right onto a product page. Seeing a real person using and loving your product can be the final push a hesitant customer needs to click "buy."
- Power Up Your Emails: Turn a snippet of a video into an eye-catching GIF for your next email campaign. It’s a fantastic way to boost click-through rates and drive traffic to a landing page with the full video.
- Build a Website Gallery: Dedicate a "social proof" section on your site to showcase a collection of your best UGC. For new visitors, this builds instant trust and credibility.
The momentum behind UGC is staggering. The market was recently valued at USD 7.62 billion and is projected to soar to nearly USD 27.44 billion. Why the boom? Brands are finally realizing that this is the kind of marketing that actually connects with people. You can dig deeper into these numbers in the 2025 Influencer Marketing Report on wsoctv.com.
By smartly repurposing your content, you dramatically extend its lifespan and multiply its value. This ensures that the time you invested in learning how to make UGC delivers a real, measurable payback for your brand.
Common Questions About Making UGC
Before you jump into creating content, you're bound to have a few questions. I see the same ones come up time and time again. Getting these sorted out from the get-go will save you a ton of hassle and let you build your strategy with confidence.
One of the first things people want to clarify is the difference between UGC and influencer marketing. It’s a great question, because honestly, the lines can get a little fuzzy.
The real difference comes down to authenticity versus polish. UGC is raw and real—it’s from everyday people sharing their genuine thoughts. Influencer content, on the other hand, is usually part of a paid deal with a professional creator, so it naturally has a more produced, refined look.
Most of the smartest marketing strategies I've seen actually use a mix of both.
How Much Should You Pay for UGC?
Alright, let's talk money. This is where a lot of people get stuck. The truth is, rates for user-generated content are all over the map. What you'll pay really depends on a few things:
- Creator's Experience: Someone who’s been doing this for a while and has a solid portfolio will naturally charge more.
- Complexity of the Ask: A quick, unedited testimonial clip is going to be cheaper than a video that requires multiple shots and editing.
- Usage Rights: This is a big one. If you only want to post it on your organic social media, that’s one price. If you want to run it as a paid ad, the price goes up.
I’ve seen single videos go for anywhere from 500. Some brands, especially when they're just starting out, get by with offering free products in exchange for a video.
Do You Need a Contract?
Yes. Don't even think about skipping this. It's a non-negotiable part of the process. Having a clear, straightforward contract protects both you and the creator.
It doesn’t need to be a 30-page legal document. A simple agreement should cover the scope of work, what you're paying, and—most importantly—the usage rights. This little piece of paper gives you the legal clearance to use the content wherever you planned, saving you from major headaches down the road. It's a simple step that offers huge peace of mind.
Ready to create high-converting UGC-style videos in minutes, without the high costs or contracts? Dalm uses AI to generate authentic, scroll-stopping video ads that are ready for any platform. Start scaling your video content today at https://dalm.co.
Written by