The Ultimate Guide to UGC Style Video for Marketers

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A UGC style video isn't actually made by a random customer. It's marketing content that's carefully crafted by a brand to look and feel like it was. It copies the authentic, often unpolished, and relatable vibe of real User-Generated Content (UGC) to build trust and connect with people in a way that slick, traditional ads just can't.

What Is UGC Style Video and Why Does It Feel So Real?

Think about the last time you were on the verge of buying something online. What did you trust more? The perfectly polished, high-budget ad from the company, or the video review from a real person who actually used the product? For most of us, it’s a no-brainer. We’re wired to connect with other people, not faceless ad campaigns. That’s the magic behind UGC style video.

This type of content deliberately mirrors the raw, honest energy of a video someone would shoot on their phone. It ditches the high-production gloss—the studio lights, professional actors, and super-clean edits—for something that feels immediate, personal, and much more trustworthy. It's the difference between hearing a rehearsed sales pitch and getting a genuine recommendation from a friend you trust.

The Psychology of Authenticity

The real power of a UGC style video is how it subtly lowers our natural guard against being sold to. When we see a video that looks like it came from a peer, our brain registers it as social proof, not a corporate message. This simple shift is a game-changer. Today’s consumers, especially on platforms like TikTok and Instagram, have a sixth sense for fakeness and are hungry for content that reflects their own reality.

That's why these videos so often include elements like:

Handheld camera work: A little bit of shakiness feels real and less staged.

Natural lighting: It gets rid of the artificial, "on-set" look of a professional shoot.

Unscripted dialogue: The natural "ums," pauses, and casual language make the person on screen feel like one of us.

Real-world settings: A kitchen counter, a messy bedroom, or the front seat of a car feels infinitely more familiar than a sterile white studio.

The Data-Backed Impact on Marketing

This gut feeling we have about authenticity isn't just a hunch; the numbers tell the same story. The proof is especially clear on social media, where every brand is fighting for a sliver of attention.

Statistics consistently show that UGC style videos blow traditional brand content out of the water when it comes to both engagement and sales. For example, on TikTok, UGC videos are reportedly 22% more effective than standard branded content and perform 32% better than branded ads on Facebook. Even more telling, a staggering 79% of consumers say user-generated content directly sways their buying decisions, leading to a 29% increase in web conversions for brands that get it right. You can learn more about how these stats are reshaping marketing strategies.

To quickly sum up what makes this style so effective, here’s a simple breakdown.

Quick Guide to UGC Style Video

Characteristic	Description	Impact on Marketing
Authentic Look & Feel	Appears unscripted, unpolished, and shot by a real person.	Builds instant trust and lowers viewer skepticism towards advertising.
Relatable Presenter	Features someone who looks and sounds like a peer, not a paid actor.	Creates a strong, personal connection that resonates with the audience.
Real-World Setting	Filmed in everyday locations like a home, car, or park.	Makes the product feel more accessible and integrated into daily life.
Focus on Experience	Highlights the genuine experience of using a product, not just its features.	Provides powerful social proof that influences purchasing decisions.

Ultimately, UGC style video works because it speaks the native language of today’s social platforms and meets consumers where they are: looking for genuine connection and trustworthy advice.

Why Authentic Video is More Than Just a Marketing Trend

Let's get straight to the point. While likes and views are nice, the real reason to go all-in on authentic video is its impact on your bottom line. A UGC-style video isn't just another passing fad; it's a powerful tool that helps you connect with today's buyers in a language they actually trust. Frankly, it's moved from the "nice-to-have" column to being a cornerstone of any smart marketing plan.

There’s been a huge shift in how people view advertising. We're all a bit tired of the glossy, over-the-top commercials that feel completely staged. Instead, we look for genuine experiences and proof from real people. This is why brands are moving away from expensive, high-production shoots and embracing a more believable—and cost-effective—approach. It's not a gimmick; it's a direct response to what customers are asking for.

Forging Real Trust with Your Audience

In today's market, trust is everything. And nothing builds it faster than content that feels like it was made by a real person. When a potential customer stumbles upon a video that looks like it was shot by a friend or a peer, it immediately lands as a recommendation, not a sales pitch. That raw, unpolished feel breaks down the walls of skepticism that most people naturally have toward advertising.

This trust is what gets people to act. A viewer who genuinely believes what they're seeing is far more likely to click through, learn more, and eventually buy. By showing your product through the eyes of a real person, you create a bond that polished, corporate-speak simply can't match.

The secret weapon of authentic video is its ability to provide instant social proof. It answers the one question every potential customer has: "Do people like me actually use this and find it valuable?"

This approach turns your marketing from a monologue into a dialogue, making your brand feel more human and approachable. It's how you build a community of loyal fans, not just a list of one-time buyers.

Boosting Conversions While Slashing Costs

Ultimately, every marketing dollar has to lead to revenue. This is where authentic video really proves its worth. By building that foundation of trust and providing relatable social proof, UGC-style video gives your conversion rates a serious lift. It helps hesitant buyers get over the hump by showing them real-world examples and genuine positive feedback.

The financial side of the argument is just as strong. We all know traditional video production can be a budget-killer—think film crews, location rentals, actors, and endless editing. UGC-style content, whether it comes from actual customers or is cleverly created with tools like Dalm, cuts those costs dramatically.

This efficiency directly lowers your Customer Acquisition Cost (CAC). You can produce a whole library of diverse, targeted ads for a fraction of the usual budget, which gives you more room to test and find what really works. In short, every dollar you spend on marketing goes further, directly improving your Return on Ad Spend (ROAS).

The Market is Screaming for Authenticity

This shift isn't just a gut feeling; the numbers tell a clear story. The market for user-generated content is set to rocket from USD 7.62 billion in 2024 to an incredible USD 27.44 billion by 2025. This massive growth is fueled by brands everywhere looking for affordable, relatable content, especially as marketing budgets get tighter. The related influencer marketing world is also projected to hit USD 22.2 billion in 2025, proving just how much value is being placed on peer recommendations. You can dive deeper into the stats in the 2025 Influencer Marketing Report.

The message is loud and clear: authenticity sells. For anyone leading a marketing team, this isn't some far-off trend to keep an eye on—it's happening right now. Making authentic video a priority is crucial for staying competitive and connecting with the modern consumer. It's no longer a choice, but a necessity for real, sustainable growth.

Anatomy of a High-Converting UGC Style Video

While every brand's audience is unique, the most effective UGC style videos share a common DNA. They aren't just thrown together; they’re built on a foundation of specific elements that make them feel authentic and drive action. Understanding these components is the key to creating content that doesn't just get views, but actually converts.

Think of it like this: a traditional branded video is a perfectly staged photograph, where every element is controlled. A UGC style video is more like a candid snapshot—it’s the genuine, in-the-moment feeling that makes it so compelling. Let's break down the essential pieces that create that candid magic.

The Core Ingredients for Authenticity

At its heart, a high-performing UGC style video masters the art of appearing un-mastered. It swaps corporate polish for human connection. The goal is to make the viewer feel like they are getting advice from a friend, not being marketed to by a company.

Here are the non-negotiable elements you'll find in successful examples:

A Relatable Presenter: The person on screen should feel like a peer to your target audience. They don't need to be a professional model or actor; in fact, it's better if they aren't. Their value comes from being believable.

Natural, Unscripted Dialogue: While you can provide talking points, the best content comes from unscripted or loosely guided dialogue. The "ums," pauses, and casual phrasing are what make it sound real.

Simple, Handheld Camerawork: A little bit of shakiness and imperfect framing make the video feel immediate and raw. It signals to the viewer that this wasn't shot by a professional crew, which instantly boosts its credibility.

Everyday Environments: Forget sterile studios. The best UGC style videos are filmed in real-world settings that viewers recognize—a kitchen, a car, a home office, or a local park. This helps the viewer picture the product in their own life.

This image shows some of the key tools and platforms where UGC thrives, highlighting the ecosystem where these authentic videos perform best.

As you can see, creating this style of content is deeply tied to the social platforms where consumers spend their time. It's a reminder that the medium and the message have to work together perfectly.

The Narrative Structure That Sells

Beyond the look and feel, the story itself needs to follow a simple but powerful arc. A great UGC style video doesn't just show a product; it demonstrates a solution. It connects with a viewer's problem and offers a clear, relatable answer.

The most powerful UGC style videos follow a simple "Problem-Agitate-Solve" framework. They start with a pain point the viewer knows all too well, amplify the frustration, and then introduce the product as the hero that saves the day.

This approach works so well because it mirrors how people naturally recommend things. You wouldn't just tell a friend, "Buy this face cream." You'd say, "You know how our skin gets so dry in the winter? I was so tired of it, and then I found this cream that completely fixed it." That's the exact narrative you want to replicate.

How It Stacks Up Against Traditional Ads

To truly grasp what makes a UGC style video so different, it helps to see a direct comparison. The entire philosophy behind its creation—from tone to production—is the polar opposite of a traditional brand commercial. One aims for perfection, the other for connection.

This table breaks down the fundamental differences, making it crystal clear why one feels like an ad and the other feels like advice.

Traditional Branded Video vs UGC Style Video

Feature	Traditional Branded Video	UGC Style Video
Tone & Vibe	Polished, professional, and aspirational.	Casual, raw, and relatable.
Talent	Professional actors or polished influencers.	Everyday people or micro-influencers.
Scripting	Fully scripted, with carefully rehearsed lines.	Unscripted or loosely guided, with natural language.
Production Value	High-end cameras, studio lighting, and pro editing.	Shot on a smartphone, using natural light.
Setting	Controlled studio environments or curated locations.	Real-world settings like a home, car, or office.
Viewer Perception	Seen as a clear advertisement.	Perceived as a trustworthy peer review or recommendation.
Call-to-Action	Often direct and sales-focused ("Buy Now!").	More organic and suggestive ("You have to check this out.").

By embracing the elements on the right side of this table, brands can create content that resonates deeply with modern consumers who are tired of being sold to. It's about earning their trust, not just their attention.

How to Create UGC-Style Videos Without Hiring Creators

Let's be real: producing a steady stream of authentic, high-converting video content can feel like a mountain to climb. The traditional path means finding, vetting, and managing a whole roster of creators. That’s a full-time job right there. But what if you could get that raw, genuine energy of a UGC-style video without all the logistical chaos?

This is exactly where technology is changing the game. Modern AI video generation platforms, like Dalm, are built to bridge this very gap. They let marketing teams create realistic, human-led videos at scale, completely in-house. It’s a bit like having the control of a studio shoot with the authentic feel that user-generated content is known for.

This isn’t about replacing creativity; it’s about giving it a massive boost. You can now test dozens of scripts, presenters, and hooks in a matter of minutes, not weeks. That speed gives you the data you need to find out what truly clicks with your audience.

The New Playbook for In-House Production

So, how does it work? Creating a UGC-style video with AI tools is a pretty straightforward process that puts the marketing team firmly in the driver's seat. It's all about blending your deep brand knowledge with smart technology to make content that feels both genuine and strategically sharp.

Here's a look at the typical workflow:

Start with the Script: Your message is everything. Write a script that hits your key pain points and value propositions, but keep the language casual and conversational. Think about how a real customer would talk about your product. Write it like you’re explaining it to a friend.

Choose Your Presenter: AI platforms come with a library of digital avatars from all sorts of demographics. Pick one that feels like a natural fit for your target audience. The goal is to find someone your ideal customer would see as a peer.

Generate the Voiceover: The best AI tools offer incredibly natural-sounding voiceovers. You can often clone your own voice or pick from a range of different tones and accents. This part is crucial for authenticity—a robotic voice is an instant giveaway and will kill the UGC vibe.

Customize the Scene: Place your video in a relatable setting. Instead of a generic corporate background, think about a home office, a kitchen, or a cozy living room. This small detail makes a huge difference in how viewers perceive the video.

Add Visual Polish: Weave in some on-screen text, captions, and simple graphics to highlight key points. Not only does this pump up engagement, but it also makes your video accessible for people watching with the sound off.

This whole process turns video production from a long, expensive project into a fast, iterative cycle of creating, testing, and learning.

Why This Approach Is a Game Changer

This shift to in-house, AI-driven production is about more than just convenience. It fundamentally changes how brands can tackle their entire video marketing strategy.

The real advantage is scalability. Instead of producing one expensive video, you can generate 30 unique variations in the time it would take to coordinate a single creator shoot. This allows for rapid A/B testing on a massive scale.

This is especially timely given the explosion in brands using this type of content. The adoption of visual user-generated content is soaring, with one report showing a 43% increase in brands featuring it on social media. That same report found that another 43% of brands plan to expand their use of UGC videos.

With 93% of marketers agreeing that UGC is more credible than brand-produced content, the pressure to produce it is immense. As technology evolves, it's predicted that by 2030, 35% of all UGC will be created with AI tools, making this a crucial skill for modern marketers. You can dive deeper into this trend by reading these UGC video insights.

From Concept to Campaign in Minutes

Imagine you've got a new product feature to announce. With a tool like Dalm, you could create a dozen different UGC-style videos explaining it in less than an hour.

Video 1: A testimonial-style clip from a "user" who is thrilled with the new update.

Video 2: A quick "how-to" tutorial that actually shows the feature in action.

Video 3: A "problem-solution" video that zeroes in on the pain point it solves.

You can then run these variations in your ad campaigns to see which story performs best, all without the time and expense of hiring multiple creators. This speed gives you an undeniable edge, letting you react to market trends and customer feedback almost instantly. It’s a scalable, cost-effective way to get the authenticity your customers are looking for.

Real-World Examples of Great UGC Style Video

Theory is great, but nothing beats seeing UGC style video in the wild. That's where you really see what works. Brands in every industry imaginable—from skincare and software to colleges and cosmetics—are tapping into this raw, authentic format to build real connections and get results. Let's look at a few killer examples and pick apart what makes them so effective.

These brands aren’t just getting lucky. They’re smart about using different kinds of UGC style videos to hit very specific marketing goals. By seeing how they do it, you can start building your own "swipe file" of proven ideas to borrow for your campaigns.

The Italian cosmetics brand KIKO Milano does something brilliant: they embed authentic TikTok videos from real users right on their product pages.

Imagine you're shopping for a new lipstick. Instead of just seeing a slick, professional product shot, you get a whole feed of actual customers trying it on, showing it off, and sharing their genuine excitement. It’s a simple but powerful move that turns a static e-commerce page into a living, breathing hub of social proof. It answers questions and builds that crucial "I-want-that-too" feeling right at the point of purchase.

Why It Works:

It cuts down friction: The most convincing testimonials are placed right next to the "Add to Cart" button, making the decision to buy that much easier.

It builds instant trust: Watching other people use and rave about a product is infinitely more persuasive than a brand just talking about itself.

It creates a community vibe: It sends a clear message that the brand is paying attention to and celebrating its customers.

Beauty of Joseon: The Instagram Takeover

Korean skincare brand Beauty of Joseon has totally nailed authentic marketing on Instagram. A huge part of their strategy involves reposting videos from customers reviewing their products, giving this content a prime spot on their official feed.

This does more than just fill out their content schedule. It has effectively turned their Instagram page into the ultimate resource for anyone curious about their skincare line. Instead of seeing only branded content, visitors discover a rich library of genuine user experiences, from stunning "before-and-afters" to in-depth tutorials on how to use the products.

By consistently featuring customer reviews, Beauty of Joseon tells its audience: "We don't have to convince you our products are great—our community will do it for us." That kind of hands-off endorsement is marketing gold.

City, University of London: The Student-Led Campus Tour

Authenticity is everything in higher education, and City, University of London gets it. They use TikTok to offer prospective students a genuine peek into campus life, straight from the people who know it best: their current students.

These aren't polished, high-budget promotional videos. They're fun, casual clips covering everything from a "day in the life" of a law student to tips on finding the best coffee near campus. This student-led content is then featured on the university's website and even during major events like welcome week. It makes the university feel approachable, lively, and, most importantly, real.

Why It Works:

It speaks the audience's language: They're using a platform (TikTok) and a style that their target demographic already knows and loves.

It answers key questions authentically: Prospective students get the real scoop from their peers, not from a carefully scripted marketing brochure.

It builds a sense of belonging: It helps applicants picture themselves as part of the university community long before they even enroll.

As you can see from these examples, UGC style video is incredibly versatile. Whether it’s an unboxing video designed to build hype, a tutorial meant to break down purchase barriers, or a testimonial that provides social proof, the fundamental idea is always the same: let a real, relatable human tell your story for you.

Launching and Measuring Your UGC Video Campaign

https://www.youtube.com/embed/lf0Y4hBVih8

Alright, you get what makes a great UGC style video and you've seen the proof. So, how do you go from simply understanding the concept to actually running a campaign that works? It’s not about just throwing content into the void and hoping something sticks. You need a game plan.

Think of your launch like a controlled experiment. You have a hypothesis—let's say it's "this video hook will stop the scroll for our target audience"—and now it's time to test it. The very first step is deciding what a "win" actually looks like for your brand. Are you trying to get your name out there? Drive direct sales? Grow your email list? Your goals will dictate everything, from the platforms you choose to the metrics you obsess over.

Your Pre-Launch Checklist

Before any video sees the light of day, a quick strategic huddle is essential. This is the part that separates campaigns that fizzle out from those that deliver real, measurable results. A little bit of planning ensures every single video has a job to do.

Here’s what you absolutely need to lock down first:

Define Your Goal: What's the mission? Are you chasing email sign-ups, aiming for more "add to cart" clicks, or just trying to get people talking? Be brutally specific. "Increase conversion rate on our product page by 5%" is a real goal. "Get more sales" is just a wish.

Pick Your Platform: You have to fish where the fish are. Where does your audience actually hang out online? A fast-paced, funny video might crush it on TikTok, but a more detailed product showcase could be a better fit for an Instagram Reel or YouTube Short. The key is to match your video's vibe to the platform's culture.

Plan Your A/B Tests: Never, ever bet on just one horse. Whether you're hiring creators or using an AI tool like Dalm to generate videos, you need to test variations. Experiment with different opening hooks, calls-to-action (CTAs), background music, or even the person on camera to discover what truly resonates.

Measuring What Matters Most

Once your campaign is live, it’s incredibly tempting to get hooked on vanity metrics. Views and likes feel good, but they don't pay the bills. To understand the true impact of your UGC-style videos, you need to focus on the numbers that tie directly back to your business objectives.

The real win isn’t just getting seen; it's getting your audience to act. The goal is to move beyond passive views and measure the tangible impact on your bottom line.

To get a true read on your campaign's performance, keep a close eye on these KPIs:

Engagement Rate: This is your gut check. Likes, comments, shares, and saves are clear signals that people genuinely connect with what you're saying.

Click-Through Rate (CTR): This is the big one. It measures how many people actually clicked the link in your ad or bio. A high CTR means your video didn't just entertain; it created intent.

Conversion Lift: Did more people actually buy the thing after seeing the video? This is the ultimate proof that your campaign is moving the needle.

By focusing on these metrics, you can confidently prove the ROI of your video strategy. That's how you get the budget to do it all again, but even bigger next time.

Still Have Questions About UGC-Style Video?

It's completely normal to have a few questions before you dive into a UGC-style video strategy. This approach is a big departure from the polished, traditional advertising most of us are used to, so a little uncertainty is expected. Let's tackle some of the most common hang-ups so you can move forward with confidence.

Wait, Isn't This Just Influencer Marketing?

That’s a great question, and while they’re cousins, they aren't twins. The line can feel blurry, but there's a crucial distinction.

Traditional influencer marketing usually leans on creators with large, established followings. The content, while effective, often has a polished sheen—it feels like a professional endorsement because, well, it is.

A UGC-style video, on the other hand, is all about nailing the vibe of content made by a regular person. The creator's follower count is almost irrelevant. What matters is their relatability. The goal is to produce a video that looks and feels exactly like a genuine, unprompted recommendation from a friend, even though the brand commissioned it.

Can This Really Work for B2B Companies?

Absolutely. It’s easy to think this only works for D2C products, but B2B buyers are still people. They're just as tired of slick, corporate jargon and just as hungry for authenticity as anyone else.

Think about it. The B2B sales cycle is long and built on trust. What's more trustworthy? Another highly-produced corporate demo video, or a simple screen recording where a real user from a similar company walks you through the one feature that saved their team hours of work? That "over-the-shoulder" perspective provides powerful social proof that a glossy ad simply can't match.

The biggest mistake you can make is trying to make your UGC-style video perfect. The moment you over-produce it with slick editing, professional lighting, or a flawless script, you kill the authentic vibe you’re trying to achieve.

What Are the Biggest Mistakes I Should Avoid?

The most common trap is accidentally polishing away all the authenticity. The raw, unscripted feeling is precisely what makes these videos connect with people.

Steer clear of these classic blunders:

Overly Scripted Dialogue: Don't hand your creator a word-for-word script. Give them bullet points and key messages, but let them speak in their own voice. The ums, ahs, and natural pauses are part of the magic.

Corporate Branding Overload: A subtle watermark or a quick product shot is fine. But plastering your logo and brand colors all over the video just makes it feel like another corporate ad.

Ignoring the Platform: A video that kills it on TikTok might feel completely out of place on a LinkedIn feed. Always adapt the tone, length, and style to the platform where your audience will see it.

Ultimately, the key is to embrace imperfection. That’s how you create a UGC-style video that people actually believe.

Ready to create scroll-stopping, authentic video content at scale? With Dalm, you can generate dozens of high-converting UGC style videos in minutes, not weeks. Try Dalm today and see how easy it is to boost your ad performance.