UGC video changed - and brands that don’t adapt get ignored
A few years ago, you could run polished studio ads and win on production alone. Now people scroll right past anything that smells like a commercial.
UGC video works because it looks like real life. Not perfect lighting. Not a voiceover that sounds like it came from an agency. Just someone showing what happened when they tried the product.
Below are 15 UGC video examples, organized by type, with real TikTok embeds from the original post. Use this as a swipe file for your next batch of creatives.
If you want to generate UGC-style ads fast without wrangling creators, that’s exactly what EzUGC is built for.
What is UGC?
UGC is any content - text, images, or video - created by customers instead of the brand. It’s what happens when the people using your product do the marketing for you, intentionally or not.
The point isn’t “free content.” The point is credibility. UGC is proof that someone real used the thing and had an opinion worth sharing.
The power of authenticity
UGC wins because it’s raw. It’s not optimized for brand guidelines - it’s optimized for being believable.
That believability compounds. One solid UGC video can become:
- A paid ad
- A product page asset
- An email insert
- A TikTok post
- A retargeting creative
Breaking down UGC formats
UGC shows up in a few common shapes:
- Testimonials and reviews
- Product demos and how-tos
- Unboxings and hauls
- Comparisons and reactions
- Storytimes, recaps, behind-the-scenes
Each format answers a different buyer question. Good UGC isn’t random - it’s mapped to “What would I need to believe to buy this?”
Amplifying the customer voice
When customers speak, the brand gets out of the way.
That’s the whole trick. UGC lets people explain your product in the language your next customer already trusts - not the language your marketing team wishes they trusted.
Building community through shared experiences
People don’t just buy products - they buy belonging.
UGC creates that “people like me use this” effect. It’s social proof, but with a pulse.
Still want to go deeper? The original post points to a UGC deep dive here: Video UGC Guide.
15 UGC video examples for every type of content
Videos are the highest-leverage UGC format because they compress a lot of trust into a short clip - tone, facial expression, environment, friction, outcomes.
Here are 15 types of UGC videos you’ll see over and over in ads that convert.
Type 1: Reviews and testimonials
Reviews and testimonials are the simplest form of UGC and still the most effective when you’re selling something with skepticism.
What makes them work:
- A specific before and after
- A real objection addressed
- A clear outcome
Example:
https://www.tiktok.com/@jaydayolanda/video/7282009182939712810?is_from_webapp=1&sender_device=pc&web_id=7285266499145041441
Type 2: Unboxing and product showcases
Unboxing videos are pure anticipation. They sell the moment your customer gets the package, not just the product.
They’re great for:
- Premium packaging
- Gifting
- Anything where “first impression” matters
Example:
https://www.tiktok.com/@willlforbes/video/7271300555740433671" data-video-id="7271300555740433671 @willlforbes ill do another video with it linked up to my tv! #techwithwilliam #tech_with_william #appletv #appleunboxing #apple #techunboxing #appleunboxing #unboxingvideo #unboxing #appleaesthetic #appletvunboxing #aestheticunboxing #viralunboxing #newapple #newappletv #appletv4k
♬ Cola (Sped Up Version) - sped up nightcore
Type 3: How-to and tutorial videos
Tutorial UGC is “customer success” in video form. It reduces support tickets and increases retention because it shows people how to get the win.
Best when:
- Setup matters
- There’s a learning curve
- Your product has multiple use cases
Example:
https://www.tiktok.com/@dillon.latham/video/7246783564338105646" data-video-id="7246783564338105646 @dillon.latham<p>Straight to textured/wavy hair tutorial #dillonlatham #selfimprovement #hairstyle #haircut #fringe #finehair #thinhair #saltspray #seasaltspray #hairtutorial
♬ Golden Hour: Piano Version - Andy Morris
Type 4: Product demonstration videos
Product demo UGC is where you show the thing actually doing the thing. Not talking about it. Doing it.
This is the format to use when:
- The product has a “wow” moment
- The feature is hard to explain in text
- You want to show texture, scale, speed, or durability
Example:
https://www.tiktok.com/@ct1ltd/video/7275732627502402848" data-video-id="7275732627502402848
What is Power Grab ‘n’ Bond Made For? It’s made for heavy duty vertical bonding, it comes with an industrial cut so all you have to do is apply it. Let it cure between 3-5 minutes depending on the weight you’re bonding. This is adhesive you should apply vertically unlike other which work horizontally. Bond plastics, woods, metals, and loads of other substrates for all different types of surfaces. #justct1it #ct1 #adhesive #powergrabnbond #ct1sealant #productdemonstration ♬ original sound - CT1
Type 5: Behind-the-scenes videos
Behind-the-scenes is the trust builder. It’s messy, imperfect, and that’s why it works.
Great for:
- Handmade products
- Small teams
- Anything where craft matters
Example:
https://www.tiktok.com/@wildcraftcare/video/7235251891410636038" data-video-id="7235251891410636038 @wildcraftcare
The not-so glamorous side of making skincare 😬 As a small business, we sometimes have to find workarounds for doing certain tasks as we may not have the large, professional equipment to easily do that specific thing. A great example is our Buff Face and Body Scrub. 🤓 In order for the essential oils to be evenly dispersed with the powders, we have to turn to our trusty bucket to mix this exfoliator. Once the bucket is filled, it has to get tossed around in the production lab for quite some time. It’s not an easy task as it requires strength and muscle, but it gets us working hard while creating a beautiful product that is widely loved. 💗 It for sure looks strange while it’s being made, but we cannot help and laugh at this footage so we had to share it with you! 😜 #behindthescenes #makingskincare #makingskincareproducts
♬ original sound - Wildcraft Care
Type 6: Challenges and contests videos
Challenges are distribution hacks disguised as fun. They work when the action is simple and the payoff is public.
Use them to:
- Launch a product
- Kick off a seasonal push
- Create repeatable content prompts
Example:
https://www.tiktok.com/@formosabubbleteaofficial/video/7145784121653087494" data-video-id="7145784121653087494
@formosabubbleteaofficialThere’s never enough tapioca pearls! 🧋 #tapiocachallenge #tapiocapearls #bobachallenge #bubbleteachallenge #formosabubbletea #bubbletea #tiktoklithuania #tiktoklithuania
♬ Sunny - Official Sound Studio
Type 7: Haul videos
Hauls are social proof with volume. One buyer shows multiple items, which signals:
- The brand has range
- The buyer trusts the brand enough to buy more than one thing
Example:
https://www.tiktok.com/@montanajaynee/video/7279880412128677126" data-video-id="7279880412128677126
@montanajaynee Fall Haul! You guys whats going on with H&M they have so many cute things right now!! I LOVE the off the shoulder sweaters!! All ⛓️ are in my b!o 🛍️ #clothinghaul #hmhaul #haul #fallstyle #unboxingvideo #fallfashion #autumnfashion #hmnewin #falloutfits #fallclothes #fallfashiontrends2023
♬ オリジナル楽曲 - 냥냥 - 냥냥
Type 8: Comparison videos
Comparison videos do the buyer’s job for them. They’re especially strong when you sell in a crowded category where everything looks the same on Amazon.
Example:
https://www.tiktok.com/@maryliascottcosmetics/video/7189746848914099498@maryliascottcosmeticsHighly requested product comparison 🥰 #freck #fauxfreckles #productcomparison #smallbusiness #fakefreckles #hennafreckles #makeupreview ♬ original sound - Marylia Scott Cosmetics
Type 9: Storytime videos
Storytime is persuasion through narrative. It works when the product is tied to identity, emotion, or a personal moment.
Example:
https://www.tiktok.com/@slimeglitterz/video/7231236221614165274" data-video-id="7231236221614165274
@slimeglitterz No Glue Slime Recipes ✨ #SatisfyingVideos #slime #satisfying #slimestorytime ♬ Monkeys Spinning Monkeys - Kevin MacLeod & Kevin The Monkey
Type 10: Event recap videos
Event recaps are FOMO machines. They show momentum and community, which makes the brand feel alive.
Example:
https://www.tiktok.com/@honeystores/video/7253967051188882693" data-video-id="7253967051188882693"
@honeystores A recap of our Grand Opening Event at our new flagship store 🩷🥂🧁✨ #shophoney #yorkdalemall #grandopening ♬ Makeba (Ian Asher Remix) - Jain & Ian Asher
Type 11: Collaboration videos
Collabs work because they borrow trust from another creator or community. You get distribution plus credibility.
Example:
https://www.tiktok.com/@makeitsudsy/video/7308851242887875883 @makeitsudsy Collab with the amazing @AlexisCleanASMR ❤️ The Murphy Oil and Lav Pinesol were new-to-me products so I was excited to do this when she suggested this combo… and girlll was I surprised with how this smelled!! I LOVED it 💯 it was as amazing as you are. Thank you for doing this collab with me. You guys should check out her video, too! And don’t forget to follow her 🤭 enjoy!! #cleantok #spongesqueezing #spongerinseasmr #asmr #gain #asmrtiktoks #fypasmr #murphyoil #lavenderpinesol #pinesol #mrclean #collab #cleantokcollabs #cleantokcollab ♬ original sound - makeitsudsy🫧
Type 12: Reaction videos
Reaction videos are the closest thing to “trying it with your friend.” They capture surprise, disappointment, delight - the stuff you can’t fake.
Example:
https://www.tiktok.com/@susanyara/video/7224170340086238510 @susanyara Reacting to @selenagomez’s @rarebeauty routine with pro makeup artist @makeupbynikkilarose! Have you tried any of these Rare Beauty products? Tell my your thoughts in the comments! makeup rarebeauty selenagomez ♬ original sound - Susan Yara
Type 13: Q&A session videos
Q&A is direct response in disguise. It answers objections publicly and makes the brand feel accessible.
Example:
https://www.tiktok.com/@chloejadetravels/video/7205271532304600362" data-video-id="7205271532304600362
@chloejadetravels Is Qatar airlines the BEST business class? Qatar airlines has won best airline for seven years in a row. There’s a lot that is so great about this airline. But the Q suite is known as their best product. They do not have this on every single route. Sometimes they also change the planes that they are using and you will get an older plane. What happens if they change your Q suite configuration? What is the alternative? I flew business class on Qatar Airways not in a Q suite, so you don’t have to. #qatarairways#qsuites#flybusinessclass#luxtravel#milesandpoints#businessclassqatar#bestairlineintheworld ♬ Hip Hop with impressive piano sound(793766) - Dusty Sky
Type 14: Educational videos
Educational UGC is content marketing that doesn’t feel like content marketing. It teaches something useful, and the product becomes the tool inside the lesson.
Example:
https://www.tiktok.com/@coupleofpaws/video/7294333891026898218" data-video-id="7294333891026898218
@coupleofpaws After finding mold in my dog’s kibble container I’ve become committed to proper food storage and educating myself about all the dog products I own. This led me to make the switch from plastic to the @Simple Modern Bentley Stainless Steel Bowls, and here is why: 1. Hygiene: Stainless steel is non-porous, making it resistant to bacteria! 2. Safety: Plastic bowls can leach harmful chemicals into your pet’s food and water. Stainless steel is a safe and non-toxic option 3. Eco-Friendly & Durable: Stainless steel is recybable, reducing plastic use + are virtually indestructible, lasting much longer than plastic alternatives Added bonus - the bowls come in so many colors plus a non-slip silicone pad on the bottom to prevent movement and spilling; #dogsoftiktok #dogsaftey #doghelp #dogbowls #dogsvideo
If you want to turn these formats into ads faster
The hard part isn’t knowing the formats. It’s producing enough variations to find winners.
That’s where EzUGC fits: you can generate UGC-style videos and ad creatives without waiting on creator schedules, shipping logistics, or endless revisions.
If pricing matters, it’s here: EzUGC pricing.
Related reading
- UGC video examples
- eCommerce
- best platforms to leverage UGC
- UGC
- user-generated content
- Explore video advertising insights to improve your ad creatives.
- testimonials
- Unboxing videos
Note: The original content provided was truncated, so Types 15 and any remaining sections after the Educational Videos embed weren’t available to rewrite. If you paste the rest, I’ll finish the full 15 with the same structure and preserve all links and data.