Why UGC Videos are the Future of Video Marketing

Not sure if you should integrate UGC videos into your marketing strategy? Learn why UGC videos are taking over and what you can gain by embracing them.

Kate Pauline Galagnara - Writer for Tolstoy
By Kate Pauline Galagnara
Nevena Radulović - Tolstoy Editor
Edited by Nevena Radulović

Published May 7, 2023.

Why UGC Videos are the Future of Video Marketing

In today's digital world, audiences crave authenticity—and user-generated content (UGC) videos offer just that, which is why they may be the future of video marketing. UGC videos allow for a more genuine connection between your brand and consumers, boosting customer trust and ultimately increasing sales.

User-Generated Content (UGC)

UGC refers to any content produced by individuals as opposed to corporations, be it user reviews, video testimonials, or product images. Businesses routinely share UGC on their social media profiles, websites, and user-generated video platforms as part of their influencer marketing strategies.

» See how videos can improve customer experience

The Benefits of UGC Videos

  • Boosting credibility: Customers trust people more than brands. If your audience sees a UGC video of a real user recounting their positive experience with your product, they're more likely to accept it as a credible testimony from an unbiased source.
  • Increasing engagement: UGC video content is more easily shareable, which helps promote your brand online on popular platforms like Instagram and TikTok. This can vastly improve brand awareness and increase customer engagement, boosting your sales down the line as well.
  • Offering cost-effectiveness: As users will generate their own videos, all you'll need to do is integrate them into your effective marketing strategy. Getting the finished product directly from the users will save you money on producing your own videos, not to mention time and effort.
  • Creating a community: UGC videos can help bring together people who share an interest in your product by demonstrating how real people use and enjoy it. This can spark conversation and place your business at the center of a niche audience, ultimately improving sales.
  • Improving conversions: Once UGC videos made by repeat clients build trust with potential consumers, they're more likely become customers themselves and drive conversions for your brand.

» Looking to maximize your conversion rates? Use these tips for shoppable video ads

Harness the Power of UGC Videos for Your Brand

In addition to boosting your brand's online visibility, UGC videos can help you establish your brand as trustworthy by offering authentic user perspectives on what you have to offer.

By giving potential consumers a glimpse of your customer's honest opinions, UGC videos can help engage your audience through more easily digestible and genuine content. For this reason, this approach can be an even more effective online marketing tool than traditional advertising.