UGC Video Examples by Industry
UGC doesn’t look the same in every field. What works for a fashion brand won’t necessarily fit a mobile app or an ad agency. To show just how versatile it can be, here are some standout examples of UGC videos across different industries.
Ecommerce Brands: Product Demos & Customer Hauls
UGC is an excellent asset for ecommerce, especially those product demo and haul videos where real people unwrap, showcase, and gush about their purchases.
Take Glossier, for instance. This TikTok shows a user casually applying their product, spotlighting textures and colors in a way that’s both aspirational and approachable.
These unfiltered moments help potential buyers picture themselves using the product, which is way more persuasive than a scripted commercial.
@glossier Which highlight are you? Choose between new (!) Skylight, Futuredew Solid, and Haloscope for your perfect finish. @erin swatches: Skylight: Natural, gel-serum radiance with Complexion Micro Pearls. Your skin in its best light. Haloscope: Balmy, dewy stick glow. Swipe + go for instant sheen. Futuredew: Skincare + glow hybrid for a full-face, glazed finish. Dew in a bottle. #glossier #highlighter #skylight #futuredew #haloscope ♬ Takes Forever - Subyub Lee
Best types of UGC for ecommerce:
Product demo clips showing how something looks or works in real life.
Unboxing and haul videos that capture first impressions.
Before-and-after transformations (beauty, home, fitness, etc.).
Comparison videos that help shoppers choose between products.
Everyday integration content (e.g. “Here’s how I style this in my daily routine”).
Digital Services
Digital services, like design platforms, subscriptions, or software tools, don’t usually lend themselves to flashy visuals, but UGC can be a great way to show real experiences from real customers.
Canva is a great example of a digitally native brand that regularly reshares UGC from its users, usually in the form of tutorials or design tips.
@mollydoesmarketing Canva advert design using the free version of canva!! @Canva #rhode #canva #marketing #advertising #glossier ♬ original sound - mollydoesmarketing
Best types of UGC for digital services:
How-to or tutorial videos walking through a feature in a real-world context.
Tips and hacks (e.g. “3 Canva tricks I wish I knew sooner”).
User success stories that show results from using the service.
Screen-record walkthroughs paired with voiceover reviews.
Day-in-the-life integrations (“Here’s how I used X tool to finish this project”).
Mobile Apps
Apps are really all about the engagement, and UGC is kind of an extension of that. Take Duolingo, for example, which encourages users to share learning tips or funny progress snippets.
@cradlx Finally😝😱 @Duolingo @joaofelix_11sb #duolingo #streak #1kstreak #spanish #portuguese #duolingoowl #duo #fyp #viral #duolingocomment #duolingostreak #trending #foryou #fyp ♬ som original - riquezin
Best types of UGC for mobile apps:
Progress update clips (e.g. “I’ve been using this app for 30 days. Here’s what happened”).
Reaction videos showing first impressions of using an app.
Tips and tricks created by real users to get more out of the app.
Challenge participation (fitness apps, learning streaks, gaming apps).
Funny or skit-style content riffing on app culture (like Duolingo memes).
Advertising Agencies
You might not think of putting UGC and ad agencies together, but it can absolutely work, especially when it leans into storytelling. London agency VML often shares UGC of events, day trips, and experiences from the perspective of its team members.
@vml_global POV: You’re tagging along with Fan & Mike in Cannes Lions International Festival of Creativity. #VMLCannes #CannesLions #CannesLions2025 #WPPCannes #foryou #fyp #advertisingtiktok #advertisingagency #advertising #marketing #cannes ♬ original sound - VML
Best types of UGC for agencies:
Behind-the-scenes office clips (brainstorms, creative shoots, agency life).
Event recap videos filmed by staff or interns.
Day-in-the-life vlogs from different team members.
Employee Q&As (answering “What’s it like to work at X agency?”).
Culture reels highlighting agency trips, awards, or volunteer initiatives.
How to Make An Effective UGC Video
Yes, you can wait for customers to tag you in a post, but you might be waiting a long time… especially if you’re a relatively small, unknown brand. Instead, increase your chances of getting UGC videos by actively encouraging and curating authentic content.
Motivate Customers on Social Media
If you want people to create videos about your brand, you have to make it easy for them.
You can do this by:
Sharing clear prompts, like “Show us how you style our new product” or “Film your first reaction to tasting our menu item.”
Highlighting and reposting the best content on your own channels.
Using hashtags strategically so customers know where to post (e.g. #ShotOniPhone has powered years of UGC for Apple).
Engaging with creators by liking, commenting, or stitching their content to show you’re paying attention.
Launch Contests and Rewards
Sometimes people just need a little extra push to create. Contests and rewards are a win-win for everyone, because you get your hands on tons of UGC and participants get a prize or the chance to win something in return.
Here’s how you can do it:
Run simple, short-term UGC contests, like “Post your unboxing video and tag us for a chance to win.”
Offer small but meaningful rewards, like discounts, exclusive access, free products, or even a feature on your social channels.
Create ongoing “ambassador” or “superfan” programs where loyal customers are rewarded for consistently sharing content.
Use limited-time challenges to build urgency and excitement.
Connect with Your Audience
Community is at the heart of UGC. People don’t just post videos because they like your product, they do it because they feel seen, heard, and connected. Building that emotional bridge is what keeps UGC flowing.
Here’s how to do it:
Respond to UGC creators with genuine appreciation. Don’t just repost, go one step further to say thank you and engage them in conversation.
Feature diverse voices and stories so your audience sees people like them reflected in your brand.
Use UGC to spark two-way dialogue. Ask questions, invite feedback, and show how customer content influences your product or messaging.
Create campaigns that are about your audience as well as your product (e.g. lifestyle challenges, storytelling prompts).
Next Steps: Turning UGC Video Ideas into Action
As you can see, you can do a lot with user-generated videos.
It might feel overwhelming trying to figure out where to start, but the first step is taking these ideas off the page and weaving them into your own content marketing.
Do this by picking one or two formats to test first. Maybe start with a product demo or a simple customer Q&A. Then, create a clear brief. Make it easy for customers and creators to participate by giving them a hashtag or a theme to riff on. Once the UGC starts rolling in, repost it, share it in your newsletter, or even run a small contest with prizes.
The key thing to remember is that UGC video isn’t a one and done thing. Instead, treat it as an ongoing marketing channel by scheduling time to curate and reshare content regularly. When you bake it into your strategy like this, you can quickly start to build a massive library of trustworthy, authentic content.