Key takeaways
- The UGC video formats brands buy most are testimonials, unboxings, demos, before-and-afters, routines and problem-and-solution videos.
- Pick the format by the one job the video must do, such as trust, scroll-stopping or teaching.
- Order two formats at most in your first round so you can see which one works.
- Brief one goal, one format, the must-haves, usage rights and a delivery date.
- Post a free brief on Jem and creators apply; booking creators needs the paid plan with a 7-day free trial.
Last updated: November 2026
UGC videos are short videos made by real creators in a natural, phone-shot style, and the formats brands buy most are testimonials, unboxings, product demos, tutorials, before-and-afters and routines. You get them by briefing creators on one clear format and goal, then reviewing the first cut against that brief.
This guide is for brands that want UGC videos for ads, product pages or organic posts and are not sure which format to order. You will learn what each format does, how to pick one for your goal, and how to get the videos without chasing creators through DMs.
What makes a video a UGC video
A UGC video looks like it came from a customer, not a studio. A creator films it, usually on a phone, talks straight to camera or shows the product in a real setting, and you get the file and the rights to use it. The creator does not have to post it to a big audience. That is the main difference from influencer content, where the reach of the creator's account is part of what you pay for.
Use UGC when you need believable product content in volume. Use influencer posts when you also want the creator's audience to see it. Many brands order both. If you are weighing the two, the micro vs macro influencer guide covers the creator side of that choice.
The UGC video formats brands buy most
Each format answers a different buyer question. Pick the one that matches the doubt your customer has.
Testimonial and review videos
- What it is: A creator says what they like about the product and why, often after using it for a while.
- Best for: Trust. It answers "does this work?"
- Brief it with: Two or three points you want covered and a request that the creator speaks from real use.
Unboxing videos
- What it is: The creator opens the package on camera and reacts to what is inside.
- Best for: Physical products where packaging and first impressions matter.
- Brief it with: What should be visible in the first seconds, and any packaging details to show.
Product demos and tutorials
- What it is: The creator shows how to use the product step by step.
- Best for: Products that need explaining, such as tools, apps and skincare routines.
- Brief it with: The steps in order and the one result the viewer should see.
Before and after videos
- What it is: A side-by-side or sequence that shows a change.
- Best for: Products with a visible result. Only use claims the creator can honestly show.
- Brief it with: The timeframe to show and the claims you cannot allow.
Routine and "day in my life" videos
- What it is: The product appears inside a normal routine, such as a morning routine or a get-ready-with-me.
- Best for: Everyday products that fit into habits.
- Brief it with: The moment in the day where the product belongs.
Problem and solution videos
- What it is: The creator names a common annoyance, then shows the product fixing it.
- Best for: Ads, because the opening line names the viewer's problem.
- Brief it with: The problem in the customer's own words, ideally taken from your reviews.
How to choose a format for your goal
Start with the single job the video has to do. Then pick the format that does that job.
- Build trust on a product page: testimonials and demos.
- Stop the scroll in a paid ad: problem and solution, or a strong before and after.
- Launch a new product: unboxings and first-impression videos.
- Teach a new habit: tutorials and routines.
Order two formats at most in your first round. That lets you see which one your customers respond to before you spend more. When you are ready to turn videos into paid ads, read UGC Ads: How to Brief Creators for Ads That Convert.
Write a brief that gets usable videos
Most weak UGC videos come from vague briefs. A good brief fits on one page and covers:
- Goal and format: one goal, one format.
- Product facts: what it is, who it is for, and the two or three points to mention.
- Must-haves: product visible in the first seconds, a clear voice, good light.
- Specs: aspect ratio (9:16 for TikTok, Reels and Shorts), approximate length, and file delivery.
- Do not say: claims you cannot support and competitor mentions.
- Rights and timing: where you can use the video, for how long, and the delivery date.
Jem has a free campaign brief generator, and you can read the full walkthrough in How to Write a UGC Brief.
Get the videos from creators
You have two routes on Jem. Both start with a brand account, which is free and needs no card.
- Post a free brief and let creators apply. Tell Jem one line about your product, for example "3 TikTok videos for our new serum." Jem's AI writes the full brief in about 4 minutes, it goes on the Opportunity Board, and UGC creators and influencers apply. You see everyone who applied in one place.
- Search and book creators yourself. The Influencer Finder lets you search 30M+ creators, send a contract and pay through escrow. Booking needs the paid plan, which has a 7-day free trial. See pricing for details.
Posting a brief is the lower-risk way to start: you review applicants before you spend anything. You can also see how the board looks to creators on the public Opportunity Board.
Review the first cut against your brief
When a video arrives, check it against the brief, not against taste. Ask five questions:
- Does the first line match the problem or hook in the brief?
- Is the product visible and clearly shown?
- Is the audio clear?
- Are all claims ones you can support?
- Is it in the right ratio and length?
Ask for one round of changes, with specific notes. "Open on the product in the first second" works better than "make it punchier."
Where to use UGC videos once you have them
- Paid ads: run several creators' versions of the same format and compare them. Make sure your agreement allows paid use.
- Product pages: a short testimonial or demo near the buy button answers questions before the customer asks them.
- Organic social: repost on your own channels with the creator's permission and credit where it fits.
- Email and landing pages: a short clip often does more than a stock photo.
Cut each video into a few versions where you can: a different first line, a shorter edit, a different crop. Check the specs on each platform's own help pages before you finalize ratios and lengths.
Mistakes that waste a UGC budget
- Ordering too many formats at once. You learn nothing when five things change together.
- Scripting every word. Over-scripted videos look like ads and lose the natural feel that makes UGC work. Give talking points, not a script.
- Skipping usage rights. Write down where, how long and in which channels you can use each video before work starts.
- Judging on the first video only. Compare several creators on the same brief before you decide a format does not work.
- Forgetting the product. Send it early, and tell the creator exactly what to show.
Order variety, not just one video
Different creators bring different faces, voices and settings, and that variety is what lets you test. Triller spent $1,500 across 40 nano and micro creators booked through Jem Social and tracked more than 10,000 conversions at about $0.15 each (source). That is one brand's result, not a promise, but it shows why a handful of smaller creators can beat a single expensive shoot to learn what works.
For budget planning, use the influencer rate calculator and agree the price per video in writing before work starts.
Disclose paid and gifted content
If a creator is paid or gets free product, the post needs a clear disclosure when it is published on their account. The FTC explains what that looks like in Disclosures 101 for Social Media Influencers. Put the disclosure requirement in your brief so creators do not have to guess. This is general information, not legal advice.
Get your first UGC videos this week
Pick one goal and one format, write the one-line description of what you need, and post it. Post your creator brief free on Jem and let creators apply to you.