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Videos dominate modern marketing – but which video formats really work? Scalable AI videos (AIGC) deliver efficiency, while UGC videos score points with genuine authenticity. In an age where trust and proximity matter, brands rely on content from real users. Here are 7 good reasons why UGC gives your marketing a decisive edge – and when AI videos still make sense.
Videos dominate modern marketing – but which video formats really work? Scalable AI videos (AIGC) deliver efficiency, while UGC videos score points with genuine authenticity. In an age where trust and proximity matter, brands rely on content from real users. Here are 7 good reasons why UGC gives your marketing a decisive edge – and when AI videos still make sense.
UGC videos tell real-life stories – from real people. This authenticity builds trust and is more convincing than polished campaigns. According to a survey by Stackle, user-generated content is 9.8 times more effective than influencer content when it comes to purchasing decisions. In addition, 92% of consumers trust recommendations from other people more than any other source.
UGC is often seen as more credible because it comes from people who have actually used the product or service.
AI videos, on the other hand, may be visually impressive, but they rarely touch the viewer emotionally. The lack of human depth makes it difficult to establish a genuine connection with the target audience. Another important factor is that UGC is honest—and it shows. AI-generated content can give the impression of being perfect but lifeless. A genuine testimonial, on the other hand, comes across as approachable and spontaneous, making it particularly effective.
Every creator brings their own perspective to UGC videos – and that's what makes this content so valuable. They show a product in a wide variety of real-life situations, for different target groups, in diverse usage scenarios.
The creativity inherent in UGC is remarkable. Customers or creators tend to create original and innovative content that piques the interest of other users. This user-generated content can inspire new ideas for marketing campaigns and help brands stand out from the competition.
UGC reflects real desires, feedback, and creative ideas from customers. This not only provides brands with fresh content, but also inspiration for product development and messaging. What is often missing from AI videos? This authentic diversity. AIGC is based on data and patterns—but not on real experiences.
UGC isn't just content—it's community. And that's what drives strong performance. According to a study by Nielsen, 92% of consumers trust recommendations from other people more than information provided by brands. Viewers are more likely to respond to and share content, which leads to a stronger sense of community.
When users see that their recommendations are recognized and shared by a brand, they feel more like part of a community. This can lead to greater brand loyalty, as customers feel that their opinions and experiences are valued.
The interaction promoted by UGC can also increase a brand's visibility on social media. When users share and respond to content, the brand's reach is expanded, leading to more potential customers. Posts with user-generated content receive an average of 28% more interactions than regular brand content.
Brands such as Airbnb and GoPro have successfully used UGC in their marketing strategies to increase engagement and build a loyal community around their products.
In addition, UGC can also lead to a higher number of conversions. When potential customers see that other real users have had positive experiences with a product, they are more likely to make a purchase.
Producing AI videos can be expensive—or technically complex. And traditional advertising films can quickly cost four to five figures. UGC, on the other hand, is effective, affordable, and scalable. Customers and creators deliver authentic content, often without a studio, camera crew, or budget extravaganza.
In addition, UGC improves your SEO performance: social shares and organically generated content increase your visibility on Google and other search engines. More visibility means more visitors to your website and thus a higher chance of sales.
Even better: UGC is often perceived as more credible than traditional advertising, which increases the efficiency of your marketing spend. With a well-thought-out UGC strategy, you can not only save costs, but also significantly increase the effectiveness of your campaigns.
UGC videos create a deeper emotional connection with viewers. When people see other real users enjoying products or services, they feel more engaged. This emotional resonance can be crucial in winning loyal customers.
The emotional connection created by UGC can also increase brand loyalty. When customers share positive experiences with a brand, they feel not only part of the community, but also part of the brand itself. This sense of belonging can lead customers to not only repeatedly purchase from the brand, but also actively promote it.
In addition, brands can use UGC to tell stories that appeal to the emotions. Stories and storytelling from real users can often have a greater impact than typical advertising messages. Customers can identify with the experiences of others, which leads to stronger brand loyalty.
Customers trust other customers—not marketing claims. UGC delivers exactly that: testimonials, reviews, real voices. And in doing so, it improves the credibility of brands.
Social proof can take various forms, such as reviews, testimonials, and user experiences. This content is particularly effective because it comes from real people and was not created by the brand itself.
This authenticity makes UGC a powerful tool for promoting trust in a brand and convincing potential customers.
In addition, companies can also gain a competitive advantage by promoting UGC. When consumers see that others have had positive experiences with a product, they are more inclined to try it themselves.
UGC contributes to the formation of an engaged community around a brand. Customers who share their experiences promote a culture of exchange and interaction. This can lead to stronger brand loyalty, as customers feel part of a community.
Building a community can also help companies receive valuable feedback from their customers. When customers share their questions and concerns in a community, other members of the community can help find solutions.
This not only promotes customer loyalty, but also shows that the brand cares about customer satisfaction.
A successful example of community building through UGC is the Wolf Bank Story campaign, which encouraged customers to share their financial success stories. This campaign not only created authentic content, but also fostered a sense of belonging and engagement among customers.
Of course, AIGC has many advantages in marketing—especially in terms of scaling and automation. Here are some areas of application for AI videos:
| Field of use | How AI helps |
|---|---|
| Data analysis & Personalisation | AI generates automated, personalized recommendations based on user behavior. |
| Automation | Chatbots & content engines optimize workflows and response times. |
| Trend prognosis | Early detection of new needs through AI analysis. |
| Reduction of cost | Scalable processes save resources. |
| Fast production | Template-based AI content creation in seconds. |
AI videos are extremely fast to produce, scalable, and data-driven—ideal for explanations, product visualizations, or automated personalization. But when it comes to trust, proximity, and genuine purchasing impulses, AI reaches its limits.
UGC offers decisive added value here: content from real people who convince others with their experience. UGC thus creates genuine relevance, activates communities, and anchors brands emotionally in the right target group.
It's all about the combination: use AIGC for efficiency and reach – and UGC for credibility and relevance.
Speekly helps you do just that. The platform connects you with suitable UGC creators, takes care of all operational tasks in the background, and enables you to create video content for TikTok, Amazon, and others.
➡️ Get started with Speekly now and use UGC to drive your growth!
