Product videos aim to present a product and explain it in more detail. The (potential) customers should understand it better through the video, develop an interest in it and, in the best case, decide to buy it. Regardless of the type of product, the benefits for your target groups must be clear.
Which UGC style works best for your product?
Product videos are an essential part of any marketing strategy for online shops. Especially when it comes to presenting your product in a particularly convincing way, the use of user-generated content (UGC) in your product videos can be a real game changer. Find out how to use UGC correctly and which UGC style suits your marketing goals in this article!
Product videos are an essential part of any marketing strategy for online shops. Especially when it comes to presenting your product in a particularly convincing way, the use of user-generated content (UGC) in your product videos can be a real game changer. Find out how to use UGC correctly and which UGC style suits your marketing goals in this article!
What exactly are product videos?
5 reasons why you should post product videos
Whether it's for B2C or B2B marketing, there are many reasons why it pays to include product videos in your marketing strategy. We've summarized the five biggest advantages down below:
1. Product videos increase the conversion rate
Many shoppers watch videos before buying a product - especially on platforms such as YouTube. According to Statista, over 145% of all German customers do this. Authentic UGC review videos are particularly influential on the purchase decision, as they can increase the conversion rate by up to 34% according to DemoUp.
2. Product videos avoid bad purchases and returns
Generally speaking, the more complicated a product is, the greater the benefit of an explanatory product video. If customers understand the product and its features before they buy, they will make better purchasing decisions. If they know what to expect, they are spared unwanted surprises or bad purchases, which in turn can greatly reduce the return rate.
3. Videos improve the search engine ranking
Product videos also have a positive effect on SEO performance. Videos ensure that people stay on your website for longer - and that's exactly what Google loves.
For Google, this is a signal that the page provides relevant information for users, which improves the search engine ranking. In addition, pages with videos are often displayed with a preview image, which means more people click, which improves the click-through rate.
4. Videos convey emotions
Videos can convey information not only quickly, but also in an entertaining and interesting way. This is because expressive, captivating videos not only convey emotions, but often also an attitude to life. This can awaken desires and needs to want a product.
5. Product videos replace the shop visit
In a shop, you can touch products, try them out and get advice. Online, this direct contact is missing - but this is exactly where the product video comes into play. It shows everything important at a glance and helps your customers to encourage them in the buying process with relevant information.
UGC is a game changer for product videos
As with many other types of video, UGC is also a profitable and particularly convincing tool for product videos. This is because potential customers usually believe and trust the personal opinions and experiences of other users more than the advertising messages of perfectly staged product videos.
Here are some of the most common UGC video styles
When product videos with UGC, you have a choice of different formats and styles. Not every UGC style is suitable for every product. There are basically four different UGC styles for product videos:
Explanatory how-to videos
Product videos are easier to understand when potential users see ‘live’ how a product works or is used. This is exactly why how-to videos are so popular. They have an explanatory character and are the tool of choice if you want to convert prospects into buyers. If you use how-to UGC in your product videos, they can also build trust. After all, other users have already been satisfied with the product and can now demonstrate how easy it is to use.
Video-Ads
Video ads usually start one step earlier: They are primarily intended to draw attention to your product and arouse interest in it. For example, content creators use the video to explain what problem a product solves and what benefits it offers. To motivate your target group to take action, it is advisable to integrate a CTA (call to action) at the end of video ads.
Unboxing videos
Unboxing videos build up excitement and increase the viewer's desire to (also) want to have a product through the dramaturgical effect of anticipation. The video shows how other users enthusiastically unpack their product and celebrate the first real contact. Beautiful packaging and a personalised card are advantageous here to present the brand in a particularly positive light. This UGC style is particularly suitable for products such as jewellery, clothing or home accessories.
Testimonial videos for more social proof
Social proof videos are a little more complex to implement, but a particularly profitable UGC style that can be used to increase trust in your product. Basically, social proof is proof that other people have already had a positive experience with your product. In addition to customer reviews, likes and shares on social media, you can also use product videos with UGC as social proof, for example in the form of testimonials or user-generated review videos. According to the motto ‘five opinions are better than one’, several UGC creators usually have their say in social proof videos.
Which UGC style works best for a certain application area?
Which UGC style you choose for your product video depends, among other things, on the planned objectives and areas of application. You have the following options:
Product launch:
Before and during the market launch of a new product, UGC video ads are a great way to generate attention and arouse interest. The product video should therefore be as creative and spectacular as possible.
Online shop:
Product videos in online shops are primarily used to describe the application in order to clarify the most important questions about the product and make the purchase decision easier. Here we recommend more factual how-to videos that show your product in direct use.
Point of sale (POS):
Wherever you offer and sell your product, a product video can be helpful. Here, it serves as a kind of virtual advisor that answers typical customer questions and encourages them to buy. This can be achieved, for example, in the form of testimonials or how-to videos.
Social media:
If the product video is to be played out primarily via social media, it should be as entertaining as possible and captivate the viewer from the very first seconds. Emotional content such as unboxing videos or social proof videos in the form of testimonials score highly here. Video ads can also be rewarded with many likes and shares if they are prepared in a way that is appropriate for the target group.
Business meeting:
In B2B communication, an exciting and lively presentation of your product serves as a sales video that emphasises the added value of the product. How-to videos or informative tutorials, for example, are suitable for convincing potential customers, partners and investors.
UGC styles and their platforms and target groups
Not every UGC style works equally well everywhere - because platforms sometimes differ greatly in terms of tonality, user behaviour and target groups. Tailoring your content to the respective platform increases its relevance for potential customers:
TikTok - Short & authentic
UGC on TikTok thrives on personality, trend awareness and dynamism. Ideal are:
Quick tutorials with a surprise effect
Challenge videos, e.g. ‘I use XY like this...’
Behind-the-scenes or day-in-my-life videos
Target group: Trend-savvy Gen Z & young millennials, impulsive buyers
YouTube - detailed & informative
Perfect for products in need of explanation or deeper insights:
How-to videos with real added value
Comparison videos (e.g. ‘X vs. Y’)
Long-format testimonials or reviews
Target group: Older target groups, but also younger people with a direct intention to buy
Instagram - visual & high quality
Score points here with aesthetics and storytelling. Particularly popular:
Unboxings with voiceover
Short reels with a before-and-after effect
Swipeable story ads with clear CTAs
Target group: Lifestyle-orientated & visually influenced users
Facebook - Trust & Community
Even though Facebook is no longer a trend platform, it offers good opportunities for
Authentic testimonials
Community-based recommendations
Local product presentations
Target group: Broader, often older, ideal for everyday products & niche offers
Product videos produced by UGC creators:
As you can see: A good product video involves a lot of work that requires strategic planning - from target group analysis and SEO strategy to the right choice of music and audio quality. It is therefore important that you think about the goals and areas of application of the product video in advance. Answer the following questions in advance:
What do you want to achieve with the product video?
Which target group do you want to address?
What is the USP (Unique Selling Point) of your product?
Which features or functions are of particular interest to your target group?
What needs to be explained about your product?
Which call to action makes sense?
To ensure that your product video with UGC performs really well, it's best to keep the following five tips in mind when planning and realising it:
1. Choose the right UGC creator
If you are looking for UGC creators for your product video, they should not only match your target group and your product, but also have personality and come across as authentic.
2. Show what your product can do
It is of little use if a product video impresses with effects if the viewer ultimately does not know what the product can do and what added value it offers. In addition, long product descriptions are boring and overwhelming. UGC creators should therefore not just hold the product up to the camera, but show it in action and explain it simply along the way.
3. Mix entertainment with information
Product videos are more effective if they not only inform and explain, but also have an entertaining character. Paired with humour or crisp storytelling, dry facts are better remembered.
4. Pay attention to the length of the video
To ensure that customers are picked up quickly and stay tuned, the video should summarise the strongest arguments of your product in just a few seconds. Product videos with a length of one to a maximum of two minutes are considered optimal. If there is more to explain, it is advisable to divide the video into several sections dedicated to different topics (e.g. special features, functions or possible applications).
5. Keep an eye on the big picture
No matter how well your product is presented: Every marketing video stands and falls with the overall picture. Pay attention to a coherent colour language that matches the corporate design of your brand, as well as a high-quality audio mix of music and suitable sound effects.
How much do product videos cost?
The cost of a product video depends, among other things, on the duration of the video and your requirements for the video. With professional production by an agency, prices for a one-minute video often start at 4,000 euros. It is usually cheaper, faster and easier when using user-generated content. This is because when your target group and customers have their say and provide video content for you, your marketing team only has to deal with the selection, editing and post-production.
If you want to reduce the effort and costs for your product video with UGC, Speekly makes it particularly easy for you.
You simply create an job order via our UGC platform and select suitable content creators to present your product according to your specifications. You simply specify the style you want them to use in the job description. We will be happy to advise you personally in advance as to which UGC style best suits your product and your purposes.
No matter which style you choose: In the end, a product video with UGC can measurably improve the relevant marketing KPIs. Try it out now and have your next product video created by a convincing content creator!
Conclusion
Product videos are an effective tool that can increase the conversion rate, reduce mis-selling and improve SEO rankings. Videos with UGC are particularly effective as they create trust in a product due to their authentic nature.
The choice of the right UGC style depends on the marketing objectives and the area of application, be it in the online shop, at the point of sale, on social media or in the B2B sector. It is important to choose the right creators that suit your product and target group.
At Speekly, you will find over 10k UGC creators who will create product videos for every use case. Register now and create engaging and successful UGC with us!
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