ugc-examples.com

UGC Examples: 40 Real Videos, by Type

UGC, short for user-generated content, is a video or photo about a product made by a real person instead of the brand, like a student filming how she plans her week in a notes app. These UGC examples are 40 real creator videos sorted by type, each with its views, the creator's follower count and a link to the original post.

Videos
40
Types
14
Categories
9
Views
257M

Hover over a video to play it, click to open its breakdown.Tap a video to watch it with its breakdown. 12x means 12 times more views than the creator has followers: the higher it is, the more the format did the work.

BeatsHookShowProofAsk

Looking for app and software UGC only? viral.app's free UGC examples libraryhas more than 6,000 of them, searchable by niche, app and hook.

14 types

Types of UGC videos

Each type starts with a short explainer: what it is, when to use it, how the best ones are built second by second, hook lines to adapt and the mistakes that sink it. The real examples follow, from different product categories. To turn a type into a brief your creators can follow, viral.app's free course has a chapter on finding viral formats.

Product demo or review · 3 examples

What is a product demo UGC video?

A creator shows the product working on camera and gives an honest verdict, usually within 30 seconds.

Use it when the product's value is visible in a few seconds and you want clicks, installs or sales from people already comparing options. It is the default bottom-of-funnel format and suits apps, gadgets, beauty, kitchen tools and anything with a clear watch-this moment.

  1. 0-2 sthe reaction or the result first, product already in frame
  2. 2-8 sthe one problem it solves, said plainly
  3. 8-25 sthe product in use, close up, one feature at a time
  4. Last 3 sthe verdict and where to get it
Hook lines, mistakes and the ad version

Hook lines to adapt

  • “I didn't think a $[price] [product] could actually do this”
  • “I've used [product] for [time], here's my honest review”
  • “Everyone keeps posting [product], so I tested it”

Mistakes that sink it

  • Listing every feature instead of showing one
  • Holding the product back until second 10

As a paid ad

As a Spark Ad or partnership ad the demo usually stays as it is, while the first line gets 3 to 5 alternate hooks and the last seconds get a direct call to action.

3,764 more app examples in viral.app's library

Tutorial or how-to · 3 examples

What is a tutorial UGC video?

Step-by-step instructions where the product is the tool that makes the steps easy.

Use it for products people need to learn, or for a result viewers want to copy, such as a recipe, a routine or an app workflow. It earns saves and trust in the middle of the funnel and suits apps, software, beauty, food and home products.

  1. 0-2 sthe finished result, or a line that names the viewer's situation
  2. 2-5 swhat you need, product included
  3. 5-35 sone step per cut, with a text label on each
  4. Last 3 sthe result again and a reason to save it
Hook lines, mistakes and the ad version

Hook lines to adapt

  • “If you [situation], do this before [moment]”
  • “How I [result] in [short time] with one [tool or app]”
  • “The [task] trick I wish someone had shown me sooner”

Mistakes that sink it

  • Talking through the setup before the first step
  • Steps too fast to follow without pausing

As a paid ad

Paid tutorials are usually trimmed to the 3 or 4 steps that show the product, with the finished result moved to the first second.

866 more app examples in viral.app's library

Storytime · 2 examples

What is a storytime UGC video?

The creator tells a personal story while doing something else, and the product appears as part of it.

Use it to make a product feel discovered rather than sold, when watch time and comments matter more than an instant click. It works at the top and middle of the funnel and suits apps, fashion and beauty products that solved a real problem for the creator.

  1. 0-3 sopen in the middle of the story, not the setup
  2. 3-15 sthe frustration and what they tried first
  3. 15-30 sthe product enters as the thing that changed it
  4. Endwhere things stand now
Hook lines, mistakes and the ad version

Hook lines to adapt

  • “My [roommate or mom] just caught me [unexpected thing] at 2 a.m.”
  • “Storytime: the day [problem] finally got me”
  • “I spent [months] trying to [goal] and I'm only finding this now?”

Mistakes that sink it

  • A long setup before anything happens
  • The product arrives so late that most viewers never see it

As a paid ad

As an ad the story is cut to under 30 seconds, and the product's name goes on screen the first time it appears.

461 more app examples in viral.app's library

Talking head · 3 examples

What is a talking-head UGC video?

The creator speaks straight to the camera with an opinion, tip or hot take about the product.

Use it when a clear argument sells the product better than visuals, for example software, finance, education or anything with a strong point of view. It works across the funnel and is the cheapest format to film in volume.

  1. 0-2 sa bold claim or a direct callout, face close to the lens
  2. 2-15 sthe reason, in plain words
  3. 15-30 sproof, such as a screenshot or the product in hand
  4. Endone takeaway or a question for the comments
Hook lines, mistakes and the ad version

Hook lines to adapt

  • “Unpopular opinion: you don't need [common thing], you need [product type]”
  • “If you're a [identity] and still [doing X], stop scrolling”
  • “Nobody talks about this, but [surprising fact about the category]”

Mistakes that sink it

  • Reading a script in presenter voice
  • One static frame with no cuts for 20 seconds

As a paid ad

Talking-head ads add captions, a jump cut every few seconds and at least one shot of the product, so it is shown and not only described.

141 more app examples in viral.app's library

Listicle, ranking or tier list · 3 examples

What is a listicle or tier list UGC video?

A numbered list, ranking or tier list where the product is one entry, often near the top.

Use it to reach people still browsing a category, since lists get saved and argued about in the comments. It works at the top and middle of the funnel and suits apps, beauty, snacks, gadgets, books and anything people like to compare.

  1. 0-2 sthe list promise on screen, such as 5 apps I'd pay for again
  2. 2-25 sone item per cut, 3 to 5 seconds each
  3. Item 3 or 4the product, with a little more time than the rest
  4. Endthe top pick, or a what-did-I-miss question
Hook lines, mistakes and the ad version

Hook lines to adapt

  • “[Number] [products] I'd buy again with my own money”
  • “Ranking every [category] I tried this year”
  • “Tier list: which [category] are actually worth it”

Mistakes that sink it

  • Every item is a paid mention, so the list reads as an ad
  • Too many items to show any of them properly

As a paid ad

As an ad the list is cut to about 3 items and the product moves to the first or last spot, where it gets the most screen time.

271 more app examples in viral.app's library

Comparison or reaction · 4 examples

What is a comparison or reaction UGC video?

Product versus product, old way versus new way, or a creator reacting to another video by duet or stitch.

Use it when buyers already know the alternatives and need a reason to switch. It is a bottom-of-funnel format and suits apps, tech, beauty dupes, groceries and any product with a cheaper, faster or simpler angle.

  1. 0-2 sboth options on screen, split or side by side
  2. 2-15 sthe same test run on each
  3. 15-25 sthe difference that matters, shown rather than told
  4. Endthe verdict
Hook lines, mistakes and the ad version

Hook lines to adapt

  • “$[low] vs $[high] [product]: can you tell the difference?”
  • “[Old way] vs [product], I timed both”
  • “Replying to @[user]: okay, let's test it”

Mistakes that sink it

  • A test so obviously rigged that the comments call it out
  • Comparing on a feature nobody cares about

As a paid ad

Paid versions open on the result frame and often swap the competitor's name for a generic one, such as the one everyone uses.

128 more app examples in viral.app's library

Unboxing · 3 examples

What is an unboxing UGC video?

The creator opens a package on camera and gives first impressions of what is inside.

Use it for launches, gift seasons and products with good packaging, when the goal is curiosity and reach. It is a top-of-funnel format and suits beauty, fashion, tech, toys, subscription boxes and food gifts.

  1. 0-2 sthe box in hand and the first tear
  2. 2-10 sthe reveal, close up, with natural sound
  3. 10-25 sthe first try or first impression
  4. Endwho it is for, or what they would change
Hook lines, mistakes and the ad version

Hook lines to adapt

  • “Let's open the [product] everyone has been waiting for”
  • “I ordered the viral [product] so you don't have to”
  • “This just came in the mail and I need to show you”

Mistakes that sink it

  • Ten seconds of tape and bubble wrap
  • Only the box, never a real first use

As a paid ad

As an ad the slow opening is cut, so the video starts on the reveal with the product name on screen.

Before and after · 3 examples

What is a before-and-after UGC video?

A transformation shown as a clear before, the product in action, and the after.

Use it when the result is visible on camera, as with cleaning, hair, makeup, home makeovers, organizing and photo apps. It works at every funnel stage because the payoff is the hook.

  1. 0-1 sthe after shot, or the worst of the before
  2. 1-5 sthe before, same angle and same light
  3. 5-20 sthe product in use, sped up
  4. Endthe full reveal, held for a beat
Hook lines, mistakes and the ad version

Hook lines to adapt

  • “My [room or item] before vs after one [product]”
  • “Day 1 vs day [n] of using [product]”
  • “Wait for the end: [task] with [product]”

Mistakes that sink it

  • Changing the angle or the lighting between shots
  • Editing the after so heavily that the comments doubt it

As a paid ad

Paid versions open on a split screen of before and after and keep the in-use footage under 10 seconds.

Skit or POV · 3 examples

What is a skit or POV UGC video?

An acted-out relatable moment, often captioned POV, where the product is the punchline or the fix.

Use it for reach and shares, when the product solves an everyday frustration people already joke about. It is a top-of-funnel format and suits apps, food and drink, pets, household products and anything with a this-is-me moment.

  1. 0-2 sthe POV caption and the chaotic moment itself
  2. 2-12 sthe situation escalates, with one or two characters
  3. 12-20 sthe product enters as the fix or the joke
  4. Enda reaction shot that loops back to the start
Hook lines, mistakes and the ad version

Hook lines to adapt

  • “POV: you finally found [product] that [fixes the pain]”
  • “Me at 2 a.m. trying to [task] without [product]”
  • “When your [roommate, mom or boss] finds out about [product]”

Mistakes that sink it

  • The joke works without the product, so nobody remembers the product
  • Acting so stiff that it reads as an ad

As a paid ad

As an ad the skit is cut to the setup and the product moment, with the product name on screen as soon as it appears.

46 more app examples in viral.app's library

Street interview · 3 examples

What is a street interview UGC video?

A creator with a microphone asks strangers a question, and the product comes up in the answers.

Use it for reach and social proof, when a simple question or taste test gets people talking about the category. It is a top-of-funnel format and suits food and drink, beauty, fashion, dating and language apps, and anything you can hand to a stranger.

  1. 0-2 sthe question on screen and the first answer
  2. 2-15 sthree or four quick answers, cut tight
  3. 15-25 sthe product, as a taste test, a reveal or a which-one-do-you-use question
  4. Endthe best reaction
Hook lines, mistakes and the ad version

Hook lines to adapt

  • “Asking strangers in [city] what they'd pay for [product]”
  • “I gave strangers [product] and asked for an honest rating”
  • “What's in your bag? [City] edition”

Mistakes that sink it

  • Yes-or-no questions that get one-word answers
  • Answers so polished they sound scripted

As a paid ad

Paid versions open on the single strongest reaction and add the product name as a caption.

More app examples in viral.app's library

Testimonial · 3 examples

What is a testimonial UGC video?

A real customer explains the problem they had and what changed after using the product.

Use it close to the purchase, for people who are interested but not yet convinced. It is a bottom-of-funnel format and suits higher-priced products, subscriptions, services and apps with an outcome you can see.

  1. 0-3 sthe outcome in one sentence, said to camera
  2. 3-12 swhat life looked like before
  3. 12-25 show they use the product, shown on screen
  4. Endwho they would recommend it to
Hook lines, mistakes and the ad version

Hook lines to adapt

  • “I was so skeptical about [product], here's what happened after [time]”
  • “I've used [product] for [time] and I'm not going back”
  • “If you're on the fence about [product], watch this”

Mistakes that sink it

  • Scripted lines the customer would never say
  • Results without the product ever on screen

As a paid ad

The ad version keeps the customer's own words, adds captions and moves the strongest sentence to the first second.

More app examples in viral.app's library

Faceless (screen recording or hands only) · 3 examples

What is faceless UGC?

No face on camera: a screen recording, hands with the product, or footage under a voiceover or text.

Use it when the product itself is the visual, or when the creator prefers not to appear. It suits apps, software, cooking, desk setups, crafts and beauty swatches, and works anywhere in the funnel depending on the script.

  1. 0-2 sthe most satisfying or surprising frame, with a text hook
  2. 2-20 shands or screen doing the task, with voiceover or captions
  3. 20-30 sthe result
  4. Endthe product name on screen
Hook lines, mistakes and the ad version

Hook lines to adapt

  • “The [app or tool] that does [task] for you”
  • “Things in my [kitchen or desk setup] that just make sense”
  • “Watch what happens when I [action] with [product]”

Mistakes that sink it

  • A flat voiceover with no personality
  • Screen text too small to read on a phone

As a paid ad

Faceless footage is easy to re-cut, so paid versions often test several voiceovers and text hooks over the same clip.

47 more app examples in viral.app's library

Slideshow (photo mode or carousel) · 2 examples

What is a UGC slideshow?

A swipeable set of photos with text on each slide, posted as TikTok photo mode or an Instagram carousel.

Use it for content people save: lists, rankings, one-step-per-slide recipes, glow-ups and things-I-wish-I-knew decks. It suits apps, beauty, food, travel and home, and lets one creator post in volume without filming.

  1. Slide 1a real photo, often a face, with about 8 words of text
  2. Slides 2-4one tip or step per slide
  3. Slide 3 or 4the product, as one tip among several
  4. Last slidethe payoff, or a question for the comments
Hook lines, mistakes and the ad version

Hook lines to adapt

  • “[Number] things I wish I knew before [milestone]”
  • “Apps that make [part of life] so much easier”
  • “How I [result] on a $[budget] budget, step by step”

Mistakes that sink it

  • Stock-photo covers that look like ads
  • The product on every slide

As a paid ad

TikTok supports Spark Ads for standard carousels, so a photo-mode post can be boosted as it is; paid decks usually name the product on slide 1.

Green screen · 2 examples

What is a green screen UGC video?

The creator talks in front of a screenshot, article, review or webpage using the green screen effect.

Use it when there is something to react to or prove: a review, a price, a headline, an app screen or a comment. It sits in the middle of the funnel and suits apps, software, finance, travel deals and products with strong reviews or press.

  1. 0-2 sthe screenshot behind the creator, and a point at it
  2. 2-15 sthe creator explains what we are looking at
  3. 15-25 sa second screenshot or the product in use
  4. Endthe takeaway
Hook lines, mistakes and the ad version

Hook lines to adapt

  • “Look at what this [app or site] just did”
  • “Replying to @[user]: here's the [product] I actually use”
  • “This review of [product] is exactly what happened to me”

Mistakes that sink it

  • A screenshot too small, or hidden behind the creator's head
  • Using the effect when nothing on screen is worth pointing at

As a paid ad

In ads the background usually becomes a clean product shot or a rating, with the creator kept to one side of the frame.

The older meaning

Famous brand UGC campaigns

In its older sense, user-generated content means customers making content for a brand: photos, contest entries, even Super Bowl ads. These seven campaigns are still the examples people cite. Every number on the cards comes from the brand or the publication named next to it.

  1. 2015 onward

    Apple: Shot on iPhone

    Starting in March 2015, Apple put photos and videos taken by iPhone 6 users on billboards, in print and in TV ads under the line Shot on iPhone. For the 2019 Shot on iPhone Challenge, people posted photos on Instagram or Twitter with #ShotOniPhone, and a panel of judges picked 10 winners for billboards, Apple stores and Apple's own channels.

    The 2015 Shot on iPhone 6 campaign, which Apple called World Gallery, won the Outdoor Lions Grand Prix at Cannes Lions (MacRumors, June 23, 2015). The 10 winning photos of the 2019 challenge came from countries including Singapore, Germany, Belarus, Israel and the US and ran on billboards in select cities (Apple Newsroom, February 26, 2019).

    Lesson: Pay for the rights you use: Apple's 2019 rules took a one-year license to entries and paid the 10 winners a licensing fee.

    Apple Newsroom (January 22, 2019)

  2. 2015 onward

    GoPro: GoPro Awards and the Million Dollar Challenge

    GoPro pays customers for footage it can use: the GoPro Awards launched in 2015 with $500 for photos, $1,000 for raw clips and $5,000 for edits, up to $5 million a year. Its Million Dollar Challenge splits $1 million among the customers whose clips make the highlight reel for a new camera.

    The 2023 challenge drew a record 42,446 clip submissions, up 66% year over year; 55 creators from 21 countries received $18,181.81 each, and GoPro said it had awarded $5 million over five years of the challenge (GoPro, April 26, 2023).

    Lesson: A prize pool split among everyone whose clip gets used turns customers into a steady supply of footage you are allowed to run.

    GoPro press release (April 26, 2023)

  3. 2014

    Starbucks: White Cup Contest

    Starbucks invited customers to decorate its plain white cup and post a photo of it with #WhiteCupContest. The winning design became a limited-edition reusable tumbler sold on StarbucksStore.com.

    Starbucks picked the winner from more than 4,000 entries (Fast Casual, September 8, 2014).

    Lesson: When the blank canvas is your own product, every entry is also a photo of that product.

    Fast Casual (September 8, 2014)

  4. 2011-12 (Australia), 2014 (US)

    Coca-Cola: Share a Coke

    Coca-Cola replaced its logo with the 150 most popular first names in Australia, then with 250 names on 20-ounce bottles in the US. The US launch asked people to share photos with #ShareaCoke for a chance to be featured on Coca-Cola billboards and in the ShareaCoke.com gallery.

    Coke sold more than 250 million named bottles and cans that first Australian summer, in a country of just under 23 million people, and the campaign has run in more than 70 countries (The Coca-Cola Company, September 25, 2014).

    Lesson: Put the customer on the packaging, and the photo they post becomes your ad.

    The Coca-Cola Company (September 25, 2014)

  5. 2006-2016

    Doritos: Crash the Super Bowl

    For ten contests, Doritos asked fans to make their own 30-second Doritos ads. Judges picked finalists, fans voted, and winning homemade ads aired during the Super Bowl, with a $1 million grand prize in the later years.

    The contest received more than 36,000 consumer submissions and paid out more than $7 million in prize money; the final year alone drew nearly 4,500 ads from 28 countries (PepsiCo, December 1, 2015).

    Lesson: Customer-made video can carry even your biggest media buy when the brief is clear, the prize is real and the audience votes.

    PepsiCo press release (December 1, 2015)

  6. 2014 onward

    Aerie: #AerieREAL

    Aerie stopped retouching its models in 2014 and invited customers to share their own unretouched photos with #AerieREAL. In 2018 it donated $1 to the National Eating Disorders Association for every unretouched swim photo shared with the hashtag, up to $25,000.

    Aerie's comparable sales rose 23% in the fourth quarter of fiscal 2018, after a 34% rise a year earlier, its 17th straight quarter of double-digit growth (American Eagle Outfitters, March 6, 2019).

    Lesson: A clear brand promise gives customers a reason to post, and their photos then prove the promise.

    American Eagle Outfitters press release (February 15, 2018)

  7. 2014 onward

    Calvin Klein: #MyCalvins

    Calvin Klein launched its "show yours. #mycalvins" campaign with more than 100 influencers posting photos in their Calvin Klein underwear, then invited everyone else to do the same. A hub at mycalvins.calvinklein.com collected the tagged fan photos and let visitors shop the styles in them.

    The #mycalvins hashtag had been used 362,000 times on Instagram (CNN, April 11, 2016).

    Lesson: Seed the behavior with a few known faces, then make the fan posts shoppable.

    PVH press release (February 19, 2014)

Paid

UGC as ads

A creator's video becomes an ad when a brand pays to show it to people who don't follow the creator. Three things change.

Where it runs. On TikTok, the brand runs the creator's post itself as a Spark Ad. The creator generates an authorization code in the video's ad settings, valid for 7, 30, 60 or 365 days, and the ad's views, likes and comments count on the original post (TikTok Ads Help). On Instagram and Facebook, partnership ads run from the creator's handle with the brand in the header; the creator shares a code for one post or approves the brand for their whole account (Meta).

The rights. Running the file from the brand's own account, often called a dark post, needs a usage-rights license that names the platforms, the duration and whether the brand may edit the video.

The edit. Paid versions get several alternate hooks, captions and a direct call to action. TikTok reports a 134% higher completion rate for Spark Ads than for standard In-Feed Ads, from its own 2022 A/B tests (TikTok for Business).

Photos

UGC photo examples

Photo UGC is the oldest kind: customers' own pictures of a product in real life. Brands put it on product pages next to reviews, in shoppable Instagram galleries, in emails and on billboards, the way Apple does with Shot on iPhone and Calvin Klein did with its #MyCalvins hub. On TikTok and Instagram, photo UGC now mostly comes as a carousel or slideshow with text on the photos. These four posts show the common styles, each with its first three photos.

Questions about UGC examples

What is UGC, with an example?

UGC, short for user-generated content, is any photo, video or review made by a customer or creator rather than by the brand itself. A simple example: a student films a 20-second TikTok of how she plans her week in a notes app. Brands also pay creators to make videos in exactly that style, which is what most marketers mean by UGC today.

What counts as UGC content?

Anything a person outside the brand creates about a product counts as UGC: TikToks and Reels, customer photos, reviews, unboxings, comments and forum posts. In today's marketing use, paid creator videos made in the same native style count too, even though the creator was hired. A brand's own studio ads do not. What matters is that it looks and sounds like a real person made it on a phone.

What are some examples of successful UGC campaigns?

Apple's Shot on iPhone puts customers' photos on billboards, GoPro pays customers whose clips make its launch videos, Starbucks turned customer cup designs into a product, and Doritos aired fan-made ads during the Super Bowl for ten years. Coca-Cola's Share a Coke, Aerie's #AerieREAL and Calvin Klein's #MyCalvins made customer posts the campaign itself. The campaign cards show what each brand did and the published results.

What is a UGC ad example?

A UGC ad is a creator's video run as a paid ad, either from the creator's account or from the brand's. A typical example: a creator films a 25-second demo of a budgeting app, sends the brand a Spark Ads code, and the brand runs her post as a TikTok ad with a Download button. Every product demo, testimonial and before-and-after on this page could run the same way.

What is the difference between UGC and influencer content?

Influencer content is paid for the creator's audience; UGC is paid for the video itself. An influencer posts to followers who trust them, so reach depends on that following. A UGC creator may have few followers: the brand buys the video to run as an ad or post on its own accounts, or pays per view for the organic reach. Many creators do both, so the difference is what the brand pays for.

Can you make UGC without showing your face?

Yes. Faceless UGC uses screen recordings, hands-only shots or product footage with a voiceover or on-screen text, and it works well for apps, cooking, desk setups and beauty swatches. The faceless and slideshow sections show real examples. Without a face to stop the scroll, faceless videos need a strong first frame and text that is easy to read on a phone.

Can AI make UGC videos?

Yes. AI tools generate UGC-style videos with AI avatars and voices, ChatGPT can write the scripts and hook variations, and OpenAI's Sora and similar models turn text prompts into short clips. AI is fastest for testing many versions of a script that already works. Real creators bring what it can't: actual use of the product, a real comment section and the trust of a real person. TikTok requires a label on realistic AI-generated video.

Is UGC content legal?

Yes, making and posting UGC is legal. Two rules apply once a brand is involved. To reuse someone else's photo or video, the brand needs the creator's permission, through a license or a platform tool such as a TikTok Spark Ads code or a Meta partnership ad code. And when a creator is paid or gets free product, the US Federal Trade Commission asks for a clear disclosure in the post itself, with words such as "ad" or "sponsored".

Is UGC still a thing in 2026?

Yes, and it keeps taking new forms. Brands now pay creators per view to post on brand-run accounts, boost the best organic posts as Spark Ads or partnership ads, and hire creators through job marketplaces. viral.app's free library alone holds more than 6,000 app and software UGC videos that each got at least 10 times more views than their creator has followers (viral.app, October 2026).

How do I find UGC creators?

Post a job and let creators come to you, then fill gaps by searching. On viral.app you can post a job and review applications with full creator profiles and portfolios. On TikTok and Instagram, search your category for small accounts with big views, check who tags your competitors, and ask your own customers. Creators looking for work can browse ugc-creator-jobs.com.

Views and followers as checked between September 20, 2026and October 18, 2026.

0:00 / 0:00