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A Guide To User Generated Video Content For Ecommerce Stores
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Martin -
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Martin is an agency owner and SaaS projects maker. His work is featured in the leading ecommerce brands, magazines and podcasts. Talks about Marketing, Business Development, and Growth Hacking!
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16 minutes

Are you tired of the same old marketing tactics that seem to blend into the digital landscape? It’s time to shake things up and embrace the power of user-generated video content (UGC), particularly in the form of captivating videos.

In today’s fast-paced e-commerce world, authenticity is the name of the game. Customers are no longer swayed by polished brand ads; they crave genuine connections and real-life experiences.

That’s where user-generated video content comes in.

So, in this article, I’ll dive into the nitty-gritty of user-generated video content, exploring different types, best practices for sourcing and showcasing, and inspiring examples from leading e-commerce brands. Let’s start!


Why User-Generated Video Content Matters for Your E-commerce Strategy?

User-generated content (UGC) is a hot topic in the e-commerce marketing world. It’s all about engaging customers as active participants in promoting your brand.

Essentially, UGC refers to any form of content, like photos, reviews, and videos, created by people rather than brands. Now, let’s delve into the good stuff – user-generated video content.

user generated video content

Ecommerce stores, including those involved in dropshipping and small businesses alike, are increasingly leveraging user-generated video content to connect with their audience on a more personal level.

The aim of this article? To deliver actionable advice on using UGC videos effectively for your e-commerce strategy.

Also, why should you care about UGC videos? Here are some key benefits:


Customers trust content made by real people over polished brand ads.

Increased Engagement

UGC videos drive more engagement compared to traditional content types.

Improved SEO

User generated video content can improve your site’s visibility on search engines.


UGC video campaigns typically require less investment than professional shoots.

Dive in and explore practical tips and inspiring examples of user-generated video content done right!

💡 Tip: Read about Using Videos to Increase Sales in Dropshipping Businesses.

Different Types of User-Generated Video Content

Exploring the landscape of user-generated video content reveals a diverse array of options that can enhance your ecommerce store. Thus, each type offers unique advantages and can resonate differently with your audience.

👉 Check out the 10 Best Dropshipping Video Ads Service For Aspiring Dropshippers.

🔸 Testimonials

Testimonials are personal accounts where customers share their positive experiences with your product or service. Thus, they serve as powerful trust signals, showing potential buyers real people who have benefitted from what you offer.

  • Advantages: Builds credibility and emotionally connects with viewers.
  • Examples: A customer on camera explaining how a skincare product improved their complexion.

Take a look at this Dove user generated video content where a person shares their experience.

So, at first, they talk about their issue. Then, they tell how Dove products worked like magic to fix their long-lasting problems.

🔸 Product Reviews

Product Reviews go beyond testimonials by providing in-depth feedback on the features, benefits, and performance of a product. Hence, these UGC videos often take the form of unboxing or how-to-use demonstrations.

  • Advantages: Offers transparency and detailed information, helping customers make informed decisions.
  • Examples: A tech enthusiast discussing the pros and cons of a new gadget after using it for a week.

For example, most of Zara’s promotion is actually based on this type of marketing strategy. Hence, influencers, customers, and Zara lovers, film themselves unboxing Zara products and trying them out. 👇


Unbox our xara haul with us📦☁️🫶🏽 #zarahaul #newinzara #unbox #unboxing #zarahaul2024 Black co-ord🖤 STRETCH LEGGINGS WITH ZIPS BLACK 0/7385/521/800/02 STRAPLESS STRETCH TOP BLACK 0/7385/012/800/ Black dress 🖤MIDI DRESS WITH ZIPS 0/5427/257/800/02 Jeans 👖 MID-RISE TRF CARGO JEANS 0/8197/337/400/38 Cream tracksuit 🤍BOMBER SWEATSHIRT WITH ZIP ICE 0/4174/872/805/03 WIDE-LEG PLUSH TROUSERS ICE 0/4174/873/805/03 Grey tracksuit 🩶BOMBER SWEATSHIRT WITH ZIP 0/4174/872/819/03 WIDE-LEG PLUSH TROUSERS 0/4174/873/819/03

♬ original sound – McMahon Twins

Tutorials and How-To Guides

Customers often create tutorials and how-to guides to showcase the functionality of a product or demonstrate creative ways to use it.

  • Advantages: Educates potential customers and showcases practical uses of products.
  • Examples: A makeup artist sharing a step-by-step guide on achieving a certain look using your cosmetics line.

For example, this type of user generated video content is pretty popular in the skincare and beauty industry. Check this out, a makeup artist using Chanel products.👇

🔸 Behind-the-Scenes (BTS)

Behind-the-Scenes (BTS) content captures the informal, unpolished side of customers engaging with products in real-life settings, adding an element of authenticity that polished marketing videos may lack.

  • Advantages: Humanizes your brand and helps viewers form a personal connection.
  • Examples: A family documenting their camping trip while using outdoor gear from your store.

😬 Still trying to get back into the swing of things after the holiday break. December was one for the books but we cannot wait to share some of the exciting things that are coming up… A new product launch, perhaps…? 👀😉 #wildcraftcare #naturalskincare #smallbusiness #naturalbeauty❤️ #smallbusinesstiktok #recap2023

♬ OUT NOW Enzo Smooth Operator – Enzo is Burning

Leveraging these types of user-generated content effectively requires attention to detail and an understanding of what resonates with your customer base.

Thus, with each video shared, you invite potential buyers into the world of existing customers, offering them a peek at what their future could look like with your products in hand.

Moving forward, sourcing high-quality UGC videos becomes critical to maintaining the authenticity that today’s consumers demand.

How to Find High-Quality User-Generated Videos for Your Ecommerce Store

User-generated videos can greatly enhance your ecommerce store’s appeal by adding trust and authenticity.

To make the most of this opportunity, it’s important to know how to create user-generated videos that resonate with potential customers.

Therefore, here are some effective strategies to encourage submissions and ensure the videos align with your brand:

1. Encourage Customer Participation

  • Incentivization: Offer rewards such as discounts, loyalty points, or contest entries to customers who share video content. For example, you can say “Tag us on Instagram for a chance to win a $50 gift card!”
  • Creative Prompts: Inspire your customers’ creativity by giving them specific video themes or challenges. Ask them to demonstrate how they use your product in their daily lives or during special occasions.

For example, giveaways are a pretty popular type of UGC nowadays. Hence, this way businesses manage to grow their customer base and sales.


We’re giving away these exclusive TN’s 🔥 Winner is drawn in 4 weeks! #giveaway #happs #tn #nike #hypebeast #sneakers #fyp

♬ original sound – Happs Collective

Plus, if you challenge them to make a specific video, you can get a diverse range of user-generated video content and use it to promote your brand.

👉 Read about Customer Service for Dropshipping: The Ultimate Guide of 2024.

2. Curate Content Like a Pro

  • Set Clear Guidelines: Provide customers with clear instructions on the type of content you’re looking for. This may include the video length, preferred format, and any specific requirements.
  • Focus on Quality: Instead of accepting every video, prioritize those that align with your brand’s image and values. Look for high-resolution videos with good lighting and clear sound.
  • Seek Authenticity: While quality is important, overly polished videos can feel staged. Aim for a balance where the content appears professional yet genuine.

By following these methods, you’ll be well on your way to building a collection of user-generated videos that can turn visitors into customers and casual buyers into loyal advocates.

Also, keep an eye out for standout contributions that could even become the centerpiece of your marketing campaigns!

Remember, user-generated video content has the potential to become a valuable asset in your ecommerce strategy, fostering a lively community around your products and brand.


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Best Practices for Showcasing User-Generated Videos Effectively on Your Ecommerce Site

When it comes to showcasing user-generated content (UGC), especially videos, strategic placement is crucial.

You want to ensure your UGC videos are easily discoverable and enticing enough to make your customers stop scrolling and watch.

👉 Check out my Billo Review: The Best UGC Video Marketplace For Dropshippers.

1. Product Pages

This is the prime real estate for UGC videos. Displaying real-life uses of your products by actual customers can help potential buyers visualize themselves using the products.

So, take a leaf out of GoPro’s book; they have a whole segment dedicated to UGC videos right on every product page.👇

2. Homepage

A dedicated section on the homepage can pique visitors’ curiosity and encourage exploration.

For example, Zara includes UGC videos on their homepage, showing how different customers style the same clothing piece.👇

3. Shopping Cart Page

Placing UGC videos here can be an effective way to reduce cart abandonment rates.

Imagine this example of shopping cart homepage with user-generated content of a man using a ring or giving valuable information on a certain type of ring. Even if you had doubts about getting a ring before, this might convince you to reconsider because a third party is talking about it.

It is important to use user-generated videos in strategic places so that they can easily convert and you can ensure that your target audience gets to see them. If you are unsure, consult an expert on which pages of your website to add the different videos for maximum optimization for sales conversion.

4. Email Newsletters

Including UGC video links in your emails can add an element of authenticity and excitement.

While display strategy is one part of the puzzle, how you design your UGC video displays matters too:

  • Engaging Thumbnails: Make sure your video thumbnails are engaging enough to entice clicks.
  • Short & Sweet: Keep your UGC videos short and punchy to cater to dwindling attention spans.
  • Quality Control: Despite the authenticity factor, ensure your UGC videos are of good quality and reflect well on your brand image.

In the world of dropshipping, Printful does an excellent job showcasing their user-generated TikTok videos in their ecommerce store, demonstrating how effective UGC can be for this business model.

Amplifying Your Reach: Leveraging User-Generated Video Content Across Social Media

Social media platforms are not just channels for networking; they’re powerhouses for video marketing, particularly when it comes to spreading the word about your ecommerce brand.

So, with the right social media strategy, you can turn user-generated videos into vehicles of immense customer engagement and brand loyalty.

How To Encourage Social Sharing of UGC Videos?

To kickstart social sharing:

Create Shareable Content

Encourage customers to produce videos that resonate with their personal stories and experiences with your products, making the content relatable and share-worthy.


#ad Come with me on a lil trip to the cute new Warby Parker store in Upper Dublin! @Warby Parker #warbypartner

♬ 部屋の窓辺 – Lamp

Use Hashtags

Craft unique hashtags for your brand and encourage users to tag their posts. This enhances discoverability across platforms like Instagram and TikTok.

For example, nback in September 2018, when TikTok was new to the scene, Guess became the initial brand in the United States to team up with TikTok for a marketing push.

They kicked off a six-day campaign featuring a TopView TikTok ad style. This meant that whenever TikTok users in the U.S. opened the app, they’d be directed to Guess’ #InMyDenim hashtag challenge.

Engage with Submissions

Show appreciation by commenting on or sharing customer videos. This not only validates their effort but also increases the likelihood of further shares.

Collaborating with Influencers

Teaming up with influencers can catapult your brand’s reach. Here’s how:

  • Identify the Right Match: Partner with influencers who align with your brand’s ethos and have an engaged following.
  • Influencer Challenges: Create fun challenges influencers can participate in, using your product, which their followers can replicate.

👉 Read about Influencer Marketing For Dropshipping In 2024 – Beginner’s Guide.

Running UGC Video Contests or Campaigns

Hosting contests is a dynamic way to generate buzz:

  • Contests with Rewards: Launch competitions where the best video submission wins a prize. It motivates high-quality content creation.
  • Campaigns with Purpose: Align your UGC campaigns with causes or trends that matter to your audience, creating deeper connections.

By strategically using these tactics on social media platforms, brands can significantly amplify the visibility of user-generated videos.

So, collaborations with influencers should be considered a key part of this approach as they can introduce your products to a broader audience in a context that feels personal and genuine.

How To Measure the Success of Your User-Generated Video Content Strategy

The neat thing about digital marketing? It’s all measurable. So, let’s dive into the river of UGC video performance metrics and explore how to track your success.

1. Engagement Rate

Firstly, consider the engagement rate. This includes likes, shares, comments, and views. High engagement implies that your content resonates with your audience.

2. Conversion Rates

Secondly, conversion rates are a direct measure of UGC videos’ impact on sales. Monitor the number of purchases resulting from users viewing your UGC videos. A higher conversion rate indicates that the user-generated video content effectively persuades customers to purchase.

3. User Retention

Thirdly, consider user retention. If you notice customers returning to watch UGC videos often, that’s a good sign! It means they find value in the content you’re showcasing.

4. Social Sharing Statistics

Next is social sharing statistics. The more your UGC videos are shared across social platforms, the wider their reach.

5. Click-Through Rates (CTRs)

Lastly, measure click-through rates (CTRs) on video-sharing emails or posts. Higher CTRs indicate increased interest in your content.

Remember to revisit these metrics regularly to stay on top of your game! As your ecommerce store evolves, so too should your strategy for using UGC videos.

Potential Challenges and How to Overcome Them When Using User-Generated Videos

User-generated video content offers several advantages, but it’s important to be aware of and address any potential obstacles that may arise. Here are three common challenges that may come up when working with user-generated videos and some tips on how to tackle them:

When using videos created by your users, it’s crucial to ensure that you have the necessary legal rights to do so. This means obtaining proper permissions from individuals featured in the videos and ensuring that any copyrighted materials used are appropriately licensed. Here’s how you can navigate this challenge:

  • Obtain written consent: If someone is recognizable in a user-generated video, ask them to sign a release form granting you permission to use their image.
  • Use royalty-free assets: Encourage users to only include music, images, or other elements in their videos that they have the rights to or that are available for free commercial use.

❌ Negative Submissions

While most user-generated content tends to be positive, there’s always a chance of receiving negative submissions that could harm your brand reputation. To mitigate this risk, consider implementing these strategies:

  • Set clear guidelines: Clearly communicate what type of content is acceptable and what is not. Specify any topics, language, or behavior that should be avoided.
  • Moderate submissions: Assign a team member or team to review all user-generated videos before they’re published. This way, you can catch and filter out any inappropriate or harmful content.

❌ Brand Consistency

With user-generated videos, there’s often a wide range of styles and quality levels. Maintaining brand consistency while still allowing for creativity can be a balancing act. Here are some ways you can achieve this:

  • Provide guidelines: Offer instructions on the desired tone, style, and format for user-generated videos. This can include suggestions on framing, lighting or using specific brand elements.
  • Showcase examples: Share a few examples of user-generated videos that align with your brand’s aesthetic to give your audience a better understanding of what you’re looking for.

By proactively addressing these potential challenges and implementing the suggested solutions, you can confidently leverage user-generated videos as a valuable marketing tool for your ecommerce store.

Inspiring Examples of User-Generated Video Content Done Right in Ecommerce

Ecommerce brands are increasingly using user-generated content (UGC) videos to connect with their audience and drive sales. Here are a few standout examples of how this strategy has worked for some well-known brands:


Glossier, a popular beauty brand, has leveraged UGC videos to build a strong online community.

They often feature customer videos that show how to use their products, share honest reviews, or capture the excitement of receiving an order.

This approach not only builds trust among their customers but also showcases different ways their products can be used.

Lush Cosmetics

Lush Cosmetics encourages customers to share videos of their bath bomb experiences, complete with vibrant visuals and personal stories.

By showcasing these videos on their website and social media channels, Lush creates an immersive online experience that captures the joy and relaxation their products provide.4

Warby Parker

Warby Parker, an eyewear brand, has found success with their Home Try-On campaign, where customers can request a box of glasses to try on at home.

Thus, they encourage participants to share videos of themselves trying on different frames and ask for feedback from the community.


Help me choose a frame!? Or two! I tried @Warby Parker easy & free home try-on to see which frames fit me the best 🤍 #warbyparkerhometryon #warbyparkerpartner

♬ original sound – Lynn-Kate

This not only helps potential buyers see how the glasses look in real life but also fosters a sense of belonging among Warby Parker customers.

By looking at these examples, other ecommerce brands can learn valuable lessons on how to incorporate UGC videos into their marketing strategy:

  • Repost customer videos that showcase product use or reviews
  • Encourage customers to share experiences with your products through video
  • Create campaigns that involve the community and foster interaction between users

Remember, the key is to prioritize authenticity and engage with your audience genuinely.


Embrace the Power of Authenticity with User-Generated Video Content for Your Ecommerce Store

User-generated video content is a gold mine waiting to be tapped. Small ecommerce stores and dropshipping ventures can leverage these genuine, customer-created visuals to differentiate themselves in an increasingly competitive market.

Gone are the days when polished, professional advertisements were the only game in town. Shoppers today crave authenticity – they want to see real people using your products in their everyday lives. And what better way to provide that than through user-generated videos?

How to Get Started with UGC Videos

So, here are three actionable steps to kickstart your UGC video strategy:

  1. Begin a Call-to-Action (CTA) Campaign: Invite your customers to share videos of them using your product. This could be as simple as a post-purchase email or a CTA on your website.
  2. Incentivize Participation: Give your customers a reason to participate. Offer discount codes, freebies, or even feature their video on your site as incentives.
  3. Highlight User Videos On Your Site and Social Media: Once you start receiving UGC videos, showcase them prominently on your site and share them on your social media platforms.

UGC videos aren’t just about selling more products – they’re about building a community around your brand. As you move forward in this journey, remember: authenticity should always be at the heart of everything you do.

About the Author

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Martin Stoimenov
Martin is an agency owner and SaaS projects maker. His work is featured in the leading ecommerce brands, magazines and podcasts. Talks about Marketing, Business Development, and Growth Hacking!