In short
- UGC videos of 30–60s can perform better than 15-second videos because they tell stories, explain and build trust.
- The UGC approach changes according to the industry: emotional in consumer goods, explanatory in energy and experiential in entertainment.
- Brands are investing in vlogs, POVs, mini stories and real experiences that look like organic content.
In this article
Many brands are already creating UGC. The problem is that very few are doing it well. Because it’s not just about recording videos with creators and calling it a day. It’s about understanding how to use that content within a strategy that delivers results.
In this episode, we analyse how brands like Maxibon, TotalEnergies, Flexicar or The Lion King the Musical, among others, are using UGC for more than just “being on social media”: to grow, scale campaigns and convert. And they do it with HICARI the UGC platform, which is changing the game with its self-service platform + strategic Account Manager system.
Why real 45–60-second videos are working
One of the clearest insights we’re seeing from this type of always-on UGC video system is this:
Longer content (30–60s) is performing better than the classic 15-second video
Why? Because it doesn’t just capture attention.
It also:
- Tells a story
- Explains the product better
- Overcomes objections
- Provides context
- Builds trust
It’s no coincidence that brands like TotalEnergies and Flexicar are investing in these formats. Although in the case of Maxibon, there’s another approach to connecting with younger audiences, trends, etc.
Not all industries communicate in the same way
Another key point: UGC isn’t copy and paste.
Each industry needs a different approach:
- Consumer (e.g. Maxibon): more emotional, fun, trend-driven and shareable content
- Energy (e.g. TotalEnergies): explanatory, clear and direct content
- Education (e.g. MasterD, That’s English): focused on providing value and answering questions
- Entertainment (e.g. The Lion King Musical): experiential and aspirational content
The format is the same (UGC), but the message and intent change completely.
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What type of content is actually working
The brands achieving results aren’t creating corporate content.
They’re investing in formats such as:
- Real-use vlogs
- POVs and everyday situations
- Mini stories with a problem + solution
- Real opinions and experiences
Content that feels organic. That doesn’t look like an ad.
And that’s the key.
If you want to understand how to apply UGC effectively (without posturing and with a results-focused approach), listen to the full episode.
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Frequently asked questions
Why do longer UGC videos work?
Because, in addition to capturing attention, they allow you to tell a story, explain the product better, overcome objections, provide context and build trust.
How should UGC be adapted to each industry?
The format may be the same, but the message and intent change: emotion in consumer goods, clarity in energy, answering questions in education and experience in entertainment.
Which UGC content formats are working?
Real-use vlogs, POVs and everyday situations, mini stories with a problem and solution, and real opinions and experiences are working.
For brands
UGC videos for your brand
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