In short
- UGC isn’t just about people talking to the camera; reducing it to that limits retention and results.
- The creator is the vehicle for the message and should represent situations, show real problems or create a sense of identification.
- Vlogs, POVs, sketches and interviews connect, entertain and build trust when they stem from a clear idea.
Over the past few years, UGC has become one of the formats most widely used by brands on social media and in ads. But its popularity has also brought a very common problem: reducing UGC to people talking to the camera while reading a script.
Don’t make UGC by just talking to the camera (and why that limits your results)
And no, that isn’t UGC (what is UGC?)
Or rather: it’s only a very small part of the format.
Today, creating nothing but UGC videos with someone saying “hi, I’m X and I’m going to tell you about…” usually results in flat content, low retention and mediocre results.
Especially in a context where the feed is saturated with disguised ads.
You may be interested in: What are the best UGC video content creator platforms?
The mistake: confusing UGC with brand spokespersons
UGC works (UGC benefits) because it’s human, relatable and natural. We already know that…
But when we turn it into mini ads, memorized speeches or lists of benefits, it loses everything that made it powerful.
👉 The creator isn’t the message; they’re the vehicle.
You don’t hire UGC creators to have someone explain your product, but to represent a situation, show a real problem or create a sense of identification for the user.
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UGC isn’t “talking to the camera”: formats that really work
Thinking of UGC only as people talking to the camera severely limits its potential. Today, there are many UGC formats that perform better in terms of retention, reach and engagement:
- Vlogs showing real-life product use
- POV (Point of View) where the user steps into the protagonist’s shoes
- Sketches featuring humor and mini stories
- Interviews or reporter-style formats with real answers
These formats don’t sell directly, but they connect, entertain and build trust, which is what algorithms reward.
The script matters (much) more than the creator
Another common mistake is thinking that UGC works better the more improvised it is. The reality is that high-converting UGC has a clear idea behind it.
It’s not about controlling the creator, but about giving them a role
As with any well-made series or ad: there is freedom, but also structure.
Social media content plan: how to create one step by step [+ examples]
We tell you more in this episode:
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Frequently asked questions
What role should the creator have in a UGC video?
The creator isn’t the message, but the vehicle. Their role is to represent a situation, show a real problem or create a sense of identification for the user, rather than simply explain the product.
What UGC formats can work better than talking to the camera?
Formats that may work better include real-life use vlogs, POV videos, sketches with humor and mini stories, and interviews or reporter-style formats with real answers.
What should the script for a UGC video be like?
High-converting UGC needs a clear idea behind it. The script should give the creator a role and provide structure, without completely controlling how they interpret it or taking away their freedom.
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