In short
- UGC videos can take the form of POV, voice-over, vlogs or mini stories, without always needing to feature someone talking to the camera.
- For UGC Ads, it’s best to guide the message while allowing freedom with the hook; for organic content, naturalness and improvisation carry more weight.
- UGC is not influencer marketing: the creator doesn’t need an audience, and the choice should focus on the right profile, not the label or price.
In this article
Creating UGC videos has become one of the most powerful strategies for growing on TikTok, Instagram Reels and paid media campaigns. But it is also one of the strategies that raises the most questions.
Every week, ecommerce, food, beauty, fitness and service brands ask us the same thing at HICARI:
- How do you do it right?
- What type of creator do I need?
- How many videos are needed?
- Is this the same as influencer marketing?
That’s why, in this article, we answer the 7 most common questions about UGC directly, with real, practical and no-nonsense answers.
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1. Do UGC videos always have to feature someone talking to the camera?
No. Not at all. One of the most common mistakes is thinking that UGC means “a person looking at the camera and recommending a product.” UGC means something else: content that looks like it was created by a real user.
And it can take many forms:
- POV (recorded from your point of view)
- Voice-over
- First person. Just hands using the product
- Sketch or mini story
- Street interviews
- Vlog
In fact, it often works better when they do NOT talk to the camera, because it feels more natural and less like an ad.
2. Should I provide a fixed script or complete freedom?
It depends on the objective.
If it’s for UGC Ads (paid media)
I recommend guiding them as much as possible while giving them freedom with the hook. But be careful: don’t write it like a corporate ad. It’s better to guide them with phrases like: “Start with: ‘I didn’t think this would work, but…’” (just an example) than to send a rigid script.
If it’s for organic content
Give them more freedom. Organic content rewards naturalness, improvisation and TikTok style. HICARI rule: guide the message, not the exact script.
3. Does the creator have to post the video on their social media?
There’s a lot of confusion here. UGC is NOT the same as influencer marketing. UGC is content for your brand. You don’t need the creator to have an audience. That said, they can post it if you agree on it, but there are several models—and if you want to know what they are, listen to the full podcast episode.
Our recommendation: Not every video needs to be posted on the creator’s profile.
Otherwise, it can look like your brand doesn’t create its own content.
4. Is it advisable for them to talk directly about benefits?
Yes… but carefully. The problem isn’t mentioning benefits. The problem is sounding like an ad.
Want UGC videos that work for your brand?
Create your free brand account and receive proposals from creators. You only pay per video.
5. How many videos should I make per month?
The million-dollar question: “How much UGC do I need for it to work?” It depends on where you are.
- If you’re just starting: at least 1–2 videos per week, because you need to quickly learn which hooks and formats convert.
- If you’re running Ads: the more testing, the better.
6. Are Premium creators better than Pro creators?
Not necessarily. Many brands think: “If I pay more, it’s sure to convert better.” But the reality is that the label isn’t what matters. Sometimes “perfect” doesn’t sell. Real does.
7. Should I rule out Standard creators?
Not at all. A Standard creator can work perfectly if they meet the essentials: good audio, clear image, natural communication and clean editing. Remember: you don’t need the most expensive creator. You need the right creator for your brand.
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Frequently asked questions
What formats can a UGC video take without talking to the camera?
It can be done from different angles: POV, voice-over, first person showing only the hands, a sketch or mini-story, street interviews or a vlog. It often feels more natural and less like advertising.
How does the level of creative freedom change depending on how the video is used?
For UGC Ads, it’s best to guide the content closely while allowing freedom in the hook, avoiding rigid scripts. For organic content, it’s better to allow more freedom and prioritise naturalness, improvisation and a TikTok style.
What should a Standard creator have to perform well?
They should meet the essentials: good audio, clear image, natural communication and clean editing. There’s no need to choose the most expensive creator, but rather the one who is the right fit for the brand.
For brands
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