13 Examples of UGC Videos: How to Use Them and a Practical Use Case

Updated: April 26, 2026.

UGC videos have revolutionised the way brands communicate on social media, in ads, on digital platforms (such as a Marketplace) and on their own websites. In this article, HICARI's CMO explains what they are, why they work so well and shares real examples to inspire you to apply them to your brand strategy.

A UGC video is audiovisual content created by real people who showcase a product or service in an authentic and relatable way. We’ve said it a thousand times; here we explain it in detail: what UGC is, and don’t forget to understand the benefits of UGC.

They can be:

• Ads (Paid Media) for products, services or promotions
• Inspirational content to feed social media organically
• Unboxings of products or services
• Tutorials
• Testimonials
• Vlogs about experiences with a brand

See more UGC video formats here.

• They build trust. What gives you more confidence: a video of a real person or an image of an offer? Or a video that obviously looks AI-generated?
• They seem organic: they don’t come across as advertising, even though they’re created to sell. Or to entertain, as brands are increasingly hiring UGC creators to generate organic entertainment, lifestyle and inspirational content…
• They’re cost-effective: you can obtain effective content at a much lower cost than with a UGC agency. Not to mention influencers or micro-influencers.
• They adapt to multiple channels: social media, websites, ads, newsletters and ecommerce. What’s more, on platforms like HICARI you can ensure you have the rights to use them.

Take a look here at how UGC content is used in Spain.

• Strategy: Flexicar’s strategy is multi-format, meaning they produce video assets for social media, paid media and SEO—to rank in search engines and be recommended by LLMs.
• How you can make the most of this strategy: don’t focus only on content for social media and paid media; think of video as a format for virtually any acquisition or retention channel.
• Example:

• Strategy: organically on social media, they combine a UGC video strategy, receiving content from UGC creators to publish organically on their social media as if it were created by the brand, showcasing the product (as in the example below). At the same time, as part of their social media strategy, they work with content creators with followers and influencers, typically creating collaborative posts on Instagram and TikTok.
• How you can make the most of this strategy: to get the most out of your social media, use HICARI to generate real UGC content for high-quality videos, and stop publishing things that add no value (images, offer photos, low-quality homemade videos…). Complement this strategy with collaborations and payments to influencers.
• Example:

• Strategy: Maxibon’s strategy (HICARI client success story) focused on generating human, real content adapted to trends, where the product isn’t the focus but rather part of the story, making it feel more natural.
• How you can make the most of this strategy: don’t focus on your product or service; make it part of—and sometimes not even that—a story you want to tell.
• Example:

• Strategy: idealo’s strategy, from a brand that is well known worldwide, consists of recreating real-life use-case situations in which products are compared and showing how idealo delivers real savings on the price.
• How you can leverage this strategy: the human element sells, but what hits the wallet hurts even more. If you can recreate a use case in which a user sees that they could have saved money with your product or service, tell that story with a creator.
• Example:

• Strategy: Blue Banana’s digital strategy is based on creator UGC content. They work with many adventure content creator profiles who generate videos with and without the brand’s clothing. Many of these videos are simply inspirational, with no reference to the clothing.
• How you can leverage this strategy: don’t focus solely on communicating your product through UGC; use everything surrounding your brand to create sensations and feelings, and convey them through creator content. HICARI gives you the perfect tool to buy tailored UGC content or give creators freedom based on a theme, feeling or experience.
• Example:

• Strategy: dark TikTok Ads to promote a flash-offer campaign.
• How you can leverage this strategy: your audience is on TikTok and Instagram. If you don’t want to create UGC for organic content, run dark Ads (they don’t appear on your profile) to communicate your product or service more effectively.
• Example:

• Strategy: Carrefour uses a completely different strategy on TikTok than on Instagram, as it should. On TikTok, it is 100% humor and entertainment videos. Usually filmed in its supermarkets and featuring everyday situations, trends, humor or products, but in a very natural way. It complements this with more valuable content such as recipes. All the content is generated by anonymous content creators.
• Result: 400k views on TikTok by combining a trend with its product and humor.
• How you can leverage this strategy: use humor in your content. Add value when showcasing your product or service from a comedic perspective. To do so, use HICARI to find creator profiles focused on humor. Also, don’t forget to keep up with trends.
• Example:

The bootcamp company uses the HICARI UGC platform to request UGC videos that serve as testimonials for its landing pages, social media and social ad campaigns focused on conversions.

• Strategy: UGC content not only for each product (the training programs they offer), but also variations featuring different creators and content types for each product.
• How you can leverage this strategy: make the most of UGC content across all possible channels, as Neoland does: organic social, social ads and acquisition landing pages.
• Example:

In this case, the brand relies on creating UGC content with the HICARI platform, as in the example video, where in addition to uploading the content to its account, the brand agreed to make it a collaboration with the creator.

• Strategy: the brand uses UGC content created by its coaches and customers, as well as content generated directly with HICARI based on real experiences.
• Result: the posts perform exceptionally well organically by showcasing the gym concept, but they are especially useful in its paid lead-generation strategy, as they present its gyms in a natural and relatable way.
• How you can leverage this strategy: continuously create content about the experience at your physical store or with your product, from different perspectives, themes (how-to, vlog, humor…) and creators.
• Example:

• Strategy: the brand uses UGC content creators for most of its organic social media posts, helping it convey closeness and build connections. Most videos aim to entertain and help travelers without selling them any service, thereby seeking to build community and trust. It also varies the profiles depending on the video content. It posts 3–4 times a week on TikTok and Instagram.
• Result: some videos perform exceptionally well, connect with viewers, get shared and go viral, while others perform less well. On Instagram, they average 10k–20k views per video organically.
• How you can leverage this strategy: create a content plan for your social media and purchase 4 or 5 UGC pieces of content per month on HICARI for creators to make these videos. Try several creators who match your “buyer persona” in terms of age and gender. Use the videos to post on your social media as if they were from your brand. You can complement this social media strategy with post carousels or videos, which work exceptionally well for your existing community.
• Example:

• Strategy: Wallapop’s social media strategy is very comprehensive. They use many influencers and content creators with large followings to generate content, which is usually collaborative (on Instagram). They also make extensive use of UGC to create content about: curiosities within Wallapop, humor, commenting on products and reviews, and of course, brand content that often involves going out into the streets to ask questions.
• How you can leverage this strategy: with UGC, the brand brings itself closer to its real consumers—in other words, real people like you and me who want to sell and buy on the App. To do this, create UGC that makes the most of your product or service. Don’t leave it simply at the commercial level of “it’s good or beautiful because the brand told me these are its benefits.” Go further.
• Example:

At HICARI, we have used our own platform to request videos from our UGC creators, to use them in paid campaigns on Meta, Google Ads, organic social media, and even on the website (check out the HICARI homepage).

• Strategy: goParkly used HICARI’s UGC platform to regularly create content for its organic social media and also use it in its Social Ads campaigns. The company commissioned a series of videos from different creators to give greater authenticity and variety to its organic content and campaigns, with excellent results.
• How you can leverage this strategy: you can try different creators and their ways of communicating and conveying your message or added value. Don’t focus on just one creator—broaden your approach, test, and measure.
• Example:

• Strategy: WAH uses UGC in its content creation strategy to showcase and explain the product. In this case, it carried out a UGC initiative on HICARI showcasing its product, using the HICARI UGC 2.0 service.
• How you can leverage this strategy: UGC 2.0 is a HICARI service that combines creativity, scriptwriting, and PRO editing.

• Quehoteles.com: travel. View example.
• Les Misérables, the Musical: musicals. View example.
• Babaria: skincare. View example.
• DS Laboratories España: hair. View example.
• ViDay: SaaS. View example.
• PlayUZU: casino. View example.
• Waynabox: travel. View example.
• Atashi: cosmetics. View example.
• The Fruit Company Aromas: air fresheners. View example.
• Flor de Mayo: skincare and fragrances. View example.
• Circu: bikinis and swimsuits. View example.
• Supera Oposiciones by ThePower. See example below:

HICARI can help you:

• FREE social media content plan.
• FREE content management.

Ideal for TikTok, Reels, video carousels, or YouTube Shorts. They work because they don’t seem overly promotional or boring, and they encourage engagement.

Example: a company regularly commissions 4 pieces of UGC content per month, divided into (1) product/service use, (2) inspirational content, (3) sector-related humor, and (4) direct/indirect application of the product or service to showcase its benefits.

UGC videos can be used in paid campaigns with great results. For Meta campaigns, UGC Ads work extremely well. Spark Ads on TikTok, for example, allow you to promote creator content from their original account, increasing reach and trust.

Example: a video of someone recommending your face cream with text such as “I didn’t know I needed it until I tried it,” while applying it and explaining its benefits.

Repurpose or specifically request UGC videos for product pages, landing pages, or as a presentation of your brand on the homepage (do you really use stock images?). They improve time on page and conversion.

Example: adding a video to your product page showing someone how to use the item step by step can increase conversion by up to +73% (source—not the kind you drink).

This may interest you: how to do SEO with videos.

There are countless formats that support video, such as TV screens (yes, you can create ads without anyone speaking, simply by showing a product or service) in shops, billboards, and more.

Street billboards, shopping centres, cinemas, underground stations… screens on buses, trains and planes. There are millions of formats and possibilities wherever there are screens, and you can advertise with your UGC video.

• Be clear with the brief: style, duration, tone, framing, editing… Clearly explain the objective (inform, convince, entertain) and the nuances it needs to communicate. Learn how to write a brief here.
• Work on the initial hook. What makes a good hook in your industry?
• Leave room for the creator’s creativity. Don’t give them a strict script.
• Don’t forget to request the format (horizontal / vertical) you need.

At HICARI, we do it for you.

Just upload your brief, and you’ll receive UGC videos ready to use on social media, in campaigns or on your website. No complications, no agencies (if you’re looking for content creators for agencies, we offer a discount!) and with real creators.

And we go further. We manage the content creation for you FREE OF CHARGE 🎁 when you invest a minimum amount in content. Find out everything here.

UGC videos are the present and future of digital marketing.
Will you keep using stock photos, or switch to real content?