Did you know that 79% of consumers say watching user-generated content highly impacts their purchasing decision?

UGC videos have become an important tool for brands looking to build authentic connections with their audience and drive engagement.

Yet, too often, these valuable assets are left asleep on platforms like TikTok and Instagram Reels, failing to realise their full potential.

Below are a few reasons why you should not let UGC videos languish on social media platforms and why you should effectively incorporate them on your website.


UGC videos possess an inherent authenticity that resonates with audiences. Unlike polished, branded content, UGC videos offer a raw, unfiltered glimpse into real-life experiences with a product or service. 

Take Glossier, for example: this beauty brand has wonderfully incorporated customer-created makeup tutorials on its website. By showcasing these genuine interactions, brands can build trust and credibility with their audience, creating an invaluable sense of authenticity.


What sets UGC videos apart is their ability to address customer queries and concerns your potential customers may have. Whether through product demonstrations, tutorials, or reviews, UGC videos offer valuable insights into a product’s functionality, features and benefits. 

By integrating these videos on their website, brands can effectively respond to common questions and alleviate any hesitations that might be preventing potential customers from making a purchase.

Retail therapy

Additionally, UGC videos mimic the in-store experience, allowing customers to see products in action and visualise how they might fit into their own lives.

From unboxing videos showcasing the excitement of receiving a new product to user-generated tutorials demonstrating creative ways to use it, UGC videos provide a rich shopping experience that mirrors the tactile experience of browsing shelves in a physical store.

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From a performance perspective, UGC videos can significantly impact website metrics. Integrating UGC into website content can lead to higher engagement rates, increased time spent on site, and, ultimately, higher conversion rates.

Showcasing videos of real customers and their experiences can create a more compelling and persuasive shopping environment, motivating visitors to explore further and ultimately make a purchase.

Humanising brands

But perhaps the most significant benefit of UGC videos lies in their ability to humanise brands.

In an age where consumers crave authenticity and connection, UGC videos offer a powerful means of humanising brands and creating genuine connections with their audience. UGC videos create a more relatable and empathetic image that resonates with customers because they present real people, not influencers, and show how they genuinely feel about products or services.

UGC videos represent a valuable asset for brands looking to engage with their audience and drive conversions. By using these authentic and compelling videos on their websites, brands can answer questions, provide valuable insights, and create a more engaging shopping experience that leads to higher engagement and conversion rates. 

So, instead of letting UGC videos sleep on social media platforms, brands should seize the opportunity to bring them to life on their website and reap the benefits of this powerful marketing tool.

Ready to take advantage of the power of UGC videos? Start by identifying relevant content from your social media channels and curate it for your website. With a little effort, you can transform these assets into powerful drivers of engagement and sales.

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