UgcAgencies

UGC video examples by format and what each one is for

Last updated October 19, 2026

Most UGC videos that work in ads follow one of a few repeatable structures. Knowing them helps you write a clearer brief, review drafts faster and judge whether an agency's portfolio matches what you need. Below, each format is described in words, beat by beat, with what it is good for and what to watch out for. Use them as building blocks rather than templates to copy.

The hook, the part every format shares

Every format starts with a hook, the first one to three seconds that decide whether someone keeps watching. A hook can be spoken, visual or written on screen, and the strongest ones combine two of the three. Because the hook does so much of the work, many brands ask creators to record several openings for the same video body and then test them against each other.

  • Bold statement, such as an opinion the viewer may disagree with
  • Question that names the viewer's problem directly
  • Visual surprise, such as an unexpected result or action in frame
  • Pattern interrupt, such as starting mid-sentence or mid-action
  • Callout of a specific audience, such as a job, routine or situation

A good review habit is to watch only the first two seconds of each draft with the sound off. If you cannot tell what the video is about or why to keep watching, the hook needs another take.

Testimonial videos

In a testimonial, a creator talks to the camera about their honest experience with the product. A typical structure runs from the problem they had, to why they tried the product, to what changed, to a recommendation. It works well for products where trust matters, such as skincare, supplements, services and apps that handle money or health data.

  • Beat 1, the problem in the creator's own words
  • Beat 2, what made them try this product
  • Beat 3, the result, shown on camera where possible
  • Beat 4, who they would recommend it to

Watch the claims. Testimonials must reflect the creator's real experience, and the material connection with the brand should be disclosed. Scripts that put unprovable results in a creator's mouth create risk for the brand.

Unboxing and first impressions

An unboxing video follows the product from the package to first use, usually in one continuous take. It answers practical buyer questions: what comes in the box, how big it really is, what the packaging feels like and how quickly you can start. It suits physical products, gift items and anything where the presentation is part of the appeal. Keep the camera close and the light natural, and make sure the creator reacts to real details rather than reading a list. A short cut-down of the best moment often makes a stronger hook than the opening of the box itself.

Product demo videos

A demo shows the product doing its job, in real time if possible. For physical products that might be cleaning a surface, applying a product or assembling something. For apps it is a screen recording with the creator's face in a corner, walking through one task from start to finish.

  • Show one use case per video rather than every feature
  • Keep hands and screen in clear view
  • Narrate what the viewer would otherwise wonder about
  • End on the result, not the logo

Demos are especially useful on Amazon listings and TikTok Shop, where buyers want to see the product working before they purchase. Our TikTok UGC guide covers demo videos for Shop in more detail.

Problem and solution videos

This format leads with a frustration the viewer recognizes, then presents the product as the fix. The problem section should be specific and visual: a creator struggling with tangled cables, a messy cabinet, a confusing spreadsheet. The solution section shows the same scene improved. It is one of the most flexible structures, because the same product can be tested against several different problems to find which one resonates.

Comparison videos

A comparison puts the product next to the way the viewer does things now, such as a generic alternative, the old method or doing nothing. Side by side shots, split screens and simple tests make the difference visible. Keep comparisons fair and verifiable, avoid naming or disparaging specific competitors in ways you cannot support, and let the result speak for itself.

Day in the life videos

A day in the life video follows a creator through part of their routine, with the product appearing where it naturally fits. It feels the least like an ad of all the formats, which makes it useful for awareness and for products used every day, such as food, wellness, home and productivity apps. The trade-off is that the product gets less screen time, so a clear moment of use and a short spoken reason are essential.

Matching formats to your goal

Pick formats based on what the viewer needs to believe before buying. If they doubt the product works, use a demo or problem and solution. If they doubt it is for them, use a testimonial or day in the life from a creator they relate to. If they doubt the value, use a comparison or unboxing that shows what they get.

  • Paid testing on TikTok and Meta, hook variations on demos and problem and solution
  • Amazon and TikTok Shop listings, demos and unboxing
  • Apps, screen demos and testimonials
  • Awareness, day in the life and talking head stories

When you review an agency's portfolio, check that it includes the formats you plan to run, not just polished highlights. Our guide to writing a UGC brief shows how to request formats and hook variations, and the UGC video agencies category lists agencies focused on video production, each with links to its own public portfolio.

UGC agency blog for brands buying creator content

UGC TikTok guide to formats, Spark Ads and TikTok Shop User generated content for brands, a practical starting plan