VIDEO FORMAT GUIDE
What Is a UGC Video? Formats, Examples and Briefing Basics
A UGC video is a social-native video made by a customer or creator rather than a polished brand production. In a paid creator project, the brand commissions the video for a defined use. The useful question is not whether it looks casual, but what the video helps a viewer understand or do.
Product demo
A demo shows a product in use. It can make texture, setup, size, workflow or outcome visible and works best when the viewer needs proof rather than another slogan.
Tutorial or routine
This format teaches a successful first use: a recipe, skincare step, app workflow, home task or styling method. It gives the product a practical role and reduces uncertainty for a new customer.
Problem and solution
The opening introduces a real friction point, then the video shows how the product changes the situation. The problem should be recognisable and the solution should be visible, not inflated through unsupported claims.
Testimonial, POV and direct-to-camera
A creator can explain an experience or speak directly to a viewer, but paid work still requires truthful claims and clear disclosure where it applies. A scenario-led POV can add a human frame without pretending that every line was spontaneous.
What a useful brief includes
Name the viewer, product fact, intended format, required visual proof, prohibited claims, duration, aspect ratio, call to action, approval process and usage plan. Give the creator the reason for the video, then leave room for a natural delivery.