UGC examples: the key formats and what they’re good for

The most common UGC formats are unboxing, testimonial, tutorial, problem-solution, before and after, and lifestyle product photos. Each serves a different purpose – if you know in advance where the content will run, you can pick the right format and write a more focused brief.

Unboxing video: the first impression

In an unboxing, the creator unpacks your product on camera and reacts spontaneously to the packaging, the contents and the first handling. The format thrives on curiosity: viewers want to see what’s in the box and whether it lives up to the pictures. It works especially well for products with eye-catching packaging, for sets, subscription boxes and gifts. Important for the brief: if the packaging is supposed to play a role, it has to arrive in good condition. And the creator shouldn’t just unpack but also briefly use the product at the end, or the question of what it’s good for stays open.

Testimonial video: an honest recommendation

A testimonial is a personal review: the creator explains why they use the product, what won them over and who it’s worth it for. The format works because it sounds like a recommendation between friends. It’s a good fit for services, apps and products whose effect isn’t visible at first glance. To keep it credible, the creator should actually be able to try the product beforehand and speak in their own words. Give them key messages, but no script to read. Exaggerated promises do more harm than good here. Important: UGC is paid advertising by the brand. It must not be passed off as a customer review or as a statement by an independent buyer, it doesn’t belong in the store’s review section, and statements about experience must be true.

Tutorial and how-to: here’s how it works

In a tutorial, the creator shows step by step how to use the product: the setup, the right amount, a trick the instructions leave out. Videos like these are doubly useful because they work as an ad as well as on the product page and in customer service. They answer questions before anyone asks them. They’re well suited for cosmetics, kitchen gadgets, tech and anything that has hurdles the first time you use it. Make sure every step is clearly in frame and the result is plainly visible at the end.

Problem-solution and before and after

This format starts with an everyday problem the target audience knows: frizzy hair, a messy desk, no time to cook. Then the product comes in as the solution. The structure works especially well for ads because the opening immediately triggers recognition. Before and after is a sharper variant and shows the difference right in the frame. Care is needed here: the result has to be real, and claims about effects – for example for cosmetics or dietary supplements – are often subject to stricter rules. Agree on such claims in advance and have them checked if in doubt.

Lifestyle product photos and photo ads

Not all UGC is video. Product photos in a real setting – the jar on the breakfast table, the jacket on a walk, the cream on the bathroom shelf – feel more personal than studio shots. They work for product pages, carousel ads, newsletters and social media posts. Good examples show the product in use rather than just next to it, and leave room for text if you want to use them as a photo ad. Specify in the brief how many shots you need, in which format and whether people should appear in them.

The UGC formats available on creatordeal

UGC creators offer their work on creatordeal as packages at fixed prices. The formats there are called product video, product photo, video ad, photo ad, testimonial and unboxing, and you can filter for them directly in search. You describe tutorial or problem-solution videos in the brief for a product video or a video ad. If you need a combination that doesn’t exist as a package, you request an individual quote. Before you book, it’s worth looking at the work samples on the profile: there you can see which formats the creator has already pulled off convincingly.

Questions

Frequently asked.

Key answers at a glance. Everything else is in the guides and in the FAQ.

What are some examples of UGC content?

The most common are unboxing, testimonial, tutorial, problem-solution, before and after, and lifestyle product photos. Which one fits depends on where the content will run.

What is an unboxing video?

A video in which the creator unpacks a product on camera and shares their first impression. It works especially well for sets, gifts and products with eye-catching packaging.

What is a testimonial video?

A personal review in which the creator explains why they use a product and who it’s worth it for. It works best in their own words rather than with a script read aloud.

Which UGC format works best for ads?

Especially problem-solution, testimonials and short product videos with a strong hook. For ads, you also need the matching usage rights.

Compare UGC formats side by side

Filter search by format and look at work samples and fixed prices.

Browse UGC creators

Cookies on creatordeal