UGC examples are short, creator-shot videos that promote a brand's product, either on the creator's own account or as content the brand runs in ads, on product pages and in emails. The formats brands pay for most are testimonials, unboxings, product demos, tutorials, comparisons and first-try reactions, along with lifestyle formats such as routines, GRWMs and “shop with me” videos.
The term also covers content customers post on their own, such as photos shared under a brand hashtag. This article focuses on the paid side: videos brands commission from creators.
The 17 UGC video examples below are real Instagram Reels. Sixteen are paid posts, marked with #ad, a brand partner hashtag, Instagram's paid partnership label or a post co-published with the brand. The problem-solution example is a sample a UGC creator made to show that format. Each entry explains how the video is built and which products the format suits.
Types of UGC videos at a glance
The 17 formats fall into four groups, and they work on TikTok and YouTube Shorts as well as Instagram with little change.
- Proof formats: testimonial, expert endorsement and problem-solution.
- Product formats: unboxing, product demo (including before-and-after), tutorial, comparison and first try.
- Lifestyle formats: routine integration, GRWM, “day in my life”, “shop with me”, recipe and try-on haul.
- Entertainment and software formats: skit, pet content and app screen recording.
17 UGC video examples by format
1. Testimonial
A testimonial is a creator talking to camera about why a product earned a place in their routine. It is the format brands request most often because it works almost anywhere: on a product page, in an email or as a paid ad.
@elleisalwayshere opens with a relatable line, "If it's not easy, I'm not doing it," before introducing Ritual's Essential for Women 18+. The video then covers what made the product feel trustworthy, how it is taken each morning and why the subscription keeps the habit simple, and it closes with a discount code.
How it is built: relatable hook, product name, two or three reasons to trust it, how it fits daily life, offer.
Best for: supplements, skincare, subscriptions and any product where trust drives the purchase.
2. Expert endorsement
An expert endorsement comes from a creator whose job gives the recommendation extra weight: a nurse, dietitian, dermatologist, trainer or hairstylist. The credential is the hook, so it appears in the first second.
@nurse_austin_ films in scrubs and starts with "Because I'm a nurse, I like to know what goes into my body." The video lists four criteria for a hydration drink (electrolytes, sugar content, convenience and taste) and checks Liquid I.V. Hydration Multiplier Sugar-Free against each one.
How it is built: credential, a short checklist, the product measured against each point, a clear conclusion.
Best for: health, wellness, food and beauty brands that need credibility more than entertainment.
3. Problem-solution
A problem-solution video opens on a frustration the viewer recognizes, then presents the product as the fix. It is one of the most common structures in UGC ads because the first seconds tell the right viewer that the video is for them.
This concept from @ugcwithkaytelynn shows how the format would work for a haircare brand. It is a sample, not a paid post. The opening line, "Getting ready used to take me such a long time," sets up the problem. A hair supplement marks the turning point, and the rest of the video explains how it fits into a daily routine.
How it is built: pain point, turning point, product, how it fits the routine, outcome.
Best for: products that solve a specific, visible problem, from hair and skin concerns to sleep, cleaning or productivity.
4. Unboxing
An unboxing video captures the moment a product comes out of its packaging. It sells the presentation as much as the product, which is why brands with premium packaging, gift sets and subscription boxes buy it.
@mans.exee co-published this unboxing with Katra Fragrance. There is no voiceover: soft light, slow hand movements and the sound of the box, paper and bottle carry the video, which makes it an unboxing and an ASMR clip at once. It also shows that a UGC video does not need the creator's face.
How it is built: closed box, slow reveal, close-ups of the details, product held up to the camera.
Best for: fragrance, beauty sets, tech accessories, gifts and subscription boxes.
5. Product demo
A product demo shows the product doing its job from start to finish, so the viewer can picture using it.
@curlswithkeish uses the Dyson Airstrait on wet curls, the first time a straightener has touched that hair in five years. The video walks through each step (roots first, one or two passes on the lengths, the highest heat setting, then a cold shot and oil) and ends on the sleek result, keeping the initial hesitation in. Because the video starts on curly hair and ends on straight hair, it also works as a before-and-after, a format brands use for any product with a visible result.
How it is built: starting point, each step on screen, the settings used, the final result.
Best for: hair tools, gadgets, kitchen appliances, cleaning products and anything with a learning curve.
6. Tutorial
A tutorial teaches the viewer how to get a result, with the product as one step of the process. A demo is about the product, while a tutorial is about the outcome.
@ellachristo answers followers' most requested question, a signature makeup look, and names each product as it goes on: moisturizer, foundation, concealer, mascara, eyeliner, blush, powder and gloss. The post is tagged #ad and credits five beauty brands.
How it is built: promise of the result, steps in order, product named at each step, final look.
Best for: makeup, haircare, cooking tools and software where the result is easy to show.
7. Comparison
A comparison video puts two options side by side so the viewer can see the difference. The most brand-friendly version compares a new product with an older model or the viewer's current habit, rather than with a named competitor.
@abigaillinnn holds an original Dyson Airwrap next to the new Airwrap Co-anda 2x and answers the question existing owners ask: is it worth the upgrade? The video covers what changed, including power, airflow and app-based settings, and ends with a clear yes.
How it is built: both products on screen, the question, the differences that matter, a verdict.
Best for: new versions of a product, premium products that need to justify their price and products competing with a familiar alternative.
8. First try or taste test
A first-try video records an honest first reaction: the first bite, sip, spray or swipe. It works because viewers believe a reaction more than a description.
@isabelvella buys a Bloom energy drink at 7-Eleven the week it launches in Australia, explains the 4:30 p.m. slump that prompted the purchase and films the first sip. The reaction, "I'm actually loving the peach mango," is the payoff.
How it is built: context, why now, first try on camera, unscripted reaction, what to try next.
Best for: food and drinks, new flavors, fragrance and any product with a sensory payoff.
9. Routine integration
A routine video shows the product as one step in a habit, such as a morning routine, so it feels like part of normal life rather than an ad.
@ariannadjurica walks through a healthy morning: a walk, time outside, then a swap from regular coffee to RYZE's Vanilla Latte mushroom coffee because coffee on an empty stomach feels jittery. The product appears halfway through, once the viewer is already watching for the routine.
How it is built: routine hook, two or three steps without the product, the product as a swap or upgrade, a short reason.
Best for: drinks, supplements, skincare and wellness products used every day.
10. GRWM (“get ready with me”)
A GRWM video follows a creator getting ready, usually for work or an evening out. The format is mostly visual, so products are shown in use rather than explained.
@hallesimons_ made this GRWM for amika with no talking and, as the caption points out, no trending audio. It moves through the routine, hair and makeup, with the amika product in hand during the hair steps.
How it is built: start of the routine, quick cuts, product close-ups in use, finished look.
Best for: haircare, skincare, makeup, fragrance and fashion accessories.
11. “Day in my life” video
A “day in my life” video follows a creator through an ordinary day, with the product placed in the moments where it naturally fits.
@nadineabdelaziz co-published this one with Starbucks UAE. With no voiceover, it moves from waking up to breakfast, a shower and getting ready, and ends with a Starbucks stop for the new Protein Cold Foam.
How it is built: morning start, everyday moments, the product as a natural stop, an easy ending.
Best for: coffee shops, restaurant chains, apps, fashion and products tied to a daily habit.
12. “Shop with me” video
A “shop with me” video takes the viewer along on a real store run. It suits retailers and products sold in stores, because it shows exactly where to find them.
Target co-published this video with @jane. The creator talks to camera through a chaotic, funny run around the store, picks up shampoo, snacks, a drink and new pillows, and keeps the outtakes in. That loose editing makes it feel like a friend's video rather than an ad.
How it is built: "come with me" opening, aisle by aisle, quick product picks, a short wrap-up.
Best for: retailers, supermarket and drugstore brands, and products launching in a new store.
13. Recipe
A recipe video uses the product as an ingredient or tool and gives the viewer something to make. It is common for meal kits, food brands and cookware.
@iramsfoodstory partnered with HelloFresh to make a creamy spinach, tomato and feta panini from a meal kit. There is no voiceover: the video shows the pre-portioned ingredients, the steps and the finished plate, and the caption carries the full recipe.
How it is built: ingredients or finished dish first, quick steps, final plate, recipe in the caption.
Best for: meal kits, food and drink brands, cookware and kitchen appliances.
14. Try-on haul
A try-on haul shows several clothing pieces on a real body so the viewer can judge fit, length and fabric. It is a staple of fashion brand deals.
@johanna.shh's sponsored try-on haul for NA-KD is set to music only. It presents fall basics one look at a time, and the caption lists the key pieces with a discount code.
How it is built: one outfit per cut, front and side views, fabric close-ups, outfit list in the caption.
Best for: clothing, shoes, swimwear, activewear and accessories.
15. Skit
A skit is a short scripted scene, often with two people, that leads to the product. It earns watch time with humor, then hands over to the product once the viewer is invested.
@andy.and.michelle act out a couple's exchange about anti-aging: "I don't need it. I'm only 30." "Oh yeah? Raise your eyebrows." The joke leads straight into Kiehl's 1cc CollaShot Plump Serum and what it is designed to do.
How it is built: relatable setup, a punchline that names the problem, the product as the answer, a quick close.
Best for: products with an everyday tension, such as skincare, apps, food delivery and household products.
16. Pet content
Pet content puts the animal at the center and the product in the background. It reaches pet owners who would scroll past a standard ad.
@lunatheminicockapoo turns a Chewy delivery into a game: the dog picks one item from each pair (tennis balls or a cow toy, a pink or black leash, a giraffe or a Kong toy), and the other items go to donation.
How it is built: a simple game or challenge, the pet's reactions, the products as props.
Best for: pet food, toys, accessories, pet insurance and pet retailers.
17. App screen recording
A screen-recording video shows an app or website in use, usually with the creator on camera or as a voiceover. It turns software into something the viewer can follow step by step.
In this paid partnership with CreatorsJet, @dianhuang_ explains why creators need a media kit, then walks through building one on screen: adding social profiles, showing stats, rates and past collaborations, and sharing everything as one link.
How it is built: why it matters, the app on screen step by step, the result, an offer or next step.
Best for: apps, SaaS tools, websites and online services.
What the best UGC examples have in common
Across the 17 formats, the same few choices keep coming back:
- A hook in the first seconds: a relatable line, a credential, a question or a visual reveal gives the right viewer a reason to keep watching.
- The product in use early: the product is in hand or in action well before the end, not saved for a final shot.
- A native look: phone framing, natural light, on-screen captions and even kept outtakes make the video look like a post, not a commercial.
- One reason to believe: a personal result, a credential, a side-by-side or a live reaction does the persuading.
- Short and vertical: shot in 9:16, usually under a minute and often with captions on screen for viewers watching without sound.
- A clear ending: a verdict, a finished result, a discount code or a recipe in the caption tells the viewer what to do next.
From organic post to UGC ad
Every example above was posted on the creator's account, often as a collaboration with the brand. Brands frequently reuse the best performers as ads, either by running the file from their own account or by promoting it from the creator's handle as a partnership ad. That reuse is where most UGC ad examples come from, and it is also where much of the extra value in a UGC deal sits.
Testimonials, problem-solution videos, product demos and comparisons are the formats most often turned into ads, because each one makes a clear case for buying in under a minute.
Beyond the video itself, brands commonly pay for:
- Extra hooks: two or three alternative openings, so the ad team can test which first seconds hold attention.
- Raw footage: unedited clips the brand can recut into new ads.
- Edits and cutdowns: shorter versions, other aspect ratios or versions without music.
- Usage rights: permission to use the video on brand channels, in paid ads or on product pages for a set period. The guide on how to respond when a brand asks for usage rights explains how to separate organic and paid use before agreeing.
The guide on how to price UGC videos shows how creators charge for these add-ons on top of a base video rate.
When a video goes out on the creator's own account, the disclosure is part of the deliverable. Every paid example above is labeled, and in the United States the FTC's Disclosures 101 for Social Media Influencers asks creators to make any material connection with a brand obvious and to place the disclosure with the endorsement itself. Other countries have similar rules.
Where to find more UGC ad examples
To see the UGC that brands actually run as ads, two free libraries are more useful than any list:
- Meta Ad Library: the Meta Ad Library lets anyone search a brand that relies on creator content and filter by country and media type. Partnership ads show the creator's name and the brand's name together at the top, and the "Started running on" date shows how long an ad has been live. An ad that has run for months is often one the brand considers worth the spend.
- TikTok Creative Center: the Top Ads section lists top-performing TikTok ads that can be filtered by industry and campaign objective, and many of them are shot in a UGC style.
Studying a few long-running ads in the niche shows which of the formats above brands trust with their ad budget.
How to choose which UGC formats to offer
Few creators need all 17 formats. Start from the products in the niche and pick the formats that answer what buyers of those products want to know:
- Beauty and haircare: tutorial, product demo, GRWM and testimonial.
- Food and drinks: first try, recipe and routine integration.
- Supplements and wellness: testimonial, expert endorsement, problem-solution and routine integration.
- Fashion: try-on haul, GRWM and “day in my life” videos.
- Home, tech and premium products: unboxing, product demo and comparison.
- Apps and online services: app screen recording, skit and problem-solution.
- Retailers and pet brands: “shop with me” videos and pet content.
One sample of each chosen format is usually enough to show a brand what a collaboration would look like. These 22 UGC portfolio examples show how creators present those samples to brands.
Final take
The UGC examples brands pay for are not necessarily the most polished videos. They are the ones with a clear structure: a reason to keep watching, the product in use and a reason to believe it. Choose the formats that fit the products you can film well, use the examples above as models for the opening and the moment the product appears, and build a few samples before pitching. When a brand asks for one of these formats, agree on the deliverables, hooks, raw footage and usage rights before quoting a price.
