Testimonial
A person explains how they use the product and what they like about it. Good for building trust. Typical length: 15 to 30 seconds.
Eight formats at a glance
UGC formats at a glanceand which one fits your goal
Which UGC format you need depends on what the video should achieve. Here you find the eight formats we shoot most often, with their purpose and typical length.
The eight formats
Each UGC format answers a different question your customers ask themselves before buying.
Unboxing
The product is unpacked on camera, with packaging, first impression and contents. Good for gift items, cosmetics and anything where the packaging matters. Typical length: 20 to 45 seconds.
Product demo
The video shows how the product works and what it can do. Good for products people only understand once they see them in action. Typical length: 15 to 45 seconds.
Problem and solution
First an everyday problem is shown, then the product as the solution. Good for ads, because the problem in the hook grabs attention immediately. Typical length: 15 to 30 seconds.
Tutorial
A person explains step by step how to use the product. Good for products that need explaining and for fewer questions after the purchase. Typical length: 30 to 60 seconds.
Voiceover
Only a voice is heard, while the picture shows the product, hands or scenes. Good when no face should appear in the video or when many variants are needed. Typical length: 15 to 30 seconds.
Street interview
Passers-by are asked about a topic or product in the street. Good for reach on TikTok and Instagram, because the format feels spontaneous. Typical length: 20 to 45 seconds.
Employee video
Employees show their workplace, their team or their everyday work at the company. Good for recruiting and a credible employer brand. Typical length: 30 to 60 seconds.
Which format for which goal
For ads, short formats with a clear problem work best; for trust and explanation, longer formats with a person on screen.
| Goal | Well suited | Also a good fit |
|---|---|---|
| Sales via ads | Problem and solution | Product demo, testimonial |
| Building trust | Testimonial | Employee video |
| Explaining a product | Product demo | Tutorial, voiceover |
| Reach on your own channels | Street interview | Unboxing |
| Fewer questions and returns | Tutorial | Product demo |
| Recruiting staff | Employee video | Street interview |
| Product page in your shop | Product demo | Unboxing |
The table is a recommendation based on our shooting experience. Which format works best with your target group is ultimately shown by testing several variants.
UGC price calculator
How much does your UGC video cost?
Set the number of videos, length, editing, hooks and usage. The calculator compares single prices and packages and shows you the lowest option in one minute, no sign-up needed.
Calculate your price
Example structure of a problem and solution video
A problem and solution video almost always follows the same four-part structure.
- 01
Hook with the problem
In the first seconds the problem is shown or spoken, for example a tangled charging cable.
- 02
Short escalation
The person shows why the problem is annoying and what they have already tried.
- 03
Product as the solution
The product comes into view and visibly solves the problem.
- 04
Close with a call to action
At the end the person says where to get the product, or the ad points to the shop.
Note on testimonials and interviews
Anyone describing a customer experience in a UGC video should actually have tried the product, because invented testimonials can generally count as misleading advertising under § 5 UWG (German Act against Unfair Competition). With us, every person on camera consents to publication in writing (§ 22 KUG). This information does not replace legal advice.
FAQ
Frequently asked questions
Which UGC format works best for ads?
For ads, the problem and solution format usually works best because the problem in the opening grabs attention immediately. Product demos and testimonials are good additions for testing several variants.
How long should a UGC video be?
For ads, 15 to 30 seconds is common; tutorials and employee videos can be longer. Our packages cover videos up to 30 seconds, in the Ads package up to 45 seconds. Longer videos up to 2 minutes cost a fixed surcharge of €20 to €140 per video; anything longer is priced in your quote.
Can I mix different formats in one package?
Yes, you can combine the formats freely within a package. For a test, a mix of problem and solution, product demo and testimonial works well, for example.
Does a face have to appear in the video?
No. In a voiceover only the voice, hands and product are shown. This works well if you need many variants or want your product to be the focus.
Who appears in the street interview?
Passers-by or creators from the FNLY Social team appear in the street interview. Every person recognisable in the video gives written consent to publication beforehand.
Do you also shoot employee videos at our company?
Yes, we shoot employee videos at your premises, mainly in North Hesse. Your employees appear on camera themselves, and we handle concept, shoot and editing.
UGC formats
Not sure which format fits?
Tell us what your video should achieve. We recommend a mix of formats and give you the fixed price for it.