Testimonial
A creator who has actually used the product talks about how they use it 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
The UGC format you need depends on what the video should achieve. Here are 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 before they buy.
Unboxing
The product is unpacked on camera, with packaging, first impression and contents. Good for gifts, beauty products and anything where packaging matters. Typical length: 20 to 45 seconds.
Product demo
The video shows how the product works and what it does. Good for products people only understand once they see them in action. Typical length: 15 to 45 seconds.
Problem and solution
First you see an everyday problem, then the product as the solution. Good for paid ads, because the problem in the hook grabs attention right away. Typical length: 15 to 30 seconds.
Tutorial
A creator explains step by step how to use the product. Good for products that need explaining and for fewer support questions after the purchase. Typical length: 30 to 60 seconds.
Voiceover
You only hear a voice, while the picture shows the product, hands or scenes. Good when no face should appear or when you need many variations. Typical length: 15 to 30 seconds.
Comparison
A creator shows your product next to the usual way of doing things and explains the difference. Good for standing out in a crowded category. Typical length: 20 to 45 seconds.
Day in the life
The product shows up naturally in a creator's daily routine, from morning coffee to the evening. Good for reach on TikTok and Instagram, because it feels like regular content. Typical length: 20 to 45 seconds.
Which format for which goal
Short formats with a clear problem work best for paid ads, while longer formats with a person on camera build trust and explain.
| Goal | Best fit | Also works |
|---|---|---|
| Sales through paid ads | Problem and solution | Product demo, testimonial |
| Build trust | Testimonial | Day in the life |
| Explain the product | Product demo | Tutorial, voiceover |
| Reach on your own channels | Day in the life | Unboxing |
| Fewer support questions and returns | Tutorial | Product demo |
| Stand out from competitors | Comparison | Problem and solution |
| Product page in your store | Product demo | Unboxing |
This table is a recommendation based on our experience on set. Which format works best with your audience is something only a test with several variations can show.
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Example: 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 said out loud, for example a tangled charging cable.
- 02
Short build-up
The creator shows why the problem is annoying and what they have already tried.
- 03
Product as the solution
The product comes into frame and visibly solves the problem.
- 04
Close with a call to action
At the end, the creator says where to get the product, or the ad points to your store.
A note on testimonials
Anyone who describes a product experience in a UGC video should actually have used the product, because the FTC Consumer Review Rule (16 CFR Part 465, in force since October 21, 2024) bans fake reviews and testimonials. Our creators use the product before they talk about it, our scripts never invent experiences, and we never present UGC as a customer review. Every person on camera signs a model release. This is not legal advice.
FAQ
Frequently asked questions
Which UGC format works best for paid ads?
Problem and solution usually works best for paid ads, because the problem in the opening grabs attention right away. Product demos and testimonials are good additions when you test several variations.
How long should a UGC video be?
For paid ads, 15 to 30 seconds is typical, while tutorials can run longer. FNLY Social packages cover videos up to 30 seconds, and up to 45 seconds in the Ads and Monthly packages. Longer videos up to 2 minutes cost a fixed $25 to $175 extra per video, and anything longer is quoted.
Can I mix different formats in one package?
Yes, you can combine formats freely within a package. For a test, a mix of problem and solution, product demo and testimonial works well.
Does a face have to appear in the video?
No. In a voiceover video you only see hands and the product and hear a voice. That works well when you need many variations or want the product to be the focus.
Are testimonials from your creators allowed under FTC rules?
Yes, as long as the creator has actually used the product and the paid connection is disclosed where required. FNLY Social creators use the product before filming, and our scripts never invent experiences. This is not legal advice.
Can you film at our location in the US?
No, FNLY Social shoots for US clients in our studio in Germany. You ship us the product, and English-speaking creators from our team film it there.
UGC formats
Not sure which format fits?
Tell us what your video should achieve. We recommend a mix of formats and give you a fixed price for it.