UGC videos explained by format, and how to order each one
UGC videos are short clips filmed by real people on their phones, in their own homes, about products they handle on camera. They look like something a customer would post, which is exactly why brands use them on product pages, in emails and in paid social. This page explains the formats brands order most, what each one is good for, and how to order a UGC video from an adult, ID verified creator on UgcModels.
Five formats cover most UGC videos
Almost every UGC video brief is a variation on five formats. Picking the format first makes the rest of the brief easier, because it decides who you cast, what setting they need and how long the clip should run.
| Format | Best for | Usual length | On-camera mode |
|---|---|---|---|
| Testimonial | Trust, objections, subscriptions | 30 s to 60 s | On camera |
| Unboxing | Packaging, gifting, first impressions | 15 s to 30 s | On camera or hands only |
| Product demo | How it works, features, results you can see | 30 s to 60 s | On camera or hands only |
| Voiceover | Apps, gadgets, screen recordings | 15 s to 60 s | Voice only |
| Hands only | Texture, assembly, recipes, jewelry | 15 s to 30 s | Hands only |
Testimonial videos
A testimonial is a creator talking straight to the lens about why the product fits their life. It works best when it sounds unscripted: a problem, the moment they tried the product, and what changed in a normal day. Give the creator the facts and claims you are allowed to use and let them say it their way. Cast someone your buyer sees as a peer, which is where the age bands and settings on the UGC models page help. A car, a kitchen table or a couch reads as more honest than a perfect studio corner.
- Age band
- 30 to 39
- Settings
- Bathroom, Kitchen
- Turnaround
- Standard, 5 business days
Unboxing videos
Unboxings sell the first thirty seconds of ownership: the box, the reveal, the first touch. They are strong for premium packaging, subscription boxes, gifts and anything with several parts. Ask for a clean surface, the shipping box first if it is branded, and a slow reveal of the product in good light. Hands only unboxings keep the attention on the item and suit jewelry, tech accessories and beauty sets. Brief what must be visible, such as an insert card or a free sample, and what must not, such as a price sticker.
Product demo videos
A demo shows the product doing its job. For a blender, that is the pour and the texture. For a cleaning spray, the before and after on a real surface. For an app, the three taps that solve the problem. Demos are the format where the setting matters most, so filter for creators who already film in the right room, for example kitchen creators for food UGC creators or desk setups for tech UGC creators. Keep before and after content honest and non medical.
Voiceover and hands only videos
Voiceover creators narrate over footage you supply or over their own screen recording. This is the natural format for apps and software, and for brands that already have product footage but need a human voice on top. Ask for a quiet room and a sample of their audio on the comp card. Hands only creators never show their face. They film texture, assembly, cooking steps and fine details at close range, which makes them a good fit for skincare droppers, jewelry, crafts and kitchen tools, and for brands that want the product to be the only star.
What UGC videos cost
Each creator publishes a rate card inside the platform rate bands and keeps 100 percent of their rate. Your plan's platform fee is added on top, from 12 percent on Starter to 3 percent on Enterprise.
| Item | Platform rate band |
|---|---|
| 15 s clip | USD 100 to 200 |
| 30 s clip | USD 150 to 300 |
| 60 s clip | USD 200 to 450 |
| Hook variant | USD 25 to 50 each |
| Raw footage add-on | USD 40 to 100 |
Organic use on your own channels is included. If the video runs as a paid ad, add a rights uplift: 3 months plus 30 percent, 12 months plus 60 percent, perpetual plus 100 percent. Planning for paid social specifically, read UGC ads. All fees are on UGC creator pricing.
How to order a UGC video
- Pick the format, length and on-camera mode you need.
- Search the roster by niche, setting, platform and rate, and shortlist the creators whose portfolio clips match.
- Send the brief with the script points, shot list, aspect ratio and rights tier. The UGC brief template gives you a starting point.
- The creator films and delivers within the standard 5 business days.
- Review the delivery. Each order includes 2 revision rounds.
- Approve, and payment is released to the creator. Without a response it is released 5 days after delivery. A rights record is stored on each file.
Every brand plan includes ordering, messaging inside the order and approvals. Starter covers up to 5 orders a month, and Growth up to 30 with hook variants and raw footage.
FAQ
How long should a UGC video be
Match the length to the job. 15 s clips work for hooks and quick demos, 30 s clips for most ads and testimonials, and 60 s clips for routines and longer stories.
Can I supply my own footage for a voiceover
Yes. Share it in the order and ask the creator for a voiceover track, or for a finished cut if they edit. Write the deliverable clearly in the brief.
What if the video misses the brief
Use one of the 2 revision rounds included in every order and point to the part of the brief that was missed. Approve once it matches.
Can I use a UGC video on my product page
Yes. Organic use on your own website and channels is included in every rate without an uplift.