When it comes to short-form video placements such as TikTok, Reels, and Shorts, the marketing maxim,“stand out from the crowd”, doesn’t quite hold up. Instead, branded content – both paid and organic – needs to blend in with its surroundings. This means ditching highly polished videos and replacing them with raw, authentic content that speaks the platform’s language.
Audiences crave content that they can connect with. They are disenchanted with staged scenarios and idealized imagery. Instead, they want content that reflects their everyday lives, featuring people they can relate to. One of the best ways for brands to achieve this is through the use of user-generated content (UGC).
In this article, we’ll explore eight examples of brands that have turned to UGC as a way of delivering audiences creative that is more relevant, engaging, and platform-native.
Each of the examples discussed have been produced in collaboration with Shuttlerock’s UGC solution. This end-to-end solution makes it easy to source quality, brand-safe UGC content – at scale.
Examples of effective UGC-powered creative
1. Primark
The Primark example above highlights how our UGC solution works. First, you work with our team to develop a video concept. Based on this concept, you then select your creator(s) from our diverse roster. Creators are supplied with a creative brief and go out and film the raw UGC. Shuttlerock’s design team edits the footage, applying best practices based on your intended platcement(s) and campaign objective. Finally, the creative is delivered for review via ShuttlerockCloud.
2. Lone River
To communicate with their diverse target audience, Diageo brand, Lone River worked with four different UGC creators to develop content for Reels. Each video was shot in different scenarios, highlighting the different product flavors, benefits, and characteristics. The videos were optimized for Reels with fast-paced editing, subtle animation, and captions to supplement the voice-overs.
3. Goodfood
Canadian meal kit brand, Goodfood, worked with two UGC creators to produce videos highlighting the convenience that the service provides to its customers. The video on the left targeted young male audiences looking for an easy way to cook more home meals. The video on the right played with humor, showing a new puppy owner with a busy schedule struggling to find time to cook.
4. L'Ange
Hair styling and care brand L’Ange, collaborated with Tori, one of our creators that specializes in beauty UGC. The concept aimed at showing how the Le Piruoutte curling iron not only transforms hair, but also confidence by helping women feel empowered. Tori showcases the product’s features and then demonstrates how she uses the product. To help keep audiences engaged, our design team used a number of different visual effects along with engaging transitions to move from scene-to-scene.
5. Peloton Apparel
Peloton Apparel worked with four different creators to produce Reels content showcasing their women’s activewear products. Two of the concepts were evergreen, with one focusing on weekly outfits and the other on layering. The other two videos were produced for Peloton’s Black Friday promotions, with both using an unboxing/haul narrative framework to communicate the offerings.
6. Murad
For a Black Friday campaign, skincare brand, Murad, worked with another one of our beauty-focused creators, Courtney to produce two video concepts. The first video took a build-my-cart structure with Courtney talking through some of her Black Friday picks and discussing product benefits. In this video, a green-screen effect is used with the relevant product webpages shown in the background. The second video follows on from the first, with the products now delivered. The video uses a skincare haul framework, with Courtney talking through the same products, but this time showing them in person.
7. Men's Wearhouse
Heading into peak wedding season, Men’s Wearhouse was looking to connect with customers on TikTok to boost sales for its suits and tuxedos. Through our UGC solution, they developed a concept where a creator tries out Men’s Wearhouse in-store styling service. To help provide creative diversification, we supplied a copy variation along with a slight visual variation of the original creative.
Read the full TikTok case study to learn how this project achieved 10 Million Impressions and 278k clicks.
8. Indeed
Indeed wanted to tap into things that just make sense trend, which was popular across both TikTok and Reels. By collaborating with one of our UGC creators they were able to use the Italy-inspired trend 🤌 as a fun, creative way to communicate the different benefits of their app.
Start producing quality UGC-powered creative, with Shuttlerock
To learn more about our UGC solution and how it could be used by your brand to meet your marketing objectives, please get in touch with one of our team members.
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