Yes, UGC videos can work extremely well for eCommerce brands because they show real people using your product, which builds trust fast and turns “maybe later” shoppers into buyers.
For most online stores, the win is simple: UGC answers the questions shoppers usually ask before they purchase, like “What does it look like in real life?”, “How big is it?”, “How do I use it?”, and “Will it actually solve my problem?” The more clearly your video handles those questions, the less friction you have between a scroll and a checkout.
Where UGC video wins for eCommerce
| Where you use it | What the video should show | What you watch |
|---|---|---|
| TikTok and Instagram Reels ads | Strong first 2 seconds, problem then product, quick demo, captions, clear offer | Hook rate (3-second views), click-through rate, cost per purchase |
| Your product page (Shopify, WooCommerce) | Unboxing, size and texture, “how it works,” before and after, common objections | Add-to-cart rate, checkout start rate, conversion rate, return rate |
| Amazon listing video | What you get in the box, how to use it, result or outcome, simple proof | Unit session conversion, scroll depth, review volume and quality |
| Email and SMS | One clear benefit, one use case, one next step, short and punchy | Click rate, revenue per send, unsubscribe rate |
What makes UGC work is not fancy production, it is clarity. We like scripts that follow this pattern: (1) relatable problem in one line, (2) show the product in hand, (3) show the “how” in 2 to 3 steps, (4) show the result or benefit, (5) one clean call to action. If you want us to handle creator sourcing, shot lists, and editing, our UGC video production process is built around getting you usable clips for ads, product pages, and email.
UGC also plays nicely with paid media because it feels native to the feed. For TikTok, Spark Ads can run promotion from an existing creator post (with the creator’s permission), so the social proof stays attached to the post. On Meta, UGC-style creatives often work best when they look like a friend’s recommendation, not a commercial. If you want help turning your best UGC into conversion-focused campaigns, we can run it through our PPC management workflow and test different hooks, offers, and landing page pairings.
Two non-negotiables: permission and disclosure. If a creator is paid, gifted product, or earns commission, the relationship has to be disclosed clearly (for example “Paid partnership” or “#ad”), and it needs to be easy to notice. On the rights side, get a written license that spells out where you can use the content (ads, website, Amazon, email), how long you can use it, and whether you can edit it. Also be careful with music: a sound that is fine for an organic post may not be cleared for paid ads.
If you’re an Orlando or Central Florida brand selling nationwide, UGC is a practical way to compete with bigger budgets because it lets you show product reality fast, which is what shoppers want before they pay for shipping and wait for delivery. If you also want those product pages to pull in more high-intent traffic from Google, see our eCommerce SEO FAQ for how we think about demand capture on search.
To know if your UGC is doing its job, track outcomes, not likes. Tie videos to UTM links, compare add-to-cart and purchase rates on pages with and without UGC, and watch creative-level purchase performance in your ad platform. Our SEO metrics to track guide is also useful here because it covers the site-side numbers that matter once people land, like conversions and revenue, not vanity traffic.
