A UGC video package usually includes the final edited video, selected raw footage, platform-ready variations, captions or text overlays, and sometimes thumbnails, but the exact deliverables should be defined before filming starts.
For a business, this matters because one good user-generated content video can support paid ads, organic social posts, landing pages, product pages, email campaigns, and retargeting. The more clearly the deliverables are scoped, the easier it is to test hooks, improve ad performance, create content faster, and avoid paying twice for the same shoot.
At Rathly, we do not treat UGC video deliverables as a vague “one video” request. We look at where the video will be used first: TikTok, Instagram Reels, YouTube Shorts, Meta ads, Amazon, a website service page, or a product landing page. A video made for organic social may need a natural opening and looser pacing. A video made for PPC may need stronger proof, faster product framing, and several hooks for testing.
| Deliverable | What it means | Why it matters |
|---|---|---|
| Final edit | A polished video with cuts, text, captions, music if allowed, and basic color or sound cleanup. | This is the main asset you publish or run as an ad. |
| Raw footage | Unedited clips from the shoot, usually delivered as selected usable files, not every second recorded. | Your team can reuse clips later for ads, reels, landing pages, or new edits. |
| Variations | Alternate openings, lengths, aspect ratios, CTAs, or edits for different platforms. | You can test what drives more clicks, calls, form fills, or sales. |
| Thumbnails | Still images or designed frames for YouTube, Reels covers, or product pages. | A better cover can improve stops, clicks, and watch starts. |
| Captions and text overlays | On-screen words that support the message without relying on sound. | Many people watch without audio, especially on social feeds. |
Good example: A dental office asks for one 30-second patient-style UGC video, three hook variations, a 15-second ad cut, a 9:16 vertical version, captions, one cover image, and approved raw clips. That gives the team content for Instagram, TikTok, Meta ads, and a landing page.
Bad example: A business asks for “a UGC video” with no usage plan, no required length, no call to action, no raw footage terms, and no revision rules. The creator may deliver one file that looks fine but cannot be tested well or reused later.
Before ordering, decide what you need from this checklist:
- Final video length: 15, 30, 45, or 60 seconds.
- Format: vertical 9:16, square 1:1, horizontal 16:9, or more than one.
- Usage: organic social, paid ads, Amazon, website, email, or all of these.
- Raw footage: yes or no, and whether it includes all clips or selected usable clips.
- Variations: different hooks, CTAs, captions, product angles, or pain points.
- Revision terms: how many edits are included and what counts as a new request.
- Usage rights: where you can use the video and for how long, especially for paid ads.
For local service businesses, the best package usually includes one main edit, two or three hooks, one shorter cut, captions, and enough raw footage to create future social posts. For ecommerce or Amazon products, thumbnails, close-up product shots, unboxing clips, and raw footage become more useful because the same product proof can support listings, ads, and retargeting.
Our recommended action is simple: write the deliverables into the brief before production. State the number of final files, video lengths, aspect ratios, raw footage terms, revision limits, and usage rights. If you plan to run the content as ads, connect the video plan with your PPC campaigns so each variation tests a clear hook, offer, or audience. If you need creator-style content for products or services, our UGC services can help plan the shoot around the assets your marketing team can use more than once.
