Types of UGC Content: Every Format You Should Know

Most articles about types of UGC content read like a glossary. They define each format, maybe drop an example, and call it a day. Not particularly useful if you're a brand trying to figure out what to order, or a creator trying to figure out what to offer. (If you're still getting your head around what UGC actually is, start there — then come back here for the format breakdown.)

The format matters more than people think. A testimonial video and an unboxing video are both "UGC video," but they serve different purposes, perform on different platforms, and require different skills to create. The wrong format wastes time and budget. The right one does the job.

This guide covers every major UGC format: what it is, when it works, where to use it, and who should be creating it. Whether you're building a content brief or building a portfolio, the point is the same — pick the right format for the job.

Photo and Image Formats

Photo UGC is the fastest to produce, the easiest to start with, and still one of the best-performing content types for e-commerce. A product photographed on someone's kitchen counter feels more trustworthy than the same product on a white studio backdrop, and product pages with that kind of imagery outperform stock photography because of it.

Product Photography

A creator photographs the brand's actual product in an authentic setting — their apartment, their desk, their backyard. The product is the star, but the environment around it is what makes it convincing.

This is bread-and-butter UGC photo work. E-commerce brands need it for product pages, Amazon listings, Shopify stores, social ads. And they need a lot of it — different products, seasonal campaigns, and A/B testing all eat through visuals fast.

For creators: This is the lowest barrier to entry in UGC. A smartphone and natural light from a window is enough to get started. Shoot content with products you already own to build your portfolio. Our phone lighting guide covers the basics of getting product shots right without equipment.

For brands: Be specific in your briefs. "Lifestyle shot of our moisturizer" is vague. "Moisturizer on a bathroom shelf next to a toothbrush and a coffee mug, morning light, no filters" gives the creator something to work with. Our brief-writing guide goes deeper on this.

Lifestyle Imagery

Similar to product photography, but the focus shifts. In a lifestyle shot, the scene is the star — the product is woven into someone's actual daily life. A protein shake on the counter while someone's cooking breakfast. Running shoes by the front door with a leash and car keys. The product is present but contextual, not centered.

Lifestyle imagery works best for social media ads and brand feeds where you want to show the product in someone's world, not just sitting on a surface.

For creators: The niches you're already living in are your biggest advantage. If you're a parent, your kitchen and living room are a lifestyle set. If you're into fitness, your gym bag and morning routine are content waiting to happen. Check out our guide to the most profitable UGC niches to see which categories brands spend the most on.

For brands: Lifestyle imagery works across platforms, but it's especially strong on Instagram. Carousels with lifestyle UGC tend to pull more engagement than single product images.

Before-and-After

Side-by-side or sequential images showing a transformation. Skincare results over 30 days. A room before and after a cleaning product. A garden before and after a fertilizer.

Before-and-after content works because the visual proof does the selling. No claim to believe, no copy to read. The result speaks for itself.

For creators: This format takes patience. You're documenting a transformation over days or weeks, not snapping a quick photo. But that patience pays off. Before-and-after content commands premium rates because brands know it converts, and fewer creators are willing to put in the time.

For brands: Authenticity is non-negotiable here. Fabricated before-and-afters damage credibility faster than almost anything else. Brief your creators to document honestly, even if the results are modest. Modest and real beats dramatic and fake.

Platform tip: On Instagram, post before-and-after as carousels where viewers swipe to reveal the result. On TikTok, use the split-screen or transition format — the reveal moment drives rewatches.

Video Formats

Video UGC tends to outperform photos on engagement and conversion. But "shoot a video" is about as useful as "make some content." The specific video type matters far more than the medium itself.

Each format below serves a different purpose, works on different platforms, and requires different skills. UGC video ads regularly beat traditional branded creative on click-through rates, but only when the format matches the placement and where the viewer is in the buying process.

Unboxing Videos

A creator films themselves opening and reacting to a product for the first time. The appeal is simple: it mimics the experience of receiving a package yourself. That anticipation and genuine reaction triggers the same emotional response in the viewer.

Unboxing is one of the most consistently requested UGC formats because it works at the top of the funnel. It grabs attention, builds curiosity, and introduces a product in a way that feels personal rather than promotional.

For creators: One of the easiest formats to start with because the genuine reaction is the whole point. No script, no product expertise, no editing skills. Just film yourself opening the package and responding honestly. We have a full breakdown of what brands want from unboxing content if you want the specific formula.

For brands: Unboxing works best when your packaging is worth filming. If the unboxing experience is forgettable, the content will be too. Consider your packaging as part of the content brief.

Product Demos

A creator shows the product being used: setting up a gadget, applying a skincare product, assembling furniture, cooking with a kitchen tool.

Demos differ from unboxings because they focus on functionality rather than first impressions. They answer the viewer's question: "Does this thing actually work the way they say it does?"

For creators: Demos work especially well when you can show the product solving a problem you genuinely have. The more specific and real the use case, the more convincing the content.

For brands: This is your highest-demand format for consideration-stage content. Someone watching a product demo is closer to buying than someone watching an unboxing. Brief for real scenarios, not staged ones.

Service UGC note: For non-physical products like apps, platforms, coaching programs, and SaaS tools, the product demo is a screen recording or walkthrough. Almost no creators specialize in this yet, which is exactly why it's worth considering.

Tutorials and How-To Videos

A creator teaches the viewer how to use the product or achieve a specific result with it. A makeup tutorial featuring a brand's palette. A recipe using a specific kitchen appliance. A workout routine built around a piece of equipment.

Tutorials build trust because they demonstrate expertise while showing the product in action. They also have the longest shelf life. People search for "how to" content months and years after it's published.

For creators: Tutorials showcase your knowledge and skill, not just your face. Brands pay premium rates for creators who can teach, because educational content converts better and lasts longer than a quick product flash. If you can explain how something works while making it look good, you're in demand.

For brands: Tutorial content works on most platforms but does especially well on TikTok and YouTube, where search intent brings in viewers actively looking for how-to answers. Brief for specific outcomes: "Show three looks using this palette" is better than "Make a tutorial."

Testimonials and Reviews (Video)

A creator speaks directly to camera about their experience with a product or service. What they liked, what surprised them, how it compared to what they used before.

Honest take on video testimonials: the traditional talking-head format is losing effectiveness. Viewers have seen thousands of them, and format fatigue is real. The testimonials that still work weave the review into a story or routine rather than delivering a scripted endorsement.

For creators: Authenticity is everything in this format. Brands can tell when you're reading a script, and viewers can tell even faster. If you didn't genuinely like something about the product, say so — and then talk about what you did like. Nuanced, honest reviews are more valuable than five-star raves. For ready-made frameworks you can adapt, see our UGC video script templates.

For brands: Use video testimonials for landing pages, retargeting ads, and consideration-stage content where social proof tips the buying decision. Pair them with a specific claim or result, and they hit harder.

GRWM (Get Ready With Me)

A creator films their routine (morning skincare, outfit selection, makeup application) with the product featured naturally as part of that routine. The product isn't the subject of the video. It's part of the creator's life.

GRWM content works because it feels like spending time with a friend, not watching an ad. The product placement is contextual, not forced, which is why it performs so well for awareness-stage content on TikTok and Instagram Reels.

For creators: GRWM has high demand and relatively low competition right now. If your daily routine involves products that brands want content for — skincare, makeup, fashion, wellness — this is a strong format to build your portfolio around.

For brands: GRWM works best for beauty, fashion, skincare, and wellness products. The key is that the product must fit naturally into someone's routine. If you have to force it, the format falls flat.

Day-in-the-Life and Routine Videos

Similar to GRWM but broader. A creator documents their day with the product woven into their routine. Morning coffee with a branded mug. Walking the dog with a new leash. Working from home with a productivity app open on screen.

For creators: This is the easiest format to make authentic because it literally is your real day. The less staged it feels, the better it performs. If you're a parent, pet owner, student, or anyone with a routine, you already have the content — you just need to film it.

For brands: Day-in-the-life content works for most product categories: food, beverages, productivity tools, fitness gear, pet products. It's particularly effective for products that don't have an obvious "demo moment" but do have an obvious place in someone's daily life.

Video Format Comparison

Written and Review Formats

Written UGC doesn't get the same attention as video, but it quietly drives a lot of e-commerce value. If you've ever bought something on Amazon, you already know: the reviews section is where purchase decisions happen.

Written Reviews and Ratings

Text-based product reviews on e-commerce platforms, Google, or social media. Stars, written feedback, pros and cons.

Reviews aren't glamorous, but they're foundational. Product pages with reviews consistently outperform pages without them, and the effect compounds with quantity and recency.

For brands: If you're selling on Amazon or any e-commerce platform, written reviews should be a priority before you invest in any other content type. They're the baseline. Everything else builds on top.

For creators: Written reviews are a stepping stone, not a specialty. They're useful for building relationships with brands, but the earning potential is lower than photo or video work.

Social Media Posts and Mentions

Organic posts where someone mentions or tags a brand: an Instagram story showing a new purchase, a tweet about a restaurant, a TikTok comment thread. These posts tend to pull more engagement than brand-created content, which is why smart brands reshare and repurpose them.

For brands: Monitor your mentions. Some of the best UGC comes unsolicited from people who love your product. Resharing this content (with permission) is free social proof. You can also repurpose UGC into multiple ad variations to stretch your content budget further.

For creators: Even casual posts tagging brands can lead to paid opportunities. Brands notice when someone creates good content featuring their products. That's how many creator relationships start.

Blog Posts and Long-Form Reviews

Detailed written reviews or experience posts on personal blogs, Medium, or niche publications. These are declining in volume as video dominates, but they still carry weight for SEO and high-consideration purchases where buyers research extensively before committing.

For brands: Long-form reviews from credible bloggers can drive steady organic traffic for months or years. They're especially valuable for products with a longer consideration cycle — tech, furniture, software, professional equipment.

Emerging and Interactive Formats

These formats are newer but growing fast. If you're a creator looking for less competition, or a brand looking for fresh angles, pay attention here.

Reaction and POV Videos

A creator reacts to trying or experiencing something for the first time, often shot from a specific point of view. Think: tasting a new snack with the camera catching the genuine reaction, or a POV of opening a mystery subscription box.

Raw emotional response is about as authentic as content gets. The format is native to TikTok and performs well because watch time is high. People stick around to see the reaction.

For creators: If you're naturally expressive and comfortable on camera, reaction content is low effort and high reward. The key is genuine response — if you have to fake surprise, it shows.

Comparison Content

A creator compares two or more products side-by-side. "I tried both of these concealers for a week, here's which one actually stayed on." Comparison content directly addresses the consideration stage: it helps viewers decide between options they're already evaluating.

For creators: Comparison videos consistently get strong search traffic because people actively search for "[product A] vs [product B]." This is a high-value format that positions you as an informed voice, not just a product shower. Check out our breakdown of UGC vs influencer marketing for an example of how comparison content works.

For brands: Comparison content is risky to commission (you're inviting a direct comparison to competitors), but it's powerful when it happens organically. Consider it for retargeting campaigns where viewers are already comparison shopping.

Live Shopping and Livestreams

Real-time product demonstrations with viewer interaction: try-ons, cooking demos, Q&A sessions with the product in hand. TikTok Shop and Instagram Live Shopping are the main channels in Western markets, though the format is far more established in Asia-Pacific.

For creators: Live shopping requires a different skill set than pre-recorded content. You need to be comfortable improvising, responding to comments in real time, and selling without a script. It's not for everyone, but creators who do it well become extremely valuable to brands.

UGC for Services (Non-Physical Products)

Screen recordings, walkthroughs, experience vlogs for apps, platforms, coaching programs, fitness subscriptions, SaaS tools. Most articles about UGC types assume physical products. Service businesses need content too, and almost nobody is creating it.

For creators: If you can walk through a digital experience clearly (showing an app's interface, documenting a coaching session, filming a fitness program) you have essentially zero competition. Service-based UGC is an underserved niche with growing demand.

For brands: If you sell a service, don't assume UGC isn't for you. A screen recording of someone using your app with genuine commentary is more persuasive than any product tour you could build in-house.

How to Choose the Right Format

The "best" UGC format depends on your goal, your platform, and your product. Here's how to narrow it down.

By Business Goal

Not every format works at every stage. Match the format to where your customer is:

• Awareness (getting discovered): Unboxing, GRWM, day-in-the-life, lifestyle photos. Formats that feel native to social feeds and catch attention without asking for a commitment.
• Consideration (evaluating options): Tutorials, comparisons, testimonials, detailed reviews. Formats that answer questions and build confidence.
• Conversion (making the purchase): Product demos, before-and-after, written reviews on product pages. Formats that provide proof and reduce risk.
• Retention (keeping customers engaged): How-to content, community challenges, routine videos. Formats that help existing customers get more value.

By Platform

The same format performs differently depending on where it lives:

• TikTok: Short-form video dominates. Unboxing, GRWM, POV, tutorials under 60 seconds. UGC outperforms brand content here by a wide margin.
• Instagram: Carousels for photos and before-and-afters, Reels for video. Reels tend to get more reach than single images.
• YouTube: Longer tutorials, detailed reviews, comparison videos. Search-driven discovery means content has a longer shelf life.
• Amazon: Product photos, written reviews, short video reviews. Everything ties back to conversion rate.
• Landing pages and ads: Testimonials and product demos. UGC ads tend to beat traditional creative on click-through rate and cost per acquisition.

By Product Category

Certain formats naturally fit certain products:

• Beauty and skincare: GRWM, tutorials, before-and-after, routine videos
• Tech and electronics: Unboxing, product demos, comparison videos
• Food and beverage: Recipe tutorials, taste-test reactions, day-in-the-life
• Fashion: GRWM, try-on hauls, lifestyle photos
• Services and apps: Screen recordings, walkthroughs, testimonials
• Pet products: Reaction videos, product-in-action, lifestyle photos

If you're stuck, ask three questions: What stage is my customer in? Which platform am I targeting? What does my product look like when someone actually uses it? The overlap points to your format.

Getting Started

For Creators

Pick two or three formats that match your niche and your actual life. Don't try to do everything. Brands hire format specialists, not generalists. A creator who makes excellent tutorials is more hireable than one who makes mediocre everything.

Build portfolio samples in your chosen formats, even with products you already own. Three strong pieces in one format beats ten weak pieces across five. If you're just starting out, our guide to building a UGC portfolio walks through exactly what to include and how to present it. And if you're brand new to all of this, start with our complete guide to becoming a UGC creator.

Once your portfolio is ready, set up a creator profile on Modliflex and let brands come to you. For a full breakdown of where to find paid work — from job boards to inbound marketplaces — read our guide to UGC creator jobs. And if you're deciding between cold outreach and letting brands discover you, our cold pitching vs marketplace comparison covers the trade-offs.

For Brands

Start with the format that matches your most immediate business goal. If you need content for e-commerce product pages, that's product photography and written reviews. If you're scaling paid social, that's short-form video: unboxings, demos, GRWM.

Write briefs that specify the format, not just "make us some content." The more specific your brief, the better the content you'll get back. Test two or three formats before going all-in — what works for one brand won't necessarily work for another. For a deeper look at scaling, check out our guide to how DTC brands scale content production.

When you're ready to order, browse creators on Modliflex by niche, style, and format. If you're evaluating platforms, our comparison of the best UGC platforms covers pricing, features, and honest pros and cons.

The bottom line

UGC isn't one thing. It's a toolkit of formats, each designed for a different job. The brands that get the best results order specific formats for specific goals on specific platforms — our roundup of 15 UGC examples brands actually use shows what that looks like in practice. The creators who earn the most get good at formats that match their life and their niche.

The formats will keep evolving. What won't change is that content made by people, featuring products and services in authentic settings, outperforms content that tries to fake it — including AI-generated alternatives. It has for years, and the gap keeps widening.

Figure out which formats fit your goals. Then go make them. If you sell on Shopify, our guide to UGC for Shopify stores covers exactly where each format belongs on your product pages. For more creator tips, brand guides, and industry insights, explore the Modliflex blog.