Performance Videos vs. UGC: Why UGC Is the Better Marketing Strategy

In the ever-evolving landscape of digital marketing, brands are constantly seeking new ways to connect with audiences and stay relevant. Two prominent types of video content have emerged as powerful tools for engaging consumers: Performance Videos and User-Generated Content (UGC) videos. While Performance Videos—polished, professionally produced pieces—have long been the staple of advertising, UGC videos have surged in popularity, offering unique advantages that make them an increasingly better choice for modern marketing strategies. Let's dive into why UGC videos are outshining traditional Performance Videos.

The Rise of UGC Videos

User-Generated Content refers to any content created by consumers rather than the brand itself. This can include anything from product reviews and unboxing videos to social media posts and testimonials. You can select all of these options when creating a brief on our platform. The rise of platforms like TikTok, Instagram, and YouTube has made it easier than ever for consumers to create and share their own content, leading to an explosion of UGC.

Traditionally, businesses have opted for Performance Videos, when promoting their brand, which nowadays are often viewed as highly curated and sometimes disconnected from reality, while on the other hand, UGC feels more genuine, relatable, and trustworthy.

Authenticity: The Key to Consumer Trust

At SHOUT, in a world where consumers are increasingly skeptical of traditional advertising, we understand authenticity is paramount. Performance Videos, with their high production values and polished aesthetics, can sometimes come across as too perfect—making them less believable to today's discerning audiences.

UGC, on the other hand, thrives on authenticity. When a real person shares their honest experience with a product or service, it creates a sense of trust that is difficult to replicate with professional content. Audiences are more likely to relate to and trust a fellow consumer's perspective, making UGC a powerful tool for building brand credibility.

Engagement and Virality

One of the most significant advantages of UGC videos is their potential for engagement and virality. Consumers are more likely to engage with content that feels personal and relatable. UGC videos often encourage interaction, whether it's through comments, shares, or even inspiring others to create their own content in response.

This level of engagement is challenging to achieve with Performance Videos, which are often seen as one-way communication from the brand to the consumer. UGC videos, by contrast, create a two-way conversation, fostering a sense of community and connection that can be incredibly valuable for brands.

Cost-Effectiveness

Producing high-quality Performance Videos can be expensive and time-consuming, requiring significant investment in scripting, filming, editing, and distribution. UGC videos, however, are often created and shared organically by content creators, requiring little to no financial investment from the brand. With our platform, you can get content for as little as £45.

By leveraging UGC, brands can save on production costs while still generating a wealth of content that can be repurposed across various marketing channels. Additionally, UGC can be produced at scale, allowing brands to maintain a consistent content output without the need for constant professional production.

Social Proof and Influence

UGC videos also serve as powerful social proof. When potential customers see others using and enjoying a product, it can significantly influence their purchasing decisions. Get people talking by putting a spin on your UGC, here are the top UGC trends of 2024 to spark inspiration. Follow the trends and you're sure to hit the right audience.

Influencer marketing is a natural extension of this, where brands collaborate with content creators who create UGC that resonates with their followers. This blend of UGC and influencer marketing can amplify a brand's reach and impact, driving both awareness and conversions.

Humanising the Brand

Finally, UGC videos have the unique ability to humanise a brand. By showcasing real customers and their experiences, brands can create a more personal connection with their audience. This human element is often missing in Performance Videos, which is why UGC remains on top.

When a brand shares UGC, it shows that they value their customers and appreciate their contributions, fostering a sense of loyalty and community. This can lead to long-term relationships with customers who feel personally connected to the brand.

Conclusion: The Future of Marketing Is UGC

While Performance Videos will always have their place in marketing, the undeniable benefits of UGC make it a superior choice for brands looking to build authentic connections with their audience. In an age where consumers crave authenticity, engagement, and trust, UGC videos provide a powerful, cost-effective solution that can drive real results.

As brands continue to navigate the digital landscape, those who embrace UGC will be better positioned to thrive in an increasingly competitive market. Whether through organic content or strategic influencer partnerships, UGC is the future of marketing—and the sooner brands embrace it, the better. This is where SHOUT is the answer for all your marketing desires. Contact us today to learn how!