UGC: what actually makes a brand video convert
7 min read · September 9, 2026 · @solennstories
After three years of UGC production for beauty, food and parenting brands, here is what changes the results — and what changes nothing.
A credible video rather than a beautiful one
A good UGC video is not a beautiful video. It is a believable one. The brands I work with — dermo-cosmetics, food, parenting — get their best results when we embrace the imperfection of real life: the actual bathroom, the morning light, the voice that hesitates.
The first three seconds
The first three seconds decide everything. I start with the problem, never with the product: the gesture, the constraint, the situation the customer recognises instantly.
Several hooks for the same video body
I always deliver several hooks for the same video body. That lets the media team test without reshooting the whole thing, and that is often where the difference in cost per acquisition is won.
Designing the video together with the media plan
One last point, learned on the agency side: a UGC video has to be designed with the media plan, not after it. The format, the length and where the message sits all depend on where the video will run.
Frequently asked questions
- What is a UGC video that converts?
A UGC video that converts isn't a beautiful video but a believable one. Brands (dermo-cosmetics, food, parenting) get their best results when the imperfection of real life is embraced: the actual bathroom, the morning light, the voice that hesitates.
- Why are the first three seconds of a UGC video decisive?
The first three seconds of a UGC video decide everything: it's better to start with the problem than with the product, with the gesture, constraint or situation the customer recognises instantly.
- Why deliver several hooks for the same UGC video?
Delivering several hooks for the same video body lets the media team test without reshooting the whole thing. That's often where the difference in cost per acquisition is won.
- Should a UGC video be designed with the media plan?
Yes: a UGC video should be designed with the media plan, not after it. The format, the length and where the message sits all depend on where the video will run.
Contenus UGC beauté & soin
Vidéos verticales de démonstration et de routine pour des marques dermo-cosmétiques : script, tournage, montage et déclinaisons publicitaires.
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Influencer collaboration, UGC production or strategic support: write to me at hello@solennstories.com.
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