UGC Examples: 20 User-Generated Content Examples (and What SaaS Brands Can Learn From Them)

User-generated content is the most trusted advertising most brands have, and it's increasingly how software gets sold. But "just do UGC" is useless advice. You need to see what good looks like.

Below are twenty UGC examples — consumer classics, SaaS campaigns, and real videos I've made for AI and SaaS products — with what makes each one work.

What Counts as User-Generated Content?

UGC is content about a brand created by people outside the brand: customers, fans, and creators. Today it splits into two kinds:

Nielsen's long-running trust research shows recommendations from people rank above almost every form of brand advertising. Nielsen Trust in Advertising.

Iconic Consumer UGC Examples

1. Apple — #ShotoniPhone

Apple turned customer photos into billboards. The product feature (the camera) is proven by the content itself. Lesson: let output be the proof.

2. GoPro — customer footage as the brand

GoPro's channel is largely customer footage. The brand curates instead of creating.

3. Starbucks — #WhiteCupContest

Customers doodled on cups; the winner became a limited design. Lesson: give people a simple, specific prompt.

4. Airbnb — host and guest photography

Listings are UGC. Airbnb's marketing leans on real stays rather than staged sets.

5. Glossier — customers as models

Glossier built a brand around reposting real customers. Authenticity became the aesthetic.

6. Duolingo — fans remixing the owl

Duolingo's TikTok persona invited endless fan remixes. Lesson: be remixable.

SaaS and B2B UGC Examples

Software is harder because there's nothing to unbox. The winning SaaS UGC shows a workflow, a before/after, or a result. For a broader view of how this is reshaping B2B, read B2B content marketing examples.

7. Canva — creator tutorials

Most "how to do X in Canva" videos are made by creators, not Canva. That's free, searchable product education.

8. Notion — template creators

Creators sell and share Notion templates and setups; each video is a product demo.

9. Figma — Community files

Users publish kits and plugins on Figma Community — UGC that doubles as onboarding.

10. CapCut — templates on TikTok

Every trending CapCut template carries the product's name to millions of viewers.

11. AI tools — "I tried this AI" videos

The "I tested this AI tool so you don't have to" format drives huge discovery for AI SaaS. It's honest, fast, and shows output.

12. G2 / Capterra review videos

Review platforms like G2 collect text UGC; brands turn top reviewers into short video testimonials.

13. GoHighLevel — affiliate tutorials

GoHighLevel's affiliate program turned users into a YouTube education army. I was one of them — my videos drove over $100K in affiliate payouts. Full case study.

UGC Video Formats (With Examples)

I cover how to brief and scale these in User-Generated Content for SaaS Products.

UGC Examples From My Portfolio

These are real videos I've made for AI and SaaS products. You can watch them on my homepage.

Here are three of those short-form videos — watch them like a scroller would, sound off first:

And three formats I produce for SaaS brands — a UGC testimonial, a product demo, and a problem-solution video:

20. SEOBuddy — five search-led feature videos

Each video targeted a buyer-intent YouTube search. Read the SEOBuddy case study.

Anatomy of a High-Performing UGC Video

1. Hook (0–2s): a pain, a result, or a bold claim.
2. Context (2–6s): who this is for.
3. Demo (6–25s): the product doing one thing, on screen.
4. Proof (25–35s): the result or reaction.
5. CTA (last 3s): one action — try it, link in bio.

Want more on scripting? See SaaS explainer video and SaaS video production.

Rights and Disclosure

Get written permission before reusing customer content, and secure usage rights (including paid ads) in creator contracts. Paid creators must disclose the relationship — see the FTC's Disclosures 101 for Social Media Influencers.

Frequently Asked Questions

What is an example of user-generated content?

A customer posting a video of themselves using your product, a review, or a creator tutorial. Apple's #ShotoniPhone and creator Canva tutorials are classic examples.

What are UGC examples for SaaS?

Testimonial videos, screen-recorded tutorials, "I tried this AI tool" videos, product demos, and review videos.

How much does UGC cost?

Single creator videos often range from roughly $150 to $500+, depending on length, usage rights, and distribution. Packages lower the per-video cost.