I get asked all the time what type of UGC video works best. And the honest answer is: it depends on what you're trying to do. But after 17 brand partnerships and more video edits than I can count, I've narrowed it down to four formats that consistently move the needle.
These aren't theoretical. Each one is something I've produced for real brands in Dubai and seen perform in paid campaigns and organic feeds. I'll break down when to use each, why it works, and what makes the difference between one that converts and one that gets ignored.
1. The street interview
This is my bread and butter. I go out to a high traffic location in Dubai with a product and a microphone and ask real people for their honest opinions.
Why it works: street interviews combine social proof with entertainment. When a stranger genuinely reacts to a product they've never tried before, viewers trust that reaction in a way they won't trust a paid endorsement. The format is also inherently watchable. People stay to see how the conversation plays out.
Best for: awareness stage content, social feeds, TikTok, Instagram Reels. Works exceptionally well for F&B, beauty, and lifestyle brands where the product has an immediate sensory reaction you can capture on camera.
The key detail most people miss: the question you ask matters more than the product. A boring question gets a boring answer. I always lead with something slightly unexpected or specific that forces people to think. "What does this smell remind you of?" beats "Do you like this?" every time.
2. The honest product review
This is filmed to camera, usually just me talking directly to the viewer about a product. No script. I try the product on camera for the first time or give my genuine take after using it for a set period.
Why it works: this format mirrors how people actually research purchases. They watch real people use the product and look for honesty. When your review content feels genuine, including mentioning things you'd change or improve, it builds more trust than a glowing five star testimonial.
Best for: consideration and decision stage. When someone is already interested in a product and wants validation before buying. Works well on YouTube, in website embeds, and as retargeting ad creative.
What makes this format succeed or fail: eye contact and delivery. If the review feels rehearsed, it defeats the purpose. I film my reviews in one or two takes maximum. The slight imperfections, the pauses where I'm genuinely thinking about what to say, that's what makes it believable.
3. The day in the life / behind the scenes
This follows someone using the product or experiencing the service in their actual daily routine. It's not a review. It's a documentation. "Here's what it's actually like to use this."
Why it works: this format answers the question "will this work for me?" People want to see a product in a real context, not a studio. Seeing someone integrate a skincare product into their actual morning routine or use a golf training aid on an actual course is more persuasive than any amount of feature descriptions.
Best for: lifestyle brands, subscription services, experiences, hospitality. Great for Instagram stories, TikTok, and as mid funnel content for anyone who's already aware of the brand but hasn't committed.
The trick here is making it feel like content, not an ad. The product should be present but not the sole focus. It's embedded in someone's life. The moment it feels like the entire video exists just to sell the product, you lose the magic.
4. The reaction / unboxing
First impression content. Someone opens, tries, or experiences something for the first time on camera.
Why it works: genuine surprise and delight are contagious emotions. When someone opens a package and their face lights up, the viewer feels a version of that excitement. It's the same psychology that makes unboxing videos one of the most watched categories on YouTube.
Best for: product launches, premium products, subscription boxes, anything with strong packaging or a wow factor moment. Works on every platform but TikTok and Reels are where this format really shines because the short format amplifies the emotional hit.
What separates good unboxing content from forgettable content is the pacing. Don't rush to the reveal. Let anticipation build. And capture the genuine first reaction without a retake. The second time someone opens a box, the reaction is never as good.
Which format should you choose?
Here is my framework for deciding.
If your goal is brand awareness and reach: start with street interviews. They have the highest organic reach and shareability.
If your goal is conversions and sales: product reviews and behind the scenes content work hardest in the middle and bottom of funnel. Use them in retargeting campaigns.
If you're launching something new: reaction and unboxing content creates excitement. Pair it with street interviews for maximum impact.
If you need a content library that covers everything: a mix of all four is what I recommend for most brands. One shoot day can produce content across all four formats if you plan it properly.
The format everyone gets wrong
The biggest mistake I see brands make isn't choosing the wrong format. It's taking a working UGC format and over producing it until it stops feeling authentic. The moment you add background music that's too polished, transitions that are too smooth, or colour grading that looks like a commercial, you've killed the thing that made it perform in the first place.
UGC works because it doesn't look like advertising. Protect that quality at all costs. Slight imperfections, natural lighting, the occasional stumble over a word. Those aren't problems. They're the reason people watch and trust what they're seeing.
If you're spending more time in post production than you did filming, something has gone wrong.