User-generated content helps brands promote and sell their products and services by conveying authenticity, demonstrating how a product works and fits into our lives, and by connecting with new customers via the personality of the content creator.
There are a lot of competing beauty products out there. Brands need great visuals and a way to bring their product to life and stand out from the crowd. UGC creators make videos and stills that show a product in-use and their overall experience with that product. Shoppers get a real review and get to experience the product through the eyes of the UGC creator.
Here are some of great examples of UGC creators from the KittyKat Network:
Ana Erica is a UGC creator with a consistent brand identity for her content. She loves skincare and raves about products in this category.
She produces and posts still content as well as short video clips to capture attention on social media.
Ana creates great voiceovers and soundtracks about products. Each takes you on a journey as she tries products and offers her impressions.
She uses sensory words to describe products such as the way they feel on her skin - “light, milky texture’, ‘refreshing and hydrating.’ She shows her followers how to correctly apply a product to get the best results. She also has a focus on acne-prone skin and shares her own skin stories and emotionally-engaging self-care journey.
instagram.com/macromakeupbeauty
Elle is a make-up and skincare lover from the Philippines, with skin she labels as oily, acne-prone and having a neutral undertone. She is a UGC creator who makes herself relatable to her audience and has earned a reputation for being open and honest about her skin journey.
She makes fun, quick clips with trendy music, and includes personal tips and tricks on how she uses products and how they work for her. She presents the brand’s perspective on their product as well as her own ideas on what to do differently for different skin types.
Elle is friendly and real with her experiences, inviting viewers in and to see her as a trustworthy source. When she talks through a product, her narrative follows a story-time style or a problem-and-fix structure. She often states a problem like hair loss and then proceeds to show how the product delivers a solution.
Marla is a Filipina UGC creator who focuses on makeup.
She loves lip products and works with brands to promote lip glosses and lipsticks through her day-to-day routines.
Her unboxing videos are a popular choice for UGC. They’re simple but effective. Who doesn’t love it when a new package shows up on your doorstep ready to be opened up? Marla takes excitement to the next level by creating short videos as she unboxes each shiny new product.
She also shows products in use and will test lip products by painting colorful swatches up her arm as well as directly on her lips to show shades in certain lighting.
Maiah loves skincare and hair care. She encourages others to treat and pamper themselves a bit more and reminds us of the value in self-care in our routines.
She works with a variety of brands in the beauty industry and creates video and photo content on how products transform her look. She usually gives detailed insights into how something has worked, such as creating a week-long log of the effects of a product.
Maiah Kristina offers an authentic review and reaction to each product. Her followers learn to trust her, which creates a relatable reason to buy and try a product themselves. This creates ‘social proof’ defined as:
“Social proof is the psychological concept that people are influenced in their decision making by others, compelling them to act within societal norms or expectations.”
Most creator content represents a form of social proof, which helps persuade people to purchase a product.
