UGC Raw Footage Explained: Brand Benefits and 5 Key Use Cases

It might sound counterproductive, but polished ads can feel a little too polished. Especially for today’s savvy shoppers who scroll past anything that looks overly staged. 

What really grabs attention is real people and real moments.

Enter UGC (user generated content) raw footage. 

This is the unfiltered, straight-from-the-creator content that feels way more like a recommendation from a close friend than anything else. And it’s a win-win for everyone. Brands love it because it’s flexible, affordable, versatile, and packed full of authenticity. Creators love it because they can simply shoot and share without hours of editing. And audiences love it because it feels trustworthy. 

Keep reading to find out what UGC raw footage actually is, why it’s so valuable, and five practical ways you can start using it in your marketing campaigns. 

Let’s go. 

What is UGC Raw Footage?

UGC raw footage is unedited content straight from a creator’s phone or camera. Instead of getting polished ads that have been heavily edited, you get the original video clips.

For example, a skincare influencer might film themselves applying your product in natural light with no filters and send you the unedited version.

This type of content tends to feel more relatable because it mirrors what real customers see in their everyday lives. You can use these raw UGC clips as-is for authentic social posts or edit them later into different versions for ads, product pages, email campaigns, or other types of social media content. 

Take the popular Stanley cup, for example. It didn’t get big because of flashy ads. Its popularity really took off through everyday UGC clips, like the viral video where a woman showed her car destroyed in a fire, yet her Stanley cup was still intact. That raw, unfiltered moment captured people’s attention and turned the cup into a cultural talking point. 

Since then, Stanley has leaned hard into raw UGC clips, with creators sharing how the Stanley cup fits into their morning routines and how it’s become an “emotional support cup”. This short TikTok video pieces together raw UGC content to create a story: 

Why Brands and Creators Value Raw UGC

Raw UGC has certain qualities that polished, studio-style content can’t replicate. 

• It’s authentic. Raw clips capture real voices, real environments, and genuine reactions. They feel more trustworthy, which can give shoppers more confidence to buy. 
• It’s cost-effective. Because you’re not pouring budget into a professional shoot and editing, UGC raw footage rates tend to be very affordable.
• It’s flexible. Raw footage can be used in many different ways. A single video can be cut into multiple formats for TikTok, Instagram, or even email. 
• It’s quick to produce. Because there’s no editing required and no need for a full production team to storyboard and shoot, you can get new content in days instead of weeks or months. 
• It’s relatable. Creators tend to shoot raw UGC footage in everyday environments, like their homes or cars, so it looks like content shoppers already consume daily. 
• It’s diverse. By working with multiple creators, brands can quickly build a library of content featuring different voices, demographic, and perspectives. 

It’s equally as valuable for creators, because they don’t have to invest in complex editing or production. Instead, they can simply film and send their footage straight to the brands they partner with.

5 Common Use Cases Of UGC Raw Footage, No Editing Required

Capturing “real” moments is only the first step. After that, you need to put those moments to work across your marketing channels. Whether it’s a customer sharing their first impressions, a quick unboxing clip, or behind-the-scenes coverage of your latest product launch, these authentic snippets can fuel every part of your content strategy.

Let’s look at some of the most common (and effective) ways brands are using raw UGC. 

1. Marketing campaigns

One of the strongest ways to use raw UGC is in marketing campaigns that highlight real customer voices. For example, if you’re a skincare brand, you might collect 10-second clips of users showing their skin before and after applying a serum. Those clips can then be used as testimonials on PDPs (product detail pages) and chopped into multiple ad variations.

Why it works: People trust people. A testimonial or demo filmed by a real customer feels way more genuine than a scripted brand ad.

Do it yourself: 

1. Define your goal. Are you aiming to build trust (testimonials) or show product features (demos)?
2. Brief creators clearly. Give them simple prompts like “share why you started using our product” or “show your 3 favorite features in under 30 seconds”. 
3. Collect multiple takes. Encourage creators to send a few variations so you can test different angles (short clips for social, longer for landing pages).
4. Repurpose across channels. Use short clips on TikTok, Instagram Reels, and YouTube Shorts, then longer versions on your product pages, in email nurture sequences, and as YouTube videos.

Crumbl Cookies regularly shares short, raw clips from creators. 

2. Social media advertising

Raw UGC is a great addition to paid social ads because most platforms push lo-fi content that blends in with organic feeds. This is particularly true on TikTok, where you can boost a creator’s original content directly from their profile to maintain the authentic look and feel of it. 

You can also use raw clips for creative testing. One 30-second video can be cut into five different ad variations, each with a different intro hook. 

Why it works: Raw UGC blends seamlessly into organic feeds. 

Do it yourself: 

1. Choose a product to spotlight. Keep it as simple as possible and stick to one video per core message.
2. Script the hook (or get the creator to). The first three seconds matter the most, so try and grab attention as quickly as possible with a hook like “I didn’t think this would work, but…” or “here’s how I use [product] every morning”. 
3. Ask for vertical orientation. Always ask creators for 9:16 dimensions so you can run the content on TikTok, Reels, and Shorts. 
4. Test multiple versions. Edit one raw clip into different variations, like different captions, opening lines, or music. 
5. Run creative testing. Launch 3-5 variations to see which one gets the best click-through rate, then scale the winner. 

Glossier works with beauty creators who film tutorials and “get ready with me videos” the brand uses in its social media advertising. 

3. Event coverage and live content

Events are a great backdrop for getting raw UGC footage, especially in industries like food and beverage. This might look like asking creators to record themselves exploring your pop-up shop or getting clips of live reactions during a product launch. 

Why it works: Raw clips capture the atmosphere of a live event in a way that a polished video can’t. 

Do it yourself: 

1. Pick your angles. Decide what matters the most. Is it the vibe? The product itself? Customer reactions? 
2. Brief creators on moments to capture. For example, you might ask them to capture the line of people waiting to get in, try the product for the first time, or get behind-the-scenes clips of staff setting up. 
3. Mix short and long clips. Use quick 5-10 second snippets for TikTok and longer videos for recaps or deeper storytelling. 
4. Post in real time. Share raw clips as they happen during the event. 

FIX Dessert Chocolatier asked shoppers at its launch event to describe the brand in one word. They then stitched together the raw footage to create a social proof montage. 

4. Community building and customer feedback

Raw UGC is a fantastic way to listen and engage with your community because you’re essentially inviting customers to share their voice. 

As an example, you might ask customers to record short clips of themselves responding to prompts (e.g., “what’s your favorite way to use our product?”). You can then share these clips back to your social feeds or embed them on product pages to build a feedback loop. 

Why it works: You’re essentially inviting customers to share their voices, which deepens trust and makes them feel truly seen and heard. Plus, you get feedback at the same time, which you can use to improve your products and marketing strategy. 

Do it yourself: 

1. Run a “share your story” campaign. Ask your community to record 15-second clips answering one simple question. This could be something like “how do you use our product in your daily routine?” or “what surprised you the most about this product?”. 
2. Make it easy. Share a direct upload link and don’t make people jump through hoops to add their entry. 
3. Reward those who get involved. Offer a discount code, feature top submissions on your Instagram, or send small freebies to sweeten the deal. 
4. Showcase customer clips. Once you’ve got your footage, post them on social media, embed them on your product pages, or include them in your newsletter. 

Bag brand Bellroy works with creators who showcase their product and give feedback on it to their huge audiences. 

5. Unboxing

Unboxing videos work double time because they showcase the product and the customer experience in one go. You’ll often see creators receiving a package from a brand, opening it, and walking viewers through what’s inside. 

This kind of raw UGC footage doubles as both social proof (because creators are recommending it and sharing their opinions) and a product demo (because they’re showing how the product works). 

Why it works: People love the “what’s inside” moment because it sparks curiosity and builds anticipation.

Do it yourself: 

1. Design your packaging intentionally. Include branded tissue, inserts, or even a surprise gift or two that add excitement.
2. Brief creators to capture the whole thing. Get them to film themselves opening the box, holding the product, their first impression, and everything in between. 
3. Ask for natural reactions. Encourage creators not to over-rehearse. The magic is often in the little, impromptu moments and reactions. 
4. Cut for multiple uses. Slice footage into multiple snippets for different platforms, like a 10 second clip as a TikTok teaser or a full unboxing video for YouTube. 

Are You Ready To Benefit From Unedited UGC Raw Footage?

By now, you’ve seen how powerful raw UGC can be. From authentic testimonials to scroll-stopping ads and even unboxing videos, this type of content helps you scale faster, connect with your audience on a deeper level, and build real trust. And the best part? It doesn’t require big budgets or complicated production setups—just real voices and real stories captured in the moment.

So, are you ready to start turning everyday moments into marketing gold? 

Drop a comment below and let us know which type of raw UGC would make the biggest impact for your brand right now. 

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