[et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” _builder_version=”4.14.7″ _module_preset=”default” background_color=”#FFFFFF” custom_margin=”||||false|false” custom_padding=”2%|20%|2%|20%|false|true” custom_padding_tablet=”4%|0%|4%|0%|true|true” custom_padding_phone=”6%|0%|6%|0%|true|true” border_color_top=”#e1e1e1″ locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.14.7″ _module_preset=”7b1bf5ad-cc2a-4448-981c-4963d88bd6e8″ custom_margin=”||||false|false” custom_padding=”0px||0px||false|true” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” global_colors_info=”{}”]<\/p>\n
Plenty of brands work with the creator community to harness the power of user generated content (UGC) and UGC video. After all, UGC content is big business: Goldman Sachs analysts predict the creator economy will reach $480B in value by 2027.<\/p>\n
And according to a recent MASV survey<\/a> of 500-plus creators, consumers, and marketers, 85% of consumers rely on UGC videos before making a purchase\u2014highlighting the importance of UGC videos for B2C companies especially.<\/p>\n But marketers and the creator community seem to disagree on the best ways best ways for video teams and others to work with video content from creators to come up with that next viral TikTok, Instagram Reel, or YouTube Short. Let\u2019s dive into the numbers.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_cta title=”Upload UGC Video With MASV Portals” button_url=”https:\/\/app.massive.io\/en\/signup” button_text=”Start for Free” module_class=”starttrial” _builder_version=”4.14.7″ _module_preset=”default” header_level=”h5″ header_font=”||||||||” header_font_size=”26px” header_line_height=”1.3em” body_line_height=”1.8em” background_color=”#202332″ use_background_color_gradient=”on” background_color_gradient_start=”#072231″ background_color_gradient_end=”#031119″ custom_button=”on” button_text_size=”18px” button_text_color=”#FFFFFF” button_bg_color=”#0472ef” button_bg_color_gradient_start=”#0472ef” button_bg_color_gradient_end=”#005dc6″ button_bg_color_gradient_direction=”90deg” button_border_width=”0px” button_font=”Roboto|700|||||||” button_custom_padding=”10px|42px|10px|42px|true|true” custom_margin=”||20px||false|false” link_option_url=”https:\/\/app.massive.io\/en\/signup” border_radii=”on|10px|10px|10px|10px” border_color_top=”#3d72e7″ border_color_left=”#3d72e7″ box_shadow_style=”preset2″ box_shadow_horizontal=”-13px” box_shadow_style_button=”preset1″ locked=”off” global_colors_info=”{}” button_border_width__hover_enabled=”on|hover” button_custom_padding__hover_enabled=”on|hover” button_custom_padding__hover=”|2em|||false|false” button_border_width__hover=”0px” button_bg_color__hover=”#005dc6″ button_bg_color__hover_enabled=”on|desktop”]<\/p>\n Embed a MASV Portal into your website or SaaS product and provide seamless, fast, and reliable uploads for your users.<\/p>\n [\/et_pb_cta][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” _builder_version=”4.14.7″ _module_preset=”default” background_color=”#FFFFFF” custom_margin=”||||false|false” custom_padding=”2%|20%|2%|20%|false|true” custom_padding_tablet=”4%|0%|4%|0%|true|true” custom_padding_phone=”6%|0%|6%|0%|true|true” border_width_top=”1px” border_color_top=”#e1e1e1″ locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.14.7″ _module_preset=”7b1bf5ad-cc2a-4448-981c-4963d88bd6e8″ custom_margin=”||||false|false” custom_padding=”0px||||false|true” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”section-one” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n User generated video content is vital for most brands: Of the marketers we surveyed, nearly 70% said UGC video marketing is an important element of their marketing strategy. Nearly 90% of marketers use this video content to either build brand awareness or to generate leads when running a UGC campaign.<\/p>\n [\/et_pb_text][et_pb_text module_id=”section-two” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n So how should brands approach creators in order to work with them for content marketing?<\/p>\n Of those we surveyed, most indicated the best way for a brand to entice a UGC creator into making UGC video content for a UGC campaign is to either provide free samples or pay them via a sponsorship.<\/p>\n But a significant number of creators also indicated that providing a great product or service is enough to convince them to create a video.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/massive.io\/wp-content\/uploads\/2025\/09\/1-1.jpg” alt=”Placeholder image” title_text=”1 (1)” _builder_version=”4.14.7″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text module_id=”section-two” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n That\u2019s a disconnect from the responses we received from marketers, most of whom said that the best way to work with a UGC creator is to simply use and promote their unpaid videos (with permission), just ahead of involving creators in giveaways or contests.<\/p>\n Product seeding, the No. 1 way creators say is the best way for marketers to work with them, was a distant fourth (at just 5.1%) when we put the same question to marketers.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/massive.io\/wp-content\/uploads\/2025\/09\/2-1.jpg” alt=”Placeholder image” title_text=”2 (1)” _builder_version=”4.14.7″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” _builder_version=”4.14.7″ _module_preset=”default” background_color=”#FFFFFF” custom_margin=”||||false|false” custom_padding=”2%|20%|2%|20%|false|true” custom_padding_tablet=”4%|0%|4%|0%|true|true” custom_padding_phone=”6%|0%|6%|0%|true|true” border_width_top=”1px” border_color_top=”#e1e1e1″ locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.14.7″ _module_preset=”7b1bf5ad-cc2a-4448-981c-4963d88bd6e8″ custom_margin=”||||false|false” custom_padding=”0px||||false|true” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”section-two” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n While most creators we spoke with had never been paid or given free products to make videos, many successful creators ultimately end up producing a mix of free and sponsored content.<\/p>\n That was the case for all of the creators we spoke with for our UGC video report \u2013 many of whom said they have more success, in terms of views and engagement, with their unpaid videos over overtly sponsored content.<\/p>\n \u201cI think (paid sponsorship) actually hurts more often than it helps,\u201d explains Alex Lefkowitz, founder of Tasty Edits, a video editing platform that works primarily with video creators. \u201cBecause a brand will say, \u2018I want you to say specifically that this is the best sneaker you\u2019ve ever worn in your life.\u2019 And it’s just very clear that it\u2019s not authentic.\u201d<\/p>\n<\/blockquote>\n UGC video creator Samuel Chen agrees. \u201cIf it feels like I\u2019m selling the item in the video, a lot of people get turned off in the first five seconds,\u201d he says. \u201cBut if I say that I found the item and it looks organic, then it does much better.\u201d<\/p>\n In our survey, however, marketers said that paid brand collaborations and sponsorships are more effective than gifting free product.<\/p>\n [\/et_pb_text][et_pb_text module_id=”physical” _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” header_4_text_color=”#444444″ background_color=”rgba(158,213,247,0.19)” custom_padding=”2%|3%|2%|3%|false|true” border_width_left=”5px” border_color_left=”#3d72e7″ global_colors_info=”{}”]<\/p>\n \ud83d\udca1 Read More<\/strong>: Download The State of User-Generated Video<\/a> Report 2024<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” _builder_version=”4.14.7″ _module_preset=”default” background_color=”#FFFFFF” custom_margin=”||||false|false” custom_padding=”2%|20%|2%|20%|false|true” custom_padding_tablet=”4%|0%|4%|0%|true|true” custom_padding_phone=”6%|0%|6%|0%|true|true” border_width_top=”1px” border_color_top=”#e1e1e1″ locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.14.7″ _module_preset=”7b1bf5ad-cc2a-4448-981c-4963d88bd6e8″ custom_margin=”||||false|false” custom_padding=”0px||||false|true” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”section-three” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n Most marketers who use UGC video simply find and repost content on the same social or video platform. But nearly as many ask users to upload content using an uploader on a webpage, or download content from social to be used elsewhere.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/massive.io\/wp-content\/uploads\/2025\/09\/3-1.png” alt=”Placeholder image” title_text=”3 (1)” _builder_version=”4.14.7″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text module_id=”section-two” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n Most of the creators we surveyed said that brands either downloaded their videos from social, a video platform, or another online source and used it elsewhere or shared the videos on the same platform.<\/p>\n Only 17.9% of creators used a web uploader to submit content to brands.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/massive.io\/wp-content\/uploads\/2025\/09\/4-1.png” alt=”Placeholder image” title_text=”4 (1)” _builder_version=”4.14.7″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” _builder_version=”4.14.7″ _module_preset=”default” background_color=”#FFFFFF” custom_margin=”||||false|false” custom_padding=”2%|20%|2%|20%|false|true” custom_padding_tablet=”4%|0%|4%|0%|true|true” custom_padding_phone=”6%|0%|6%|0%|true|true” border_width_top=”1px” border_color_top=”#e1e1e1″ locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.14.7″ _module_preset=”7b1bf5ad-cc2a-4448-981c-4963d88bd6e8″ custom_margin=”||||false|false” custom_padding=”0px||||false|true” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”section-four” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n MASV\u2019s research\u2014performed in partnership with market research firm Dynata\u2014shows that UGC video is more trusted than official branded content or influencer content. It\u2019s also more trusted than any other type of user generated content, such as text or audio.<\/p>\n More than 80% of consumers in our survey indicated that they consider brand-specific user generated video content more trustworthy than official brand content or content from paid influencers.<\/p>\n But a large part of that is built over years of effort by UGC video creators to earn their audience\u2019s trust by providing honest and authentic information about things they are passionate about.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/massive.io\/wp-content\/uploads\/2024\/05\/UGC-video-reviewer-1.jpg” alt=”Placeholder image” title_text=”Blogger doing product review of light with multiple colors” _builder_version=”4.14.7″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text module_id=”section-four” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n That means every UGC content creator must ride a very fine line when working with brands in order to keep their credibility intact. Brands who push too hard could end up quickly alienating creators who don’t want to be pushed into creating UGC video ads.<\/p>\n \u201cMost brands will reach out to me and say, \u2018You have the freedom to do the video in your style for your audience,\u2019\u201d explains creator Angus Nguyen<\/a> about his process for content creation for brands. \u201cBut some companies have very strict guidelines. And so I’m not super happy with the videos that I’ve contracted to put out with them, because they’re basically ads.\u201d<\/p>\n<\/blockquote>\n To build and maintain their authenticity, savvy creators are super selective in the brand-specific videos they make\u2014especially if they are approached by a brand to do a review or talk about their products or services in specific ways.<\/p>\n \u201cTrust and authenticity on social media is absolutely critical in this day and age \u2013 folks can snuff something out if it feels like it’s sponsored or planned,\u201d explains Jillian Robinson, senior global PR manager at social media platform management company Dash Hudson<\/a>.<\/p>\n<\/blockquote>\n Lefkowitz agrees. \u201cThe key to it all is that it needs to be authentic,\u201d he says. \u201cIt can’t seem like they’re shelling out or getting paid for it on the side.\u201d<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” _builder_version=”4.14.7″ _module_preset=”default” background_color=”#FFFFFF” custom_margin=”||||false|false” custom_padding=”2%|20%|2%|20%|false|true” custom_padding_tablet=”4%|0%|4%|0%|true|true” custom_padding_phone=”6%|0%|6%|0%|true|true” border_width_top=”1px” border_color_top=”#e1e1e1″ locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.14.7″ _module_preset=”7b1bf5ad-cc2a-4448-981c-4963d88bd6e8″ custom_margin=”||||false|false” custom_padding=”0px||||false|true” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”section-five” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n We\u2019ve already established that the main way creators build trust among their audience is to create authentic content about things they\u2019re passionate about. Anything else can seem contrived at best, or completely phoney at worst.<\/p>\n That means brands need to go where UGC creators already are, and work with creators who are passionate about what they\u2019re doing. Of the creators we surveyed, their top preferred user-generated video types to create are:<\/p>\n Video creator Anum Rubec<\/a> told MASV that she tries to be as organic as possible when including products or services in her videos.<\/p>\n \u201cI try to incorporate a lot of brands or products within something that I naturally do already,\u201d she says. \u201cA lot of times it’s a \u2018get ready with me\u2019 style of video, where I\u2019m sharing different makeup products that I use.\u201d<\/p>\n<\/blockquote>\n Of course, when creating any kind of music-based video, creators and brands both need to be aware of copyright and ensure they\u2019re able to use the music legally in their video.<\/p>\n And that\u2019s not a given\u2014of creators, just slightly more than 50% say they always remove other people\u2019s copyrighted works from their videos before publishing.<\/p>\n Brands must stay vigilant to ensure third-party content has either been removed or used with permission in UGC video to ensure they don\u2019t incur liability.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” _builder_version=”4.14.7″ background_color=”#f5f5f5″ custom_margin=”||||false|false” custom_padding=”2%|20%|2%|20%|true|true” custom_padding_tablet=”4%|0%|4%|0%|true|true” custom_padding_phone=”6%|0%|6%|0%|true|true” global_colors_info=”{}”][et_pb_row _builder_version=”4.14.7″ _module_preset=”7b1bf5ad-cc2a-4448-981c-4963d88bd6e8″ custom_margin=”||||false|false” custom_padding=”||||false|true” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”#section-six” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Plenty of marketing teams rely on outdated and risky methods, such as downloading user-generated videos from social media, to gather UGC video.<\/p>\n But that comes with inherent risk because simply downloading a video doesn\u2019t imply creator consent\u2014especially when that video is used in a marketing campaign.<\/p>\n And asking every creator for consent individually can be cumbersome when there\u2019s a million other things to do.<\/p>\n The best way to navigate UGC content rights is to use a central platform that can facilitate the sharing of assets and legal sign-off a universal file uploader with built-in, customizable file upload forms right in your website or SaaS solution.<\/p>\n A MASV Portal<\/a> is a versatile large file uploader that provides a fast, secure<\/a>, and reliable way to gather content from a browser. MASV Portals can be fully customized to your brand\u2019s look and feel and can be embedded on any website, making Portals the ideal solution for organizations who work with creators and need to upload UGC quickly, securely, and reliably.<\/p>\n Plus, they\u2019re powered by MASV\u2019s industry-leading file transfer speed<\/a> and fail-proof reliability.<\/p>\nTable of Contents<\/h2>\n
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How UGC Video Creators Prefer to Work With Brands<\/h2>\n
Authenticity Is Key For Successful UGC Video Content<\/h2>\n
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How Do Creators and Marketers Typically Work Together?<\/h2>\n
Don\u2019t Push Creators Too Far With UGC Video<\/h2>\n
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Marketers Take Note: Creators Love Doing Music-Based Videos<\/h2>\n
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Gather UGC Video Easily and With Less Risk With MASV Portals<\/h2>\n