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7 Commons Hang Ups About User-Generated Video (and the Truth!)


The average consumer spends at least five hours a day consuming User-Generated Content (UGC), so it’s easy to understand the impressive reach of user-generated videos.

Despite that, many organizations have reservations about making user-generated videos a part of their marketing plan.

Common concerns are that they’re too informal, require a lot of time and effort, and that they’re hard to do with remote employees.

Today, we’ll cover the typical hang-ups companies have about user-generated video marketing and present the facts to help you uncover THE TRUTH

1. “We think video marketing will be high-maintenance, expensive, and/or time-consuming.”


Often, companies think that if they do video marketing, they’ll need slick, cinema-quality videos to best reflect their brand. They think this means they’ll need to throw tons of money at external agencies and dedicate a lot of time to the process.

Not true!

All you need is your smartphone and a great video editor.

Nowadays, the demand for user-generated content has skyrocketed, with 90 percent of shoppers saying that user-generated content influences their purchasing decisions, far outranking other marketing like search engine results and promotional emails.

User-generated videos empower people — your people! — to create authentic, engaging content that will resonate with your audience differently than brand-sponsored videos would.

And you don’t have to blow your budget on fancy equipment and expensive vendors.

HOT TIP: At EditMate, we realized our customers can be short on time, budget, and resources, which drove us to make our software and video editing service as simple and affordable as possible.

THE TRUTH: Creating user-generated videos is a low-maintenance, low-cost way to connect with your community.

2. We’re working remotely, so we can’t create videos right now.”


Whether your company was temporarily displaced due to COVID-19 or you’ve always had a distributed workforce, you absolutely can create and share user-generated videos easily while working from home.

Because already have everything you need: a phone and a laptop.

In fact, if you’re working remotely, video is now more important than ever.

THE TRUTH: Video is a medium that helps you and your team stay connected, reach customers, and mimic face-to-face interaction in an efficient, scalable way.

In another blog post, we’ve detailed how to produce video while social distancing. For instance, your company leaders can film themselves sharing important company updates. This type of video will ensure your whole organization is on the same page and is a more interactive and personal way to connect than an email.

HOT TIP: Your video content can be created and captured from many different sources, so you’ll need a place to store your clips and a way to edit them. And EditMate can help you out with all of that. Learn more about how businesses use EditMate’s tools to collect and create user-generated videos here.

3. “Our clients won’t take user-generated videos seriously.” 


User-generated videos are way more informal than full corporate productions, and companies may think their clients expect their video content to be high-end and high-budget.

But the fact is people trust and engage with user-generated content more than they trust brand-created content. In fact:

  • Visitors to websites with UGC spend 90 percent more time on the site
  • 85 percent of consumers find visual UGC more influential than brand photos or videos

Your customers may also appreciate that your video content is simpler and more personal.

THE TRUTH: User-generated videos show your customers you’re real, you’re human, and you can relate to them.

4. “We don’t have the people with the expertise to plan, shoot, and edit videos.” 


Okay, so you don’t have trained actors or expert videographers on staff. But that’s alright. You don’t need them!

HOT TIP: Our Video Editing Service is a boutique experience for quickly and easily creating professional video content. All projects include a highly skilled professional Video Editor (a real person, not a bot or self-serve tool) and a dedicated Project Manager to help guide the creative process.

To get started, loop your customers and brand ambassadors into your video production efforts to crowdsource footage.

You can also get your social media followers in on the action by asking them to contribute photos and videos about a topic.

Video can be the key that bolsters employee engagement too; 85 percent of enterprises say they use video for internal communications purposes.

You can make anything into a video, whether it’s describing a new product, discussing thought leadership pieces, asking your employees questions, or sharing important information with new hires.

THE TRUTH: When you involve your customers, fans, and employees in creating their own videos, they’ll feel more connected to your brand, increasing engagement. And with EditMate, you’ll feel like you’re working with an in-house video team — but online and at your fingertips.

5. “Video seems like a fad; we’re not sure of its ROI.”


Leaders may recognize the importance of video marketing but aren’t sure if it’s an investment that will actually pay off.

But if you’re not using video, know that your competitors probably are — at least 85 percent of businesses use video as a marketing tool.

Creating user-generated content humanizes your brand, and video is the perfect transparent medium to reach your audience.

THE TRUTH: Regarding video’s bottom-line impact, 89 percent of video marketers reported that video gives them a good ROI, and 80 percent say it directly helped them increase sales.

6. “User-generated videos will detract from our other marketing efforts.”


Right now, organizations are pushing out all kinds of content like blogs, whitepapers, eBooks, and more.

Videos may seem like they require their own separate marketing strategy, and a lot of time and effort may go into creating just one piece of content.

But actually, with user-generated videos, there are heaps of opportunities to repurpose the content and share it across all of your channels.

You can even make 28 pieces of content out of one two-minute video!

THE TRUTH: Repurposing your user-generated videos is a smart way to power your marketing program without having to create new content from scratch.

7. “But uh… we don’t know what to talk about.”


With user-generated video, you have so many options about what type of video to create.

We’ve seen our clients utilize user-generated video for:

  • New product launches
  • Thought leadership videos on LinkedIn
  • Training employees located in different locations
  • Interview your leadership to share with your internal community while everyone is working from home
  • Highlight your employees to keep morale high
  • Showcasing your happy customers on social media
  • Create authentic Facebook and Instagram Ads

Your videos don’t always have to be about the company or industry you’re in, either…

For internal communications, ask your colleagues what they love or hate about remote work, what they do outside of work, or show off their pets. Celebrate an employee’s birthday or work anniversary by having each member of their team share what they love about working with them.

The lighter, more personal pieces highlight your company culture and they’re also excellent for recruiting purposes.

THE TRUTH: Nearly any topic can be brought to life with user-generated video.



Organizations may have misconceptions about how much effort, skill, and how well-executed user-generated videos need to be in order to be effective

However, if you don’t try them out, you’ll miss out on a new way to relate to your consumers and show your brand’s authentic and human side.

Start incorporating user-generated video into your marketing plan today!

Want help getting started? Contact us to schedule a free demo and brainstorming session.


P.S. If you liked this post you might also like The Top 3 Ways to Create User-Generated Videos Right Now

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