There’s no shortage of content online, but there is a shortage of content that actually works. The brands that stand out know exactly how to capture attention and generate a loyal fan base. But they’re not all out there creating expensive content produced in a studio. Most of them are leveraging user-generated content (UGC) and mixing it into studio-quality clips for maximum impact. Whether you’re designing ad campaigns, building landing pages, or just showcasing testimonials, knowing which format to use is the key to getting results.

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Knowing when to use UGC compared to polished content produced in a studio can mean the difference between a marketing campaign that feels relatable and one that feels too corporate. The truth is, you can’t just stick with one or the other. Balancing authenticity with polish is the best move. But not every situation calls for a blend, and sometimes the ratio of UGC to polished content matters. Here’s what you need to know to make video content work for your brand.

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UGC vs. studio content: what’s the difference?

Let’s start with the basics. User-generated content is typically raw, authentic content created by everyday people using phones or consumer video equipment. Studio-quality content is high-quality, professionally filmed media created with precision, controlled lighting, scripts, and editing.

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UGC is relatable and real

UGC builds trust because it looks like something a normal person would post to their own blog. Many studies have shown that people are far more likely to trust UGC over polished, branded content. According to data sourced by Get Roster, consumers find UGC 9.8x more impactful than influencer content when making a purchase decision. Put simply, people don’t like feeling like they’re being sold to by corporations; UGC feels more like you’re connecting with a friend. 

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Some examples of UGC content include:

·      Written content. This includes customer reviews, comments, and testimonials.

·      Visual content: This includes static images, memes, product photos often posted with testimonials, and graphics.

·      Multimedia content: This includes reviews, testimonials, tutorials, unboxing videos, and anything else users publish in video or audio format.

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User-generated content is most likely to be found on social media platforms, company product pages, in emails, and in various places online.

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Studio content is polished and controlled

Although users trust UGC more, studio content isn’t bad. It still serves a purpose and should be incorporated into your video marketing strategy. While UGC grabs attention, studio content is where you fine-tune your message, create visual consistency for your brand, and create a clean, clear, persuasive final video. 

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Both types of content have value, but they serve different purposes depending on your goals and where your content will be published.

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UGC ads build trust

When it comes to video ads, UGC often outperforms traditional corporate ads, especially on TikTok and Instagram where authenticity is expected. When you use user-generated content for ads, your video blends seamlessly into feeds, which generates more engagement and longer watch times. If you’re looking for ways to increase your return on ad spend (ROAS), UGC content is it.

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Studio ads create clarity

If you need to film a product walkthrough or provide in-depth visual explanations, studio content wins. This is especially true for high-ticket items or complicated offers. 

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When mixing these two types of content, use UGC to spark curiosity and studio content to drive conversions. This is a winning combination. In fact, according to research by Power Reviews, conversions increase by 8.5% when visitors are served some form of UGC on product pages.

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Where your video lives matters

 Before you can determine whether to use UGC or studio-polished content, it’s important to understand how each type of content impacts users in different contexts. Whether it’s your homepage, an ad on social media, a landing page, or a testimonial makes a huge difference. Here’s a breakdown of what content works best in different locations:

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1. Websites: use a combination of user-generated content and polished clips

Your website is a digital storefront, and visitors will judge your credibility in seconds. That’s why the smartest brands use both UGC and studio-produced video assets strategically.

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UGC is powerful for building trust. Embedding real customer videos, unscripted testimonials, and reviews humanizes your site and reinforces social proof. Showcasing authentic voices from happy customers demonstrates real-world satisfaction and makes your offer more relatable.

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But while UGC grabs attention and builds trust, it doesn’t always tell your story the way you need it told. That’s where studio content shines. Professionally shot product demos, animated explainer videos, and brand overview clips ensure message clarity, reinforce your brand’s visual identity, and help guide visitors deeper into your funnel. 

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Landing pages benefit the most from this blend. UGC warms up the visitor while studio content seals the deal. Position UGC near your CTAs, testimonials, and FAQ sections to answer objections and boost engagement. Then, support those emotional cues with polished content that showcases features, benefits, and value in a way that feels trustworthy. In other words, UGC earns the click and attention, but studio quality earns the confidence that converts.

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In short:

·      UGC builds an emotional connection

·      Studio content delivers clarity and persuasion

·      Together, they build the credibility that turns your website into a conversion machine

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So, instead of just showing off your product, show real people loving it and then explain why they love it with authority.

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2. Testimonials: incorporate raw UGC in studio edits

Unsolicited customer testimonials are one of the most powerful forms of content you can publish, and the best ones are honest and raw. However, they work even better when blended into a studio-edited video.

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To create a powerful video leveraging testimonials, start with the raw material. A selfie-style video recorded by a real customer, in their own words, can deliver sincerity you can’t achieve with a scripted video. Viewers can sense when someone genuinely believes in a product and that authenticity is gold. People trust online reviews as much as personal recommendations. 

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But you can’t just drop unedited clips into your brand campaign. UGC testimonials often have poor lighting, background noise, and off-topic rambling. That’s where studio editing can elevate the entire experience. You can trim the fat, sharpen the message, and layer in supporting visuals like product b-roll, graphics, and subtitles. 

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This approach will preserve the authenticity of the testimonial while reinforcing your brand’s authority and polish. Your content will be honest while looking great. 

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Here’s what that might look like:

·      A customer records a minute-long video raving about your services.

·      You edit the clip into a 2-minute branded testimonial reel.

·      You overlay the UGC with studio-shot b-roll of your team in action, the product in use, and callout graphics showing stats or key phrases.

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Now you’ve got a testimonial asset that works across multiple channels, including your website, paid ads, and as part of your email nurturing sequence. And because the voice is real, it doesn’t trigger the “this feels like an ad, let’s ignore it” aversion filter most users have developed.

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3. Awareness campaigns: grab attention, then define your brand

When you’re running awareness campaigns, your number one job is to interrupt the scroll. People aren’t actively looking for your product yet, so you have to meet them where they are with engaging content that feels natural and worth watching. This is where UGC will be your hero.

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Raw, relatable, and informal UGC is far more likely to break through the noise of polished, corporate as in a feed. Whether it’s a TikTok review, an unboxing video, or a customer showing off results, this type of content often gets more engagement, more shares, and more watch time than traditional ads. 

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People who are just getting into your funnel don’t want a sales pitch; they want a story. They want proof that people like them are solving problems or discovering cool things. UGC fits perfectly. 

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But once you’ve captured attention with UGC, you have to do something with it. That’s where studio-produced content comes into play. It helps you define your brand, shape the narrative, and elevate perception. Once your audience is primed and paying attention, studio content can be used to reinforce your values, product promise, and unique value proposition.

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For example:

·      Lead with a UGC clip in your paid ad that says something like, “I didn’t think this would work, but wow.”

·      Follow it up with a studio-polished segment showcasing your product in action with crisp visuals, emotional music, and a clear message.

·      End with a strong CTA and your branding front and center.

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The sequence of UGC to hook, studio to shape is a proven successful combo. Pairing authentic UGC-style hooks with studio-finished content in the same ad can increase watch-through rates and increase overall conversions significantly.

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Generating awareness requires being seen and remembered. Use UGC to get in the door and use studio content to show your prospects why you deserve to stay.

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4. Conversion campaigns: social proof + production value

Once users are in the middle of your funnel or being retargeted, presentation starts to matter more. When your audience has moved beyond casual awareness and is weighing their options, the content you serve needs to shift gears.

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Studio-quality content will guide buying decisions by providing clear messaging that helps users understand features, pricing, and benefits. At the same time, UGC lowers the barrier to conversions. Real people showing their results increases confidence and removes objections. Together, both types of content tackle logic and emotion.

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When you only focus on studio content you miss out on closing sales. Logic alone won’t close deals – emotion is the driving factor. UGC provides the validation people need to feel emotionally connected and convinced that your product is for them. It lowers the risk and answers the unspoken question, “but will this work for me?”

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5. Funnel strategy: match the format to the buyer stage

Map content type to where a customer is in their journey. For example:

·      TOFU (top of funnel): UGC ads, influencer clips, casual TikTok videos

·      MOFU (middle of funnel): Studio testimonials, product pages with UGC

·      BOFU (bottom of funnel): Studio demos, retargeting ads, email videos

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When determining what content to use, it’s not just about either/or – it’s about when and where.

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6. Paid social: UGC performs, studio scales

On social platforms like Facebook, Instagram, and TikTok, UGC is more cost-effective and gets more engagement. Many brands have found that UGC outperforms studio content by nearly 30% in terms of engagement and provides a 20% higher ROAS over traditional ads.

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Studio content wins in the realm of retargeting to establish trust as users see your brand more frequently. When retargeting, your ads should rotate both formats to reduce ad fatigue.

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7. Hybrid creatives: blending UGC inside studio ads

You can combine both types of content in a hybrid ad. For instance, embed a customer’s 10-second testimonial inside a high-production testimonial ad or shoot your own UGC-style content in a studio for the best of both worlds. When done right, a hybrid ad can outperform either type on its own.

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8. Influencer campaigns: UGC roots, studio wings

Influencer content is basically UGC content, but not always low-quality. Micro-influencers tend to produce UGC-style content because it’s cost-effective and generates high engagement. However, top-tier influencers need studio polish because their audience expects brand control and message precision. 

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When choosing between influencer types, most small businesses find micro-influencers to be more effective. Since they have a smaller fan base they get better engagement rates and that means more conversions. However, if you have the budget for a bigger influencer, don’t skip it. Both can be valuable partnerships. 

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Performance metrics

Measuring the ROI of your content through analytics is crucial. Measure the results of UGC and studio content differently because they behave differently. You’ll need to analyze performance based on where the content is placed. UGC excels in click-through rates (CTR) and engagement, while studio content excels in views and conversions. One exception is TikTok. Many people have found that TikTok ads convert better when the videos look like native content.  

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In any case, you’ll want to run split tests for your ads to see what combinations of UGC and studio content work best. It’s also crucial to test by platform. What works great on TikTok might flop on YouTube. Don’t take failure as a sign that the ad itself is ineffective until you’ve tested it on other platforms.

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Avoid common mistakes

While both content types are valuable, there are a couple errors to avoid:

·      Relying too much on UGC for complex products. Some things are better explained with polish.

·      Expecting studio content to outperform everywhere. Just because you paid a lot to have a video produced doesn’t mean it’s going to be well-received on all platforms.

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Polished content often gets ignored in social feeds when people expect rawness.

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Use each content format for what they do best, not just what’s easiest.

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Want smarter video content that actually converts?

At Vid.co, we craft campaigns that balance authentic UGC with studio-level quality and clarity. From TikTok-ready scroll-stoppers to polished landing page videos, we build content ecosystems that work. Reach out today and let’s create amazing content that delivers real results.