UGC videos in Colombia: what they are, what they're for and how to get them for your brand
UGC videos are short pieces shot by creators in a natural style, as if a real customer were recommending the product. In Colombia they work because people trust someone with their accent and context more than a studio commercial. To get them you need a clear brief, creators who fit your brand and a written usage-rights agreement.
More and more Colombian brands are replacing part of their traditional production with UGC videos: vertical clips, shot on a phone by creators, that show the product in real use. This guide explains what they are, where they're used and how to request them well in the Colombian market.
What a UGC video is
UGC comes from user generated content. In campaigns, it is almost always commissioned UGC: a creator receives a brief and a payment, shoots the video with a user aesthetic and delivers the files to the brand. It doesn't have to be posted on the creator's profile; the brand uses it on its own channels or in ads. If you want to go deeper into the difference from an influencer collaboration, read UGC vs. influencer content.
Why UGC videos work in Colombia
- Closeness: a creator from Medellín, Cali or Barranquilla speaks with expressions and references the audience recognizes.
- Trust: seeing the product in a real kitchen, bathroom or office feels more like a recommendation than an ad.
- Mobile consumption: most video is watched on phones in vertical format, exactly UGC's native format.
- Speed: a batch of videos can be produced in days, not weeks, which lets you test messages before investing more.
Most requested UGC video formats
- Review or testimonial: the creator shares their experience with the product.
- Unboxing: opening and first impressions, useful for e-commerce.
- Demonstration: how it's used and what problem it solves.
- Before and after: only when the result is real and verifiable.
- Routine or tutorial: the product inside an everyday step-by-step.
- Answering objections: the creator answers frequent questions (price, shipping, sizes).
Most of these pieces run 15 to 60 seconds, are shot vertical 9:16 and need a hook in the first seconds.
Where to use your UGC videos
- Ads on TikTok, Instagram and Facebook. Read content for paid ads on TikTok and Meta.
- Product pages and landing pages, as social proof.
- The brand's Stories and reels, to keep the calendar active.
- WhatsApp and email, to explain the product in a few seconds.
How to get UGC videos in Colombia step by step
- Define the goal: sell, explain, build trust or feed ads?
- Write the brief: product, audience, key messages, what to avoid, length and format. There's a template in how to brief UGC content.
- Choose creators: review their previous content, how they speak to camera and whether their style fits your brand. Read how to evaluate UGC content creators.
- Ship product: with enough time for them to really use it.
- Review and adjust: agree in advance how many rounds of changes the payment includes.
- Formalize rights: where the video will be used, whether it goes into paid ads and for how long.
Usage rights and rules in Colombia
Paying for a video doesn't mean you can use it anywhere forever. Put in writing the channels, the duration, whether paid ads are allowed and whether you can edit it. Also, if the creator posts on their profile, the collaboration must be identified as advertising: the Superintendence of Industry and Commerce has a guide on the subject, which we summarize in advertising with influencers in Colombia.
How CLIQ helps
At CLIQ we work with creators from Colombia and the rest of LATAM to produce UGC videos ready for social media, web and ads: creator selection, brief, delivery coordination and clear rights. You can see our services or explore the influencer search.
Frequently asked questions
What is the difference between a UGC video and a commercial?
A commercial is produced with a professional crew and a locked script. A UGC video is shot by a creator on their phone, in their own language and with a natural aesthetic, which is why it feels like a recommendation.
Do I need creators with many followers to do UGC?
No. In UGC what matters is the quality of the video, clarity when speaking and fit with your brand. Many UGC creators have small communities or don't even post the content.
Can I use UGC videos in paid ads?
Yes, as long as the agreement with the creator includes paid-ad rights, with defined platforms and duration.
How many UGC videos should I ask for at the start?
A small batch with hook and message variations is usually enough to find out what works before scaling.