Most UGC examples online come from skincare, supplements, and fashion. Useful if you sell moisturiser, less so if you sell procurement software.
These 9 formats are built for B2B, SaaS, and AI products. Each one includes an example hook, where it performs best, and what you need to make it. Use them as briefs for creators, customers, or your own team. If you are new to the topic, start with UGC Content: What It Is and How B2B Brands Use It.
1. The problem-solution screen recording
Example hook: "If you still build your weekly report by copying numbers out of 4 tools, watch this."
The creator names a pain, then shares their screen and shows the fix in under 45 seconds. It works because software is easier to believe when you can see it working.
Best for: paid social, TikTok, Reels, Shorts, landing pages. You need: a demo account, a clear job to show, and a creator who can narrate over a screen.
2. The day-in-the-life
Example hook: "Day in the life of a RevOps lead at a 50-person startup."
The creator walks through their working day, and your product shows up where it earns its place. The product is a supporting character, which makes it more believable.
Best for: Canvas UGC accounts built around a role, organic social. You need: a creator who has done the job, or can speak to it credibly.
3. The "I tried 3 tools" comparison
Example hook: "I tested 3 AI note-takers on the same meeting. Here's what each one missed."
Comparisons pull high-intent viewers who are already choosing. Keep it fair. A comparison that trashes competitors reads as an ad, and on a brand-owned account it must be clear who is behind it.
Best for: TikTok, YouTube Shorts, retargeting ads. You need: honest testing, and legal sign-off if you name competitors.
4. The customer selfie testimonial
Example hook: "We were losing 2 days a month to invoice chasing. Now it's 20 minutes."
A real customer, filmed on their phone, answering 3 questions: what was the problem, what changed, and who should use it. Unpolished beats produced here.
Best for: landing pages, sales follow-up emails, paid social. You need: a happy customer, a 60 second limit, and written permission.
5. The objection buster
Example hook: "Everyone asks if this works with Salesforce. Here's the 30 second answer."
Take the objection your sales team hears most and have a creator or customer answer it on camera. Then give the clip to sales.
Best for: retargeting, sales enablement, FAQ sections. You need: a list of real objections from your sales calls.
6. The first 5 minutes
Example hook: "I signed up for [product] and set it up live. Timer's running."
The software version of an unboxing video. It proves setup is fast and removes the fear of a painful rollout.
Best for: product-led SaaS, trial campaigns, onboarding emails. You need: a product that sets up in minutes. If it doesn't, skip this format.
7. The industry news explainer
Example hook: "LinkedIn just launched a creator marketplace. Here's what it means if you sell B2B."
The creator explains a change in your industry in 30 to 60 seconds, then connects it to the problem you solve. It builds authority and gives you a reason to post that isn't about your product.
Best for: LinkedIn, organic social, Thought Leader Ads. You need: speed. News formats lose value within days.
8. The before-and-after workflow
Example hook: "My onboarding checklist before and after we automated it."
Split screen or 2 halves: the messy manual process, then the clean version with your product. Visual proof, no claims needed.
Best for: paid social, Reels, Shorts, sales decks. You need: a real before, not a straw man.
9. The founder reply
Example hook: "Someone asked why we built this instead of using spreadsheets. Fair question."
Your founder films a direct reply to a real comment or question. It humanises the company and works well alongside creator content. This is where UGC meets founder-led marketing.
Best for: LinkedIn, TikTok, community replies. You need: a founder willing to film on their phone, and real questions to answer.
A real B2B UGC result
When we relaunched AI workspace Finden, we built the paid campaigns around creator-led video rather than polished product shots. Video outperformed static creative across every placement, consistently enough that it became the default. The best-performing creative hit a 17.20% click-through rate at £0.57 per landing page view, and landing page views grew 511% across the 3 month relaunch.
How to turn these examples into results
- Test several formats at once. You won't know which format fits your buyers until you run 3 or 4 side by side.
- Brief the problem, not the script. Creators sound better in their own words.
- Scale the winners with paid. Run top videos through the creator's handle with TikTok Spark Ads, Meta partnership ads, or LinkedIn Thought Leader Ads.
- Measure pipeline. Judge formats on trials, demos, and cost per lead, not views.
How Regen helps
Regen turns these formats into running programmes for SaaS, AI, and tech companies, from one-off creator videos to high-volume Canvas UGC. It all runs through our creator partnerships service and connects to paid social, so the winning formats get budget behind them.
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