How to make an effective UGC video
We get a lot of people asking how to submit content for RUKSAK, RUKVEST or STRYDR. "Make a video about the product" is a hard brief to work from on its own, so here's a proper breakdown of what actually makes a good one.
This isn't about being a polished creator or owning fancy gear. Some of our best content has come from someone's phone propped on a kitchen bench. It's about a few specific things, done well.
1. Start with a hook, not an introduction
The first 2 seconds decide whether anyone watches the next 10. Don't open with "hey guys" or "so I've been using this for a few weeks." Open with the thing that made you actually care.
Some examples that work:
- Straight into the problem: "I stopped running because my knees couldn't take it anymore."
- Straight into the result: "This is the only pack that hasn't left my hands numb after rucking for seven years."
- A visual hook: start mid-movement, mid-walk, mid-unbox. Never start with you standing still talking to camera.
If you're not sure your hook is strong enough, ask yourself: would this stop me scrolling if I didn't know the brand? If not, rework it.
2. Show, don't just say
"I love this product" tells us nothing. What we actually want to see:
- You putting it on and heading out the door, dog lead in hand, kid in the pram, whatever your normal is
- A specific moment: adding a brick, adjusting a strap, mid-walk, mid-set
- Your actual environment. Trail, footpath, backyard, gym floor. Real life beats staged shots every time.
If you can film yourself using it in the setting you'd normally use it in, that's worth more than a studio-style take talking at the camera.
3. Be specific about the result
Generic praise gets skipped past. Specific, personal detail is what makes people trust it.
Weak: "Great product, highly recommend."
Strong: "I added the vest to my normal dog walk and haven't needed to find extra time for a workout since."
Weak: "So comfortable."
Strong: "First pack that hasn't caused any shoulder pressure, even fully loaded."
Talk about what changed for you, not what the product does in general. You're the proof, not a spokesperson.
4. The practical stuff ...
None of the above matters if we can't actually use the footage. A few non-negotiables:
- Film vertical. Horizontal video doesn't work for how this gets used.
- Get the audio right. Find a spot without wind or traffic noise. Bad audio is the single biggest reason usable content gets rejected, no amount of editing fixes it.
- Natural light, ideally near a window or outdoors. Avoid dim rooms and overhead kitchen lighting.
- Keep it under 30 seconds. Say the one thing that matters, then stop. Longer isn't more convincing, it just gets cut down anyway.
- Face on camera, natural delivery. Read a script if it helps you remember the point, but don't sound like you're reading it.
5. A few things to skip
Don't oversell. If you say something that isn't true for you (it cured your back pain, it's the reason you lost weight), we can't use it and honestly, viewers can usually tell anyway.
Don't worry about looking "produced." Genuinely good UGC looks like a normal video from a normal life, not an ad.
Submitting your video
Once you've filmed your video, upload it to whichever platform you've already got, Google Drive, Dropbox or WeTransfer all work. Just make sure the sharing link is set to "anyone with the link can view," otherwise we won't be able to open it.
Copy that link, then head to the submission form and paste it in along with a few quick details. Takes about two minutes.