The rise of UGC in B2B SaaS

Author

Josef Newton
December 13, 2024

In 2024, it’s almost unthinkable for direct-to-consumer (D2C) brands to skip using UGC as part of their ad strategy.

Why?

Because it works.

Not only is UGC incredibly effective, but the cost per video is so much lower than other types of video content that brands can test it far more extensively.

Now, I believe we’re about to see this UGC wave hit the B2B SaaS world. Marketers will embrace it for the same reasons D2C marketers have:

  • High-performing creative at a lower cost.

  • The ability to produce at scale.

What Is UGC?

While UGC stands for “user-generated content,” it doesn’t always mean content created by your actual users.

In practice, UGC refers to a style of content—videos that emulate the raw, conversational feel of authentic user-generated videos. Think lo-fi, iPhone-shot content that feels unscripted and relatable.

Basically… it’s the opposite of most B2B creative. 😅

This type of content stands out because it feels native to social platforms. And when an ad feels native, it gets more engagement, more views, and ultimately more conversions.

What Does B2B UGC Look Like?

Surprisingly, it’s not that different from consumer UGC.

Here’s the typical UGC framework used by consumer brands:

  • Problem: “I was struggling with focus.”

  • Agitate: “It led to missed deadlines and burnout.”

  • Solution: “Then I discovered [X product]. Six months later, it’s changed my life!”

Now, let’s translate that to a SaaS example:

Imagine you’re Whimsical, a collaboration tool for remote product teams. A UGC video for Whimsical could look like this:

  • Problem: “Our product team was struggling to collaborate on projects.”

  • Agitate: “As a remote company, we were using 10+ tools just to manage one project.”

  • Solution: “Then we found Whimsical. After seeing other product teams rave about it, we gave it a try. Six months in, we can’t imagine working without it!”

How to Create Your First UGC Video

Want to experiment with UGC for your company? Here’s a simple roadmap to get started:

  1. Choose Your Creator:
    Start internally to save time. Your sales or customer success teams are great candidates since they’re closest to your customers.

  2. Identify Common Problems:
    Work with your creator to list 10–15 common customer problems. Narrow it down to 3–5 of the most impactful ones.

  3. Write the Script:
    Use the “Problem, Agitate, Solution” framework for each of the 3–5 problems. Keep it conversational and natural.

  4. Shoot the Video:
    Use a simple iPhone setup. You can overlay a quick screen recording when mentioning your product, but don’t overproduce.

  5. Distribute the Content:
    Share the videos across both organic and paid channels. UGC often performs well organically, especially if it has a humorous or entertaining angle. For paid, A/B test it against your static image ads—you’ll likely be surprised by the results.

Examples of Great B2B UGC

Here are a few examples of B2B companies nailing the UGC style:

Closing Thought

It’s unthinkable for a consumer brand to be not using UGC in 2024… but I think come 12-18 months from now, it’ll also be unthinkable for a B2B brand to not be using UGC.