The brand paid for a video, published it once, then let it disappear into the feed. That is the most common waste in the category, and fixing it costs nothing: you simply put the existing content where the purchase is actually decided.
The five places to put it back
The product page
A hesitating buyer watches a usage video before confirming the basket. It is the placement with the strongest measurable effect.
The homepage and category pages
Human proof in the middle of studio photography changes perception in a second.
Emails
Welcome sequence, abandoned basket, post purchase follow up. An animated image or a clickable still is enough, because not every email client plays video.
Customer service
A library of video answers by common question reduces the number of tickets and the handling time.
Point of sale and trade fairs
Screen, kiosk, tablet, digital catalogue.
What that requires technically
Formats prepared at delivery: vertical, square, horizontal, with and without voice, with burned in subtitles. Ask for them at briefing time, not six months later.
Correctly named files stored in one place, otherwise nobody will find them.
And reasonable compression for the website, because a heavy video on a product page degrades page speed and cancels the benefit.
The contractual point
Most UGC contracts cover social media only. Website, email, marketplace listing and point of sale are distinct uses and must be written down, with duration and territory.
Typical cost: far less than a new production, and negotiated once if you think of it in the first contract.
Where to go next
The cheapest content is the content you have already paid for. Our complete UGC guide for brands covers briefing, usage rights and process.
