Selling an intangible product on video is the hardest problem in UGC. An app, a financial service or a platform has no texture and no smell. And yet it is the best paying category in France, precisely for that reason.

What actually converts

The problem before the solution

Fifteen seconds showing the concrete frustration the product removes. Without that, the demo means nothing.

Screen recording with voice over it

Raw, no effects, with a real finger navigating. The most profitable format in the category.

The moment of relief

The person's face when they solve in two taps what used to take half an hour.

The sceptic's testimonial

"I did not trust putting my money in there." In fintech, starting from distrust is what disarms it.

The concrete, numerical case

Not "it saves me time", but "I went from two hours a week to twenty minutes".

The framework to respect

Two points to handle in the brief.

First, disclosure: the commercial nature of the video must be identifiable, and it is the creator who carries it on screen.

Second, personal data. A screen recording often shows a name, a balance, an address or a number. List precisely what must be masked and require a check before delivery. It is the most concrete risk in the category and the easiest to avoid.

In financial services, add the list of forbidden claims: return promises and wording about the safety of funds are regulated ground.

Which creators to hire

The one who can explain, not the one with the best image. It is the only category where clarity is worth more than charisma.

Look for the real user profile: if your tool is for tradespeople, hire tradespeople. They will mention details no brief anticipated, and those are the ones that convert.

And avoid the overly polished creator. Excess finish makes the product look sponsored before it explains what it does.

How many pieces to buy

More than in other categories. You need to test completely different angles: the problem, the time saved, the security, the price. Six creatives with three hooks each is the minimum.

Where to go next

In tech, clarity is the product. Our complete UGC guide for brands explains the rest of the process.