If you're putting together a UGC brief for your brand, there's one question that rarely gets asked out loud but changes everything: should the creator appear on camera? The answer depends on your product, your budget and the goal of the video. Here's how to get it right.
What a face on camera really changes
Face-cam content builds trust almost instantly: you see a real person react, speak, recommend. That's why this format tends to convert better once placed in paid ads — audiences find it easier to project their own experience onto a recognisable person.
No-face content (hands, unboxing, product shots, voiceover) relies on something else: clarity of movement, quality of staging, and it often showcases the product itself better, without a face "stealing" attention from the thing you're actually trying to sell.
When to go with no-face
- The product is the visual hero (jewellery, textured cosmetics, gadgets, polished packaging)
- You need a steady volume of content, quickly and at lower cost
- Your audience responds well to "ASMR" or demo-style formats (beauty, food, tech)
- You're testing a new market or product and want to iterate fast
When to go with face-cam
- The product needs an explanation, a usage demo, or a before/after
- You're running high-budget paid ads, where every conversion point counts
- Your brand leans on closeness and authenticity as its main selling point
- You want to build an ongoing partnership with a recognisable creator
The smartest move: test both
In practice, the brands that get the best results don't commit to one side permanently. They test a no-face format to quickly validate an angle or message, then invest in a scripted face-cam version once that angle is confirmed — to push it in paid ads with a bigger budget behind it.
Since a no-face test costs less, it's often the most sensible entry point before committing to a bigger, more scripted production budget.
What to specify in your brief, whichever format you choose
- The usage rights you need (organic only, or paid ad distribution)
- Your expected delivery timeline
- The tone: demonstrative, humorous, sincere, expert...
- An example video you like, even from another brand