How Tech Brands Can Repurpose UGC Across the Entire Marketing Funnel
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You’ve probably seen a lot of brands posting videos for their tech products, and services from various creators. These are usually UGC videos.
They have become one of the most flexible and valuable content assets a company can invest in. One of the most common patterns I see is this. A brand hires creators to make a few UGC videos, posts them once on social media, maybe boosts one as an ad, and then moves on to the next campaign.
The brands seeing the strongest results approach this very differently. They treat Tech UGC as a long-term asset and intentionally repurpose it across platforms, formats, and stages of the marketing funnel.
In this post, I share how tech brands can do exactly that and why it makes such a difference to visibility, trust, and conversions.
A Quick Reminder About Tech UGC
Tech UGC is content created by people who understand how to communicate about tech tools clearly and naturally. It is not about flashy edits or scripted ad reads. It is about making tech feel easier to understand and easier to trust.
This type of content often includes:
• Short form videos (usually vertical) that introduce a problem and solution in seconds
• Voiceovers that explain features without sounding too technical or overwhelming
• Screen recordings where you give real context and dive deep into a specific feature
• Problem and solution demos that focus on outcomes
• Casual “here’s how I use this” style walkthroughs
What makes Tech UGC strategy effective is not the format itself, but the content being delivered. It feels approachable. It feels realistic. And it helps people understand how something fits into their own workflow.
This matters even more for SaaS and tech products that come with a learning curve. Somewhere along the way, I feel like many brands started focusing more on quick virality and placed substantial content that helps with product adoption on the back burner.
If you’re reading this, it’s likely because you also want to change that.
Why You Should Repurpose Your Tech UGC Content
I know that short videos tend to be the most popular format for tech UGC, but let’s not forget that UGC isn’t anything new and comes in many formats. Creating good UGC takes time, planning, and a budget. When content is only used once, brands leave a lot of value on the table.
Repurposing Tech UGC lets a single video (or blog post or use case) support multiple goals, rather than just one post.
When used intentionally, UGC can support:
Brand awareness by helping new audiences discover your product
Product education by explaining what the tool does by using simple language understood by those who may not yet know they need your solution.
Lead nurturing by building familiarity over time
Sales conversations by reinforcing trust and clarity
Customer retention by supporting onboarding and product adoption
Instead of constantly starting from scratch, you are building something that compounds over time. Each piece of content works harder and lasts longer.
Top of Funnel Use of Tech UGC
If you’re already in the marketing world, you likely know that at the top of the funnel, the goal is not to explain everything. The goal is to be recognizable and relatable. You become relatable by making your community nod their heads because they feel seen or heard.
This is where short-form UGC performs especially well.
Tech brands often use awareness-focused UGC on:
• TikTok and Instagram Reels
• YouTube Shorts
• Pinterest video pins
• Paid social ads
At this stage, effective UGC focuses less on features and more on the problem the viewer already recognizes.
Instead of leading with what the product does, it helps to lead with what the audience is experiencing.
For example, rather than explaining a project management tool right away, the content might highlight the frustration of missed deadlines, scattered communication, or the frustration of using complicated tools.
When the hook feels relatable, people are more likely to stop scrolling and pay attention.
Educating and Building Trust (Middle of The Funnel)
Once someone knows your brand exists, their next question is usually simple. Will this actually work for me? Is this the product I need? Do I align with this brand?
This is where Tech UGC shifts from “let’s grab attention” to educational.
UGC can be repurposed into:
• Longer short-form videos that explain how features work. This is simple: you just need to expand on a topic and work with a creator to create a recurring series.
• Voiceover tutorials that walk through workflows, features, tutorials, etc.
• Video testimonials and other client experiences.
• Website sections that explain the product visually. Embedding a video in a use case helps serve different learning styles.
• Email sequences that support lead nurturing.
At this stage, UGC works well because it feels like guidance instead of persuasion. It answers questions without forcing a sale.
Many tech brands now embed UGC directly on landing pages because it helps visitors understand the product faster and with less friction. You can do the same with your evergreen content on your website. Embed relevant videos and pair them with use cases, blogs, and more.
This is especially helpful for SaaS tools, AI tools, and apps where clarity is often the deciding factor.
Supporting Conversions With Bottom The of Funnel
At the bottom of the funnel, people are close to deciding. What they need most is reassurance; it’s your last opportunity to remove any objections.
This is where Tech UGC can directly support conversions.
UGC can be repurposed into:
• Sales page videos that explain value clearly
• Retargeting ads for warm audiences
• Follow-up emails after demos or trials
• App store visuals and previews
Creators can naturally address common objections in these videos without making them feel forced.
This might include concerns around ease of use, setup time, integrations, or learning curves.
Hearing these points explained calmly and confidently by a real person often removes hesitation faster than written copy alone.
Post Purchase & Using Tech UGC for Retention and Onboarding
Most brands stop using UGC once someone converts. This is one of the biggest missed opportunities.
Tech UGC can continue to add value and benefit brands after the sale by supporting users as they get started. Whether you are thinking about UGC or any other type of content, there is so much we can do to support product adoption and retention efforts. Whether your brand is exploring tech UGC or not, this is something you should be thinking about.
Think about working with creators for:
• Onboarding email sequences
• In-app tutorials and feature highlights
• Product update announcements
• Help center or support content
Short videos that explain how to get quick wins with a product can reduce overwhelm and help users feel confident sooner. This not only improves retention, but it also reinforces the idea that your brand understands real users and real workflows.
This is also where leveraging UGC in different content formats is great because everyone in your community learns differently. Not everyone wants video, and not everyone wants to read a use case.
Working With Creators to Repurpose
If you want content that can be reused across platforms, the brief matters just as much as the creator. Creators usually have set rates for specific deliverables, such as ad usage rights and/or how long a brand can use their content for.
You’ll want to be transparent about the fact that you may want to use their content on an ongoing basis and repurpose it in order to get a proper quote and to build a lasting positive relationship with the creators.
Strong Tech UGC briefs usually include:
• Clear goals for what each video should support
• Guidance on which stage of the funnel the content is for
• Talking points instead of rigid scripts
• Flexibility to create multiple variations
• Clear usage rights and expectations
When creators understand how the content will be used, they can film with repurposing in mind.
Small details, like leaving space for hooks or endings, make it much easier to adapt content later.
Why Tech UGC Works So Well for SaaS and App Brands
Tech products often require more explanation before someone feels confident enough to try them. Unlike physical products, people can’t touch or test software in the same way, so hesitation is common, especially if the tool feels complex or unfamiliar.
UGC helps bridge that gap by:
• Humanizing complex tools so they feel less intimidating and more approachable. Seeing a real person use the product helps viewers imagine themselves doing the same.
• Showing real-world usage instead of polished, ideal scenarios. This makes it easier for potential users to understand how the product fits into their actual day-to-day workflow.
• Reducing skepticism by answering unspoken questions in a natural way. When a creator walks through features casually, it often addresses concerns before they’re even voiced.
• Building trust faster because the message feels more like a recommendation than a sales pitch. People tend to trust people who sound like them.
This is why so many SaaS and AI companies now rely on UGC alongside traditional marketing instead of replacing one with the other. UGC supports the polished assets by adding relatability and clarity.
When someone sees a creator confidently using and explaining a product, it shortens the decision-making process. The viewer isn’t just learning what the tool does, they’re learning how it could work for them.
Need Help With Tech UGC?
The real value of Tech UGC is not just in creating content. It is in how that content is used. Brands that think beyond a single post and intentionally repurpose UGC across the funnel tend to see stronger results, clearer messaging, and better long-term ROI.
If you are already investing in Tech UGC, the next step is making sure each piece supports more than one goal. Cue the good news... this is where I come in. With my combined experience in customer success, training, and marketing, I know how to create content that helps your community at various stages of the journey.
Whether you’re looking for UGC content for your ads or a video series to use on an ongoing basis to help with product adoption, you’re in the right place. I make it easy for brands to create all-in-one pricing that gives you ongoing usage rights.
Frequently Asked Questions About Repurposing Tech UGC
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Repurposing Tech UGC means taking one piece of content and using it in multiple ways instead of posting it once and moving on. For example, a single UGC video can be used on social media, embedded on a landing page, included in email sequences, or reused for onboarding and retention content. The goal is to extend the lifespan and impact of each asset. It’s not a copy & paste approach, more like using something that was created, giving it more life, and transforming it into new formats.
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Creating UGC takes time, requires coordination with creators, and involves a budget. When content is only used once, brands miss out on its full value. This is not specific to UGC, but overall in all marketing efforts. Repurposing allows tech brands to get more visibility, stronger messaging, and better ROI from the same piece of content while keeping messaging consistent across the funnel.
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Tech UGC can support multiple stages of the funnel. At the top, it helps with awareness and relatability. In the middle, it educates users and builds trust. At the bottom, it supports conversions by addressing objections. After purchase, it can be used for onboarding, feature education, and retention.
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No. Social media is a great place to start but Tech UGC is just as valuable on websites, landing pages, email campaigns, onboarding flows, help centers, and app stores. In addition to placement, it’s also useful in various formats. Many brands see strong results when UGC supports education and product adoption, not just promotion.
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When done intentionally, it actually improves consistency. Repurposing allows brands to reinforce the same message across multiple touchpoints. This is really useful for UGC content that you’d want to use for product adoption as well. Clear briefs and brand guidelines help ensure that UGC aligns with your tone, values, and visual style.