The consumer video is part of "User-generated content" and is part of the repertoire of a below-the-line marketing campaign in the social media segment. It enables a direct customer approach and is intended to represent an end consumer's view of a service or product. A good example of a consumer video is a product -Review or a product demonstration. The videos often show the use of a product in everyday life and offer honest opinions and feedback from the perspective of an end user. Typical platforms used for publication are YouTube, Instagram or blogs or even product landing pages of the respective companies Companies: Consumer video can be commissioned as paid content or generated through other incentives.

A possible win-win scenario:

A model creates a fashion presentation and publishes it on her Instagram account. In return, the fashion company publishes the video on its website or as a repost on its Instagram account.

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