The consumer video is part of "User Generated Content" and is a key element of a below-the-line marketing campaign within the social media segment. It allows for direct customer engagement and is intended to present the consumer’s perspective on a service or product. A good example of a consumer video is a product review or product demonstration. These videos often show the product’s use in everyday life and provide honest opinions and feedback from the consumer's point of view. Typical platforms for publishing these videos include YouTube, Instagram, or blogs, as well as product landing pages of the respective companies. The consumer video can be commissioned as paid content or generated through other incentives.

A potential win-win scenario:

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

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