Twirl Blog: The Rise of Family UGC Creators

If you haven’t explored family UGC yet, March might just be the perfect time to try it out!

This trend is gaining momentum, and for good reason. Family UGC is all about embracing into those real, relatable moments that connect with your audience on a much deeper level. It’s personal, it’s emotional, and it resonates with almost everyone.

When you bring families into the content, you’re adding authenticity - showing your products being used by real people in their everyday lives. It’s a brilliant way to make your brand feel more human.

Why Is Family UGC a Big Deal Right Now?

Family content is already everywhere. Parents share snaps of their kids on Instagram. TikTok is full of mums and dads showing their everyday lives. And guess what? It’s relatable. The same goes for marketing. When your brand taps into the family dynamic, it feels genuine and human—and that’s what people want. We all want to feel like brands are talking to us, not just at us. Family UGC allows brands to do just that.

You’re also reaching a broader audience. Instead of just speaking to one demographic, you’re appealing to a whole family unit: parents, children, even grandparents. That’s a lot of potential customers. So, if you’re not thinking about family UGC, now might be the time to reconsider.

How to Make Family UGC Feel Natural

Creating authentic family UGC isn’t as complicated as it seems, but there are a few things to keep in mind to make it feel, well, natural. We asked our Creative Strategist at Twirl, Rachel, who shared some valuable tips:

1. Work with Creators Who Have Family Members Ready to Feature

One of the easiest ways to get family-focused content is to work with creators who can bring their own families into the mix.

For example, young creators can feature their parents or grandparents, giving a fresh perspective on family moments. Or, consider older creators who can highlight their teenage kids—this creates a more dynamic and modern family vibe.

You can also target male creators to speak directly to fathers or husbands, showcasing them gifting your products to their wives. This not only opens up a wider range of family dynamics but also connects your brand with both genders in a relatable way.

How to Find the Right Creators: On Twirl’s platform, you can use the “questions” feature to ask creators who they can feature in their videos - whether that’s their children, parents, or spouses. This ensures you’re getting the family vibe you want!

2. Use B-Roll to Set the Scene

Don’t have a creator with a big family? No problem! You can still create family friendly content by using existing b-roll footage.

A quick visual hook of a mum and daughter cooking together or a dad playing with his kids can set the tone for your content, even if the rest of the video focuses on the product.

Pro Tip: Creators likely already have footage like this stored on their phones. Using existing clips can save time while still keeping things authentic. Plus, it makes for the perfect way to add warmth and connection to your content.

3. Get Creative with Long-Distance Gifting

Family UGC doesn’t mean they have to be in the same room. When family members live far away, you can still capture those emotional reactions by having the creator and their loved ones interact remotely.

Send the product to both the creator and their family member (maybe a parent or spouse), and have the family member unbox the product during a FaceTime call. The creator can screen record the call to capture their genuine reaction.

The excitement of receiving a surprise from a loved one, even from miles away, adds that personal touch. Plus, it’s a great way to show how your product can be a meaningful gift for anyone, anywhere.

Family UGC + Mother’s Day = Perfect Combo

Speaking of Mother’s Day, this is the moment to jump on the family UGC trend. It’s one of the most gift-driven holidays of the year, making it the perfect opportunity to show how your products can fit into family life.

Need Help Bringing Your Family UGC Vision to Life?

If you’re thinking family UGC might be a good fit for your brand (and we think it is!), don’t hesitate to reach out. We’re here to help you find the perfect creators who can bring those genuine family moments to your campaigns.

So, what are you waiting for? Mother's Day is coming up fast — especially in the UK! 💐✨

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