Natalia Lavrenenko, UGC manager/Marketing manager, Rathly

This interview is with Natalia Lavrenenko, UGC manager/Marketing manager at Rathly Marketing.

Natalia Lavrenenko, UGC manager/Marketing manager, Rathly

Can you introduce yourself and share your expertise in user-generated content (UGC)? What makes you passionate about this field?

My name's Natalia Lavrenenko. I'm a UGC manager at Rathly in Orlando and a mom of two girls who love jumping into my shoots. Before this, I worked with Amazon brands creating scroll-stopping content, and I spent almost seven years as a makeup artist. That's where I learned how to style, light, and direct shoots to bring out natural emotion.

UGC works because it feels human. People trust faces, not logos. I like turning a brand message into something that looks like a real moment. Not perfect, but honest. It's fun, it performs, and it's never the same twice. When a video I direct gets shared or hits thousands of views—it means it connected. That's the part I love most.

How did you first get involved with UGC, and what key experiences shaped your career in this area?

Started on Amazon. I was already creating product demos and review-style videos as a part-time content creator. One day, a small skincare brand sent me samples and said, "Film what feels natural." That was my first UGC brief—no script, no pressure. The video outperformed their in-house ad, and they asked for five more the next week.

After that, I leaned in. I took courses, tested different hooks, and learned what converts. I noticed my makeup background helped me frame better shots and guide talent—even if the talent was me or my kids. Now, I lead a UGC team at Rathly. We pair brands with creators who actually care about what they're filming. That real connection shows on camera—and it sells.

You've mentioned the power of UGC videos in eCommerce. Can you share a specific campaign where UGC videos significantly boosted engagement and sales? What made it so effective?

We had a baby brand that sent us a teether and sippy cup. I created short videos with my youngest, Mariia. She grabbed the cup, tried to drink, dropped it, smiled. No fancy editing, just a raw, cute moment. We added a quick voice-over with benefits: BPA-free, easy to clean, toddler-approved. Posted it on TikTok and Amazon listings.

That one video hit 90K views. CTR on the product page doubled, and the brand saw a 35% bump in weekly orders. It worked because it looked real—not staged, not salesy. Parents saw a kid actually using the product. When UGC feels like everyday life, it stops the scroll and builds instant trust.

In your experience, how do you identify and collaborate with the right creators to produce authentic UGC that resonates with a brand's target audience?

I look for creators who already live the product. If it's a fitness tracker, I want someone who's posting workouts—not someone who'll fake it. I scroll through their recent videos, read comments, and check if they can speak to the audience without sounding like an ad. Followers don't matter if the vibe's wrong.

We build briefs that give room to breathe. No stiff scripts—just direction. "Show how your toddler uses it during snack time." When creators feel like part of the story, they film differently. It's not about hitting perfect lighting. It's about showing how the product fits into their day. That's what gets people watching and buying.

You've talked about the importance of consistency in UGC. How do you help brands maintain a steady stream of fresh, engaging user-generated content without compromising quality?

Batching is everything. We plan monthly content days with clear themes—unboxings, demos, reactions, FAQs. I assign each creator 2–3 short pieces per session, so we always have options. It's way easier than scrambling for content last-minute. I also rotate creators often so the brand doesn't feel stale.

Quality stays high because we give simple shot lists and examples that match the brand tone. But we never kill the creator's style. I'll give feedback like "tighten the intro" or "use better natural light," but I won't ask them to sound like a robot. People want real. We keep it structured, but flexible—that balance works.

Can you walk us through your process of repurposing UGC across different platforms? How do you adapt content for TikTok versus Instagram or Amazon product pages?

In TikTok, the first three seconds matter. We use bold openers, quick cuts, and trending sounds. I keep it raw and vertical, like you'd film with your phone. Instagram Reels can reuse that same footage, but I tweak captions, add hashtags, and sometimes trim the clip shorter to match swipe behavior.

For Amazon, it's different. No music, no slang, no fluff. Clean edits, good lighting, clear voiceover. I use product close-ups, benefits, and callouts like "fits in diaper bags" or "dishwasher-safe." It's about clarity and trust, not trends. One shoot gives me three versions if I plan right. That's how I stretch content across platforms without losing quality.

You've mentioned that UGC can dramatically lower customer acquisition costs. Can you provide an example where UGC outperformed traditional advertising in terms of ROI?

I ran side-by-side tests for a sunscreen brand. One ad was polished, shot in a studio, had a model applying product with a perfect beach backdrop. The other was UGC—creator filming herself talking about how she uses it before school drop-off. Messy bun, minivan in the background, honest review in under 30 seconds.

The UGC ad had a 40% higher CTR and cut cost-per-click by almost half. ROI was better because it looked like real life. People trusted it. They watched longer, clicked faster, and converted more. Brands spend thousands on studio shoots, but sometimes one authentic clip from a mom in her driveway sells way more.

How do you measure the success of a UGC campaign beyond just views and engagement? What metrics do you find most valuable for demonstrating UGC's impact on a brand's bottom line?

Views are cool, but I care more about saves, shares, and click-through rates. If people save a video, it means they plan to come back. If they share it, it means they see value. That tells me the content hit a nerve, not just scrolled past. I also track how traffic from UGC performs on-site—bounce rate, time on page, adds to cart.

We've had campaigns where a UGC video didn't go viral, but the product page saw a lift in conversions once we added that same video. That's proof. UGC isn't always about reach—it's about influence. If it helps someone decide to buy, it worked. That's the number that matters.

Looking ahead, how do you see UGC evolving in the next few years? What emerging trends or technologies do you think will shape the future of user-generated content?

Short-form's not going anywhere, but it's getting more niche. We'll see creators filming hyper-specific use cases—like how a serum fits into a 3-step routine for oily skin, not "best skincare ever." Brands that win will be the ones letting creators get super real and personal. Less polish, more context.

AI might help with editing, captions, and repurposing, but not with storytelling. People can tell when it's fake. The best UGC will still come from creators who actually use the product. I also see more brands building their own creator networks—smaller, consistent crews who know the product well. That's where trust builds and content stays fresh.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

Yeah—don't overthink it. The best UGC usually comes from real users doing normal stuff. You don't need perfect lighting or a huge following. You need honesty, a good angle, and a product that actually solves a problem. If it fits into someone's life, they'll talk about it—and that's where the magic happens.