The shape of a UGC ad
UGC does not work because it looks casual.
It works because of the order the sentences arrive in.
Open as a person, not a brand
The first line is somebody talking, not a company announcing.
I bought this. I was wrong about this. Nobody told me this.
TipRead your first line out loud. If you would not say it, rewrite it.
Name the problem before the product
One sentence on the annoyance.
Specific beats relatable. The exact irritation, not the category.
Turn once, in the middle
Then this. One turn, one moment where it changes.
Two turns and the clip becomes a list, and lists do not convert.
Show the proof, do not describe it
Hold it up. Use it. Point the camera at the result.
A claim in words is an ad. The same claim on screen is evidence.
TipThe proof shot is the one worth reshooting. The rest can be rough.
Ask plainly, once
One line at the end. No urgency you have not earned.
Say what to do and stop talking.
Then change one sentence and make it again
Same shape, new opening line.
The hook is what changes performance. Everything under it can stay.
TipFive clips that differ only in the first line will teach you more than five different ideas.
Write the shape once. After that you are only writing first lines.
That is the part worth your afternoon.