One of the biggest mistakes UGC creators make is hitting record before they’re truly ready.
And no, this isn’t about your on-camera skills — it’s about your pre-shoot process.
Before you even set up your tripod, you should have completed brand research, scripting, shot planning, and approval from your client. Creativity only works when the foundations are solid. If you don’t have a plan, you’re just winging it — and that’s how you end up reshooting over and over again.
So, before you get in front of the camera, here’s your pre-set checklist to ensure you’re filming with strategy, not guesswork.
The pre-film checklist
STEP 1: UNDERSTANDING THE BRAND AND BRIEF
Not all brands will provide a detailed brief, but that doesn’t mean you can skip this step.
If you aren’t given one, it’s on you to reverse-engineer the brand’s expectations. Here’s how you’re going to go about that:
Understanding these elements will help you nail the messaging, tone, and visual style of your UGC. Without this, you’re making life harder for yourself.
STEP 2: SCRIPTING
Even if your content is casual, a solid script ensures your messaging is clear, concise, and compelling.
Nine times out of ten, you’ll be creating your UGC script using the direct response formula. This ensures a structured, conversion-focused approach.
- Hook: Grab attention in the first 3 seconds.
- Problem: Introduce a relatable struggle.
- Solution: Present the product as the fix.
- Benefits: Highlight why this product is better than alternatives.
- Social Proof: Reinforce credibility.
- Call to Action: Direct the viewer to take action.
Once your script is done, you’re going to go ahead and match it to a shot list. Planning your visuals in advance ensures smooth filming and helps you capture all necessary clips in one session.
STEP 3: MASTERING YOUR SHOT LIST
The right angles make your footage more engaging and professional.
Here are key angles every UGC creator should not only be aware of, but be factoring into all of your work:
Essential angles:
✅ Framing Shot: Establishes context—shows the environment and product in its setting.
✅ Detail Shot: Creates intrigue—focuses on textures, packaging, or small product elements.
✅ Medium Shot: Shows action—captures the product in use or part of a routine.
✅ Macro Shot: Intense close-ups—emphasizes fine details like texture, color, or ingredients.
✅ POV Shot: First-person perspective—creates a more immersive, “this-could-be-you” experience.
With those angles in mind, you’re then going to want to hit a variety of shots. For each, you can use more than one of the angles to keep your content dynamic and engaging. It’s this variation and ability to change your clips that keeps viewers watching your content.
🎥 Shots to Include:
- Unboxing – First impression footage.
- Product Close-Ups – High-detail shots.
- Feature Highlights – Showcasing unique elements.
- Product in Use – Demonstrate effectiveness.
- Lifestyle Clips – Show the product in a real-life setting.
- Speaking to Camera – Direct connection with viewers.
- Website Recording – If applicable, showcase how to order or highlight features.
STEP 4: LET’S PULL IT TOGETHER
Let’s take an overnight hydration mask as an example product. Here’s how we would then align shots to script:
| SCRIPT SECTION | SHOT TYPE | EXAMPLE |
|---|---|---|
| Hook | POV Shot | Hands applying the mask with text overlay: “This mask saved my dry skin overnight.” |
| Problem | Framing Shot | User looking at their dry, irritated skin in the mirror. |
| Solution | Medium Shot | User applying the mask, showing texture and smooth application. |
| Benefits | Macro Shot | Close-up of ingredients like hyaluronic acid and its rich texture. |
| Social Proof | Detail Shot | Overlay of a 5-star review with a TikTok green screen effect. |
| Call to Action | Framing Shot | User waking up, touching their glowing skin, with text overlay: “Try it now with 20% off.” |
STEP 5: CHOOSING YOUR LOCATION
Lighting can make or break your UGC content. If your home isn’t ‘influencer aesthetic,’ don’t stress. The best-performing UGC looks real and relatable.
🏠 Finding a filming space:
- Use photo backdrops or a designated content corner for a clean background.
- Props can elevate the shot, but don’t overdo it – keep it natural.
- Natural light is best, but the UK isn’t great for sun… on those darker days a softbox or ring light helps maintain consistency.
💡 Relatability Sells: Most people don’t live in Pinterest-perfect homes. Your space is more relatable—and that’s what makes UGC so effective.
STEP 6: OPTIMIZING YOUR PHONE SETTINGS
Before pressing record, make sure your camera settings are optimized for high-quality footage.
You should always be using your back camera as it’s higher quality than the front-facing. The only exception to this rule is if you’re speaking to the camera and using a teleprompter app (CapCut has a built-in one), the front camera may be more practical.
STEP 6: BEFORE YOU START
With our script, shot list and angles hashed out we’re just about ready to go — if not for a few final considerations.
We’ve worked with hundreds if not thousands of creators on the other side of a project, meaning we have first hand experience of the common revision requests from brands. While most can be avoided by following an approved script template and a comprehensive shot list, these are a few of the other common pitfalls to avoid:
- Branded clothing: Brands have personality, they can evoke visceral reactions, and that is something we want to avoid when creating content for another brand entirely. Where possible, avoid heavily branded clothing and keep logos out of shot. Better safe than sorry.
- Bright clothing: This won’t be the case for every brand but when in doubt, go neutral. Keep it as easy as possible for future you to place captions or text.
- Chipped nails: There is nothing worse than getting to editing and realising you forgot to fix up the toe polish you’ve had on since last September. For some brands, this isn’t a problem, but for others it will be.
💭 Final thoughts
UGC that performs well isn’t rushed or random—it’s planned and strategic. When you take the time to research, script, and prepare, you create content that’s more polished, more effective, and honestly, more valuable to brands.
More than that, it’s less of a headache for you.
So before you hit record, take an hour and go through the prep list.
Not only will your videos look better, but you’ll spend less time reshooting and more time landing paid UGC deals.
📋 TL;DR
✅ Research the Brand & Audience – Understand their voice, goals, and customers.
✅ Write a Script – Use the Direct Response Formula for clarity and impact.
✅ Plan Your Shots – Align them with the script for smooth filming.
✅ Optimize Camera Settings – 4K, 30FPS, grid on, HDR off.
✅ Set Up a Good Filming Space – Relatable > Perfection.
✅ Capture Multiple Angles – Variety makes editing easier and content more engaging.
✅ Follow a Shot List – Know exactly what footage you need before filming.
