Everyone talks about how to get your first UGC job. No one talks about what to do when you get it.
The pitch worked. The brand said yes. You’re buzzing. And then… the brief hits your inbox.
You open it, expecting clarity. Instead, you’re met with three bullet points and a vague ‘can’t wait to see what you come up with!’ This is where most new creators panic. But not you.
Because creating UGC content isn’t just about being good on camera — it’s about being able to interpret the unspoken parts of the brief, manage the project, and deliver content that feels organic and drives results.
How to make UGC content
Creating UGC that performs is like making a smoothie: everything you add needs to blend together — the brief, the idea, the script, the shots, the edits. And if one ingredient is off, everyone can taste it.
This guide is your recipe. We’re going from the first email to the final cut — and every messy step in between.
1. UNDERSTAND THE BRIEF
Let’s be honest: not all briefs are created equal. Some are beautifully structured, with moodboards and inspo links. Others? A DM that says, ‘Just have fun with it!‘ if you’re lucky.
Here’s the trick: create your own:
Think like a strategist:
- What’s the brand actually trying to do with this video? Is it to drive clicks? Build trust? Make people laugh so they stop scrolling?
- Where is the content going? TikTok? Ads? Instagram Reels? You wouldn’t wear the same outfit to a beach and a boardroom — your content shouldn’t either.
- Is there a timeline? Not just your deadline — but their deadline. Are you part of a campaign? A launch? A sale window?
🧠 Pro tip: If the brief is vague, write your own. Do a 5-minute audit of the brand’s socials. Watch a few recent ads. What tone do they lean into? What’s missing from their content? Fill that gap.
Once you’ve interpreted the brief, repeat it back to the client in writing. This tiny step avoids huge headaches later — and makes you look like a total pro.
If you’re not sure how to manage this part, our UGC workflow guide breaks it down step-by-step.
2. Write a Script That Sells (Without Sounding Scripted)
If you’ve ever thought, ‘I’m better when I wing it,‘ I’m calling you out: you’re not. You’re just skipping the part that makes the content effective.
Good UGC scripts don’t sound scripted, but they’re definitely structured.
Think of it like comedy. A great stand-up set sounds like a casual story. But every word is chosen, every beat is timed, and the payoff is planned.
Your UGC script should do the same:
- Start with a hook: A question, a hot take, a weird fact — anything to earn the next 3 seconds.
- Set up the problem: Be specific. No one relates to “struggling with skincare.” They relate to “why is my face oily and flaky at the same time?”
- Introducing the solution: Enter product.
- Add proof: A quick demo, your own before/after, or something a brand hasn’t said but a consumer would.
- Close with a call to action: What do you want the viewer to do next? Click? Comment? Order?
And this works for DTC, SaaS, hair gummies, skincare serums, dog beds, you name it.
🎬 Not sure which format to use? Talking head, vlog, VO — doesn’t matter. The structure is what sells, not the style. Not sure what video style suits your idea? Reference our 7 UGC video types every creator should master for inspiration.
3. Prepare to Film (Before You Hit Record)
Rushing into filming is a guaranteed way to waste time. Before you press record, make sure you’ve ticked off everything in our Pre-Film UGC Checklist.
Your prep should include:
- Shot list: Based on your script
- Props and product: Clean and camera-ready
- Outfits: Simple and brand-appropriate
- Location: Natural lighting, quiet, on-theme
- Visual interest: Plan angle changes, product close-ups, and scroll-stopping moments
It’s also worth filming your hook 2–3 different ways. Multiple takes will make your edits faster and more flexible later on.
4. Filming UGC That Feels Real
Here’s the irony: the most natural-looking UGC is usually the most intentional.
Yes, you’re supposed to sound like you’re an organic customer, but you’re also watching your framing, managing lighting, checking your mic, remembering your CTA, and not letting the neighbour’s dog ruin take #12. This is the part where people start sweating. Don’t. You’ve got this.
Here’s what high-performing UGC has in common:
- Framing: Keep your head centered with a little room above. Film vertical (9:16).
- Lighting: Face a window or use a soft ring light. Avoid overheads.
- Audio: Speak clearly and loudly. Use a mic if you can.
- Delivery: Talk like you would to a friend. Keep your tone natural and energetic. Depending on the client, consider varying your takes. Do one super peppy, one chill, and one slightly unhinged. Brands love options, and you’ll be surprised what works.
- Pacing: Don’t drag. Change angles every 2–3 seconds if possible.
Even the best creators do multiple takes. Get your core clips done first, then freestyle a few fun variations.
5. Edit for Scroll-Stopping Clarity
Editing is where good content becomes great — or, if you’re not careful, where great content becomes a confusing mess.
You don’t need Adobe Premiere or a full post-production suite. CapCut, InShot, VN — those are your best friends Here’s how to keep your edits scroll-proof and client-ready:
- Trim the fluff. Get brutal. Cut the ums, the pauses, the “wait what was I saying?” moments. Your future self (and the viewer) will thank you.
- Subtle background music. Don’t compete with your own voice.
- Speed it up. Try 1.1x–1.2x if your delivery feels slow.
- Use clean captions. CapCut’s “Classic” font is usually a safe bet unless the brand has a custom style.
- Loop the last two seconds into the start. TikTok favours content that encourages watch time and seamless loops encourage replays.
Editing isn’t about flair. It’s about flow. Keep it clean, clear, and focused on the message.
6. Deliver Like a Pro
You’re not just sending over a video. You’re handing someone a final product. And the smoother you make this handover, the more likely they are to work with you again (and again… and again).
Here’s how to package your work like a pro:
- 🎞️ Export in 1080p, vertical, MP4 unless otherwise stated
- 🗂️ Use clean file names: brand-name-video1-hookA.mp4 (not IMG_03492-final-final-2.mp4 😬)
- 📁 Organise everything in a neat Google Drive folder (subfolders if there’s raw footage)
- 🧾 Include a short message like: “Hey! Here’s your final content — I’ve included two hook options, clean captions, and one alt crop for ads. Let me know if you need anything tweaked!”
This shows the client you care about more than just delivering content. You’re delivering value. And that sticks.
🧠 Bonus points if you include a quick content breakdown: This hook taps into X trend, or This version is optimized for retention with quick pacing + early CTA.
7. Create Systems to Make This Repeatable
The creators who burn out the fastest are the ones doing everything manually.
Scripting from scratch every time. Searching through old folders. Sending the same email 40 different ways. Forgetting when edits are due. It’s chaos — and it kills momentum.
If you want to scale, you need to systemise.
Here’s how:
- Save your best-performing hooks, scripts, and transitions in a swipe file (Notion, Google Docs, anywhere searchable)
- Make a client folder template: inside you’ll have briefs, raw files, edits, final deliverables — every time
- Use a delivery checklist so nothing slips through the cracks
- Track deadlines and edits in a simple Google Sheet, Notion, or Trello board (whatever you’ll actually use)
- Have reusable email templates for pitching, responding to briefs, confirming deliverables, and post-delivery follow-ups
Think of this like building your own little agency — even if it’s just you right now. The easier you make it to do the work, the more energy you’ll have to land the work.
💭 Final thoughts
Creating UGC that stands out and performs isn’t about guessing. It’s about understanding how each step—from interpreting the brief to scripting, filming, editing and delivery—works together.
When you treat your creative process with intention, you create better work in less time, with less stress. That’s the secret to landing more jobs, scaling your business, and delivering content that keeps clients coming back.
You don’t need to overthink it. You just need to start where you are, work with what you have, and keep building your process with every project.
🧘🏼♀️TL;DR
🤔 Know how to read and clarify a brief so you’re aligned before filming
✍️ Script with structure: hook, problem, solution, proof, CTA
🎥 Prep your shots and props in advance to streamline filming
✏️ Edit for clarity: trim ruthlessly, caption smartly, and add pacing
📁 Deliver content in an organised way, with clear file naming and alt versions
⚖️ Build workflows and save your systems to scale faster
