Creating UGC is easy. Creating UGC that converts? That’s a different story.
If you want your content to drive real results for your clients, you need to master the direct response formula—a proven marketing strategy that’s been successfully applied across digital and traditional media for decades.
Great UGC isn’t just creative; it’s strategic. By leveraging the psychology behind persuasive messaging, you’ll create content that truly resonates and compels action. And when you nail this approach, brands won’t just hire you once—they’ll keep coming back.
Ready to understand the direct response formula? Let’s break it down.
Step 1: Start with a solid creative brief
Before you even think about scripting, you need to understand the brand and its goals. Ideally, you’ll be given a creative brief (but let’s be real, not every brand delivers one). If you don’t have one, do your own research to make sure your video hits the mark.
YOUR DIY RESEARCH CHECKLIST:
✅ Brand Website & Socials: What’s their aesthetic, tone, and messaging? Any key phrases they use often?
✅ Target Audience: Who is this video for? Be specific—imagine one person watching.
✅ Customer Pain Points: What struggles does this product solve? What emotions are tied to those struggles?
✅ Product Benefits & USPs: What makes this product better than its competitors?
✅ Competitor Ads: What’s working for similar brands? Check TikTok’s Top Ads Dashboard under the “Conversions” tab.
✅ Customer Reviews: What are real users saying? Look for common problems before using the product and results after.
Step 2: Find the overlap
A great UGC video feels authentic, not scripted. That means finding a personal connection to the product. Where does your real experience overlap with the brand’s message?
Example: If you’re making a video for an anti-aging skincare brand, and you’re a sleep-deprived mom, your angle could be: “I need a product that makes me look awake even when I feel like a zombie”. This personal connection makes your script more believable and relatable.
Step 3: Structure your script
Your video needs to follow a clear structure to keep viewers hooked and drive conversions.
Use this proven format:
1. HOOK (0-3 seconds) → Stop the Scroll
Your hook is the first thing viewers hear—make it disruptive, relatable, or curiosity-driven.
Examples:
- “You won’t believe what happened when I switched to this moisturizer.” (Curiosity)
- “If you have fine lines and dark circles, you NEED to see this.” (Relatable problem)
- “I was skeptical, but then I tried THIS.” (Creates intrigue)
- “TikTok made me buy this—and I’m never going back.” (Social proof hook)
2. PROBLEM (3-7 seconds) → Identify the Struggle
Show that you understand the audience’s pain points. The four biggest categories of problems:
- Productivity (e.g., “I don’t have time for a 10-step skincare routine.”)
- Financial (e.g., “I don’t want to waste money on products that don’t work.”)
- Process (e.g., “Most serums take weeks to show results.”)
- Support (e.g., “I don’t know which product is right for my skin type.”)
Examples:
- “I’ve tried SO many eye creams, and nothing works.”
- “Why is every anti-aging serum either crazy expensive or totally useless?”
- “I used to wake up looking like I hadn’t slept in years.”
3. Solution (7-12 seconds) → Introduce the Product
This is where you position the product as the answer to the problem you just introduced.
Examples:
- “Then I found [Product Name], and OMG—it actually works.”
- “This serum is packed with [USP ingredient] and delivers visible results in just [time frame].”
- “I saw a difference in my skin in just a week.”
4. Benefits & Unique Selling Points (12-20 seconds) → Why This Product?
Don’t just list features—explain how they benefit the user.
Examples:
- Feature: “Contains hyaluronic acid.” → Benefit: “Instantly plumps and hydrates skin.”
- Feature: “Clinically proven formula.” → Benefit: “93% of users saw fewer wrinkles in 4 weeks.”
- Feature: “Lightweight texture.” → Benefit: “Feels like nothing on your skin.”
5. SOCIAL PROOF (20-30 seconds) → Build Trust
People trust other people. UGC is a form of social proof; however, it is not the only kind. Remember, types of social proof include (but are not limited to):
- Publication features
- Awards won
- 5-star customer reviews
- Case studies
So, how can you incorporate this into a script? Implied credibility. There is a wide variety of ways you can leverage implied credibility.
Outside of stating the obvious – literally, you can have implied credibility sprinkled into your UGC concept without saying anything. Instead you can have it strategically placed visually.
Featuring social proof, such as positive reviews or awards won, behind you using the green screen effect. So they visually see the social proof, rather than you saying it.
You can also just explicitly say it. Hooks that infer social proof include:
- I was finally able to get my hands on the this viral TikTok product.
- Things TikTok made me buy, #BeautyEdition…
- My friend’s mom, who’s a dentist, couldn’t stop raving about this toothpaste.
- I saw this product on the news multiple times and was curious to try it out myself.
6. Call-to-Action (30-45 seconds) → What’s Next?
Always end with a clear and direct CTA that aligns with the brand’s goal (e.g., conversions, sign-ups, follows).
Brands need conversions, so a CTA at the end of your UGC concept will help move traffic from a social platform to the brand’s website.
Examples:
- “Get 20% off today—tap the link to shop!”
- “DM me for a discount code.”
- “Click the link and try it for yourself.”
Urgency drives action. Try using “limited-time offer” or “before it sells out” language.
Step 4: Test, tweak, and optimize
Direct response marketing is all about iteration.
Once your video is live, analyze its performance: You want to be able to ask the following questions:
Are people watching past the first 3 seconds? → If not, change the hook.
Are they clicking the link? → If not, refine your CTA.
Are comments positive or negative? → If negative, address objections in your next video.
It’s unlikely you’ll have access to the ad accounts to get this data for yourself, so include asking the brand for this information as part of your UGC workflow. You really don’t need to overthink this, just ask the question. The worst a brand can say is no! An email might look like:
💭 Final thoughts
Scripting a UGC video isn’t about sounding like a walking ad — it’s about understanding the audience and making the product feel like the natural solution to their problem.
The best UGC videos feel like a friend’s recommendation, not a sales pitch.
So, next time you script, channel your inner Regina George (but make it helpful), and make your audience feel like they need this product in their life.
📋 TL;DR
✅ Hook: Grab attention fast (curiosity, relatability, social proof).
✅ Problem: Identify the struggle your audience faces.
✅ Solution: Introduce the product as the answer.
✅ Benefits: Highlight key features & why they matter.
✅ Social Proof: Show trust-building testimonials or awards.
✅ Call-to-Action: Tell the viewer exactly what to do next.
