UGC Scripting: How to write the perfect UGC script.
Mar 25, 2024
UGC Script Writing 101
Creating UGC ads is one thing but creating authentic yet converting UGC ads is another. We suggest using the direct response formula to craft the perfect UGC script.
This formula is considered industry best practice and has been used by marketers across both digital and traditional media for years, UGC is no exception. The more you become familiar with the dr formula, the more you can tailor it to the target audience, speak their language, and ultimately make the viewer into a customer.
So, what is the direct response formula?
As a note: an organic UGC social post compared to a UGC concept being used as an ad is going to appear different (but still leverage this formula to an extent). Also, you can rearrange the formula in any order. For example, you can make the problem/solution, a unique selling point, or social proof the hook if it’s scroll-stopping!
1. HOOK
The first few seconds of a UGC asset, are designed to catch the audience’s attention quickly + enough to stop their scroll to learn about your product or service. It should make you think or feel. For example, "Don’t make this mistake", "Unpopular opinion", "I’m done gatekeeping…".
Establish a hook within the first 2-3 seconds this includes visuals, audio, and copy on screen — and make it one that creates an impact. You’ll need relatablity, relevance and/or shock factor.
Not all social platforms are designed for sound on, which means you need to tailor your UGC concepts to fit each platform. The platforms designed for sound on are TikTok & Snapchat (Instagram stories aren’t considered “sound on” since some people watch/scroll without audio). To be safe, I suggest using closed captions, text captions + call-outs on-screen regardless the platform to maximize the hook effectiveness and to guarantee the viewer can read/listen along.
Here are some hooks our creators have used for past brand partnerships:
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“Biggest mistakes you're making with...”
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“Calling all [target audience].”
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“No one can convince me there is a better..."
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“TikTok made me buy this”
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“5 Reasons why I love (x)”
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“If you are like me and struggling to [problem], then you need..."
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“I can't gatekeep this anymore, it's too good!”
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“I tried every X out there and here are the results…”
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“Want (x)? Then stop scrolling.”
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“I'm convinced everyone needs [product].”
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2. PROBLEM/SOLUTION
Relate to a problem the viewer may experience, followed by a solution that the brand/product can solve. The brand is the solution to X.
For example: if the brand you’re doing a concept for is Fenty Beauty – a problem the potential viewer may have is how they can never find the right shade of foundation for their skin tone, but with Fenty's product offerings (over 50 shades, beauty for all), make's it easier! As a UGC creator, it is your job to present to the potential customer with the problem that the product solves.
Here are some examples:
Problem: If you're like me and tried every sunscreen on the market but always break out, Solution: then you have to try VACTION whipped sunscreen...
Problem: If your content looks like this (show self in bad lighting), Solution: then take this as your sign to get the Alix Earle light (show self in good lighting, using the product).
3. VALUE PROPS or USP
These are unique selling points that set the brand/product apart from the rest of its competition. You can usually find these on the brand's website & marketing platforms. When writing your script make sure to choose unique value points that differ from the brand's closest competitors, what makes them stand out?
Examples of popular brands' value props:
Best Buy: "Find a lower price and we'll match it."
GEICO: "15 minutes can save you 15% or more on car insurance"
Toms: "1/3 of profits for grassroot goods."
4. SOCIAL PROOF
What is social proof? It gains credibility and authority. When we see other people buying something, it affects our buying decisions, too.
- i.e. praises on social media, positive 5-star reviews + expert opinions
- I saw this viral product all over my FYP...
UGC is a form of social proof; however, it is not the only kind. Other 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 scriptwriting? Implying credibility. There is a wide variety of ways you can imply credibility in your content; you can come right out and say it in the hook hinting to virality all over your socials. Or you can go the more subtle route, and incorporate positive reviews on a green screen while chatting through a personal story/experience you had with the brand. Think hooks like "Things TikTok made me buy, #SkinCareEdition", "I saw this product all over the news and was curious to try it myself.
5. CALL TO ACTION - CTAs
The goal is to communicate “buy now” with a sense of urgency to a potential customer. At the end of the day, brands need sales + conversion and CTAs are the way to achieve this. Call to action can be used for multiple brand goals such as brand awareness, engagement + essentially any action the brand wants the viewer to take.
Here are some call-to-action examples:
- Get yours today before they run out!
- Click the link in my bio to join.
- Double tap to support our cause.
Mastering the art of script writing for UGC will take practice and trial + error. Our suggestion is to scroll mindfully on TikTok, watch some UGC brand examples and how they follow the direct response formula, take notes, and write down your favorite hooks, CTAs, and more. Get practicing!
Grab our UGC ACCELERATOR BUNDLE for 30 Viral Hooks, CTA, and more!!!
VITAMINC TEAM
