5 UGC video structures you see most often in scaled campaigns and why

Thiago Nunes · 2026-10-07

UGC (User Generated Content) videos are essential for engagement in paid ads campaigns. Here are five structures that stand out in scaled campaigns and why they work.

Problem-solution

This structure is based on identifying a consumer pain point and presenting your product as the solution. The video starts by showing a problem situation, like oily skin, lifeless hair, or a messy space.

• Present the problem clearly and directly.
• Show the product being used and the visible results.
• Include testimonials from real customers, if possible, to boost credibility.

This approach creates an immediate sense of identification and an emotional connection with the viewer.

Unboxing

Unboxing videos are highly effective for building anticipation and curiosity. They show the moment a consumer receives and opens the product.

• Focus on the unwrapping experience, highlighting the packaging and included items.
• Show the product’s quality and aesthetics.
• Add authentic reactions to convey emotion.

This helps create desire for the product, as consumers can picture the full experience.

Reaction

Reaction videos are powerful because they capture authentic emotions. In these videos, the creator tries the product for the first time and shares their impressions.

• Use facial expressions and spontaneous comments to convey emotion.
• Focus on specific aspects of the product that impress the user.
• Include a call to action at the end, encouraging the audience to give it a try.

This structure builds credibility because viewers feel like they’re seeing a genuine opinion.

Comparison

Comparing your product to others on the market can be decisive in the consumer’s choice.

• Show two or more products and highlight the differences.
• Give an honest analysis of the pros and cons of each.
• Use charts or tables to make the comparison easier to see.

This approach helps position your product as the best choice, increasing the conversion rate.

Routine

Showing a video that works the product into the user’s daily routine is an effective way to demonstrate its usefulness.

• Show a sequence of use that demonstrates how the product improves everyday life.
• Highlight key moments when the product makes a difference, like in the morning or at the end of the day.
• Include testimonials about how adding the product to their routine made life easier.

This structure helps consumers picture themselves using the product, increasing the likelihood of a purchase.

These five structures have proven effective in paid ads campaigns and can be adapted to different niches.

Which of these structures have you used in your campaigns, and what were the results?