UGC Brief That Gets You Usable Video on the First Try
Marcos Rodrigues · 2026-10-07
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30s SCRIPT
A well-structured script is key to making sure the message is clear and impactful. For a 30-second video, consider this structure:
- Intro (0-10s): Introduce your audience’s problem or need. Use a rhetorical question or a statement that grabs their attention.
- Solution (10-20s): Show how your product or service solves the problem. Use simple, direct language and focus on the benefits.
- Proof (20-25s): Include a testimonial, statistic, or success story that backs up your product’s effectiveness. This could be a happy customer talking about their experience or data that proves the results.
- Call to Action (25-30s): End the video with a clear CTA. Example: “Click the link and try it now!” or “Visit our site and take advantage of this exclusive deal!”.
First 3 seconds
The first three seconds are crucial for grabbing the viewer’s attention. Use eye-catching visuals or a question that resonates with your target audience. For example, if your product is a supplement, a shot of someone looking happy and active could work well. Pair it with short text that sums up the immediate benefit, like “Feel more energized today!”.
Proof
Proof is a must-have. Include elements that build your product’s credibility, like:
- Testimonials from real customers in video or text format.
- Stats that show its effectiveness (e.g., “97% of our users saw results in 30 days”).
- Certifications or awards the product has received.
Cta
Your call to action should be specific and create urgency. Use lines like:
- “Get 20% off for a limited time!”
- “Try it free for 7 days—click now!”
Make sure the CTA aligns with what you want the viewer to do after watching the video.
Deliverables and rights
Clearly define the deliverables and rights to the content being created. Make sure to include:
- Video format (e.g., horizontal, vertical).
- Desired length and quality (e.g., 1080p).
- Usage rights: specify whether you’ll have exclusive rights to use the video or if the creator can use it on their personal platforms.
- Delivery timeline: set a clear deadline for the content, ideally between 5 to 10 days after the request.
By following these points, you’ll be better prepared to create effective UGC that not only engages but also converts.
What’s your average conversion rate on UGC videos?