UGC ad script template
A UGC ad script should read like a person talking, not ad copy: short sentences, a personal opener, the product in use, one honest reason it helped, and a casual call to action. Give creators a structure and key points rather than a word-for-word script, and include disclosure requirements in the brief.
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The structure creators can follow
- Personal opener: a situation the viewer recognises ('I used to…', 'Okay, so…').
- The problem in their words: what was annoying or not working.
- The product, in use on camera, not just held up.
- One specific thing it changed, stated as their honest experience.
- A casual call to action ('link's below if you want to try it').
Script versus talking points
Word-for-word scripts tend to sound read. Talking points produce more natural delivery but less control. A middle path works well: script the hook word for word, because it matters most, and give talking points for the rest. Ask for several takes of the hook.
One-page creator brief
| Field | What to include |
|---|---|
| Product | What it is, how to use it, what it is not |
| Audience | Who the ad is for |
| Hooks | Two or three opening lines to film, word for word |
| Must say | Approved claims only, with wording |
| Must not say | Unapproved claims, competitor names, medical or income claims |
| Shots | Product in use, close-up of packaging, setting |
| Format | 9:16, length range, sound on, filming in daylight |
| Disclosure | How the paid relationship will be labelled |
| Usage rights | Where and for how long the brand can run the video |
Honesty and disclosure
A paid creator's video is an endorsement and the payment is a material connection that must be disclosed. Creators should only describe experiences they actually had with the product. If you use AI presenters instead of creators, do not script them to claim personal experience; frame them as presenters, not customers.