Have you ever felt like you're shooting in the dark when it comes to creating UGC (user-generated content) style ads? As someone who has spent countless hours crafting ad creatives, I know how daunting it can be to create an ad that truly connects with your audience. Through my experience of scripting, creating, and editing hundreds of high-converting ads, I've found that having a clear structure and brief is key to creating a successful ad. This is especially true for UGC (user-generated content) style ads, which can be challenging to create without a clear roadmap. And let's be real, who doesn't want to create ads that convert like crazy? So if you're ready to learn my proven formula for UGC-style briefs, keep reading!
When creating a UGC-style ad, it's important to remember that you're showcasing real people using your product or service. This authenticity can be a powerful selling point, but it can also be a challenge to turn into a compelling ad and communicate your vision clearly to the creator. That's where having a strong structure and clear brief comes in.
I've found that breaking down the process into four simple parts is the key to success. Let's break them down, I'll be referring to a pillow to provide examples.
1. Hook
I've found that breaking down the process into four simple parts is the key to success. Let's break them down, I'll be referring to a pillow to provide examples.
1. Hook
The first and most crucial part of any ad is the hook. This is the part of the ad that grabs the viewer's attention and makes them want to keep watching so it's essential to choose the right footage to showcase. I've often found an opening hook like "I wish I knew about this sooner" or "This product just changed the *your niche* game".
To ensure that you have the best possible hook, consider asking your creator to film multiple options so that you can split test and see which one resonates with your target audience the most. For a list of hook ideas, check out this blog.
Example:
"I can't believe I only just found out about this pillow!" or "This pillow has changed my life".
To ensure that you have the best possible hook, consider asking your creator to film multiple options so that you can split test and see which one resonates with your target audience the most. For a list of hook ideas, check out this blog.
Example:
"I can't believe I only just found out about this pillow!" or "This pillow has changed my life".
2. Problem
Once you have the viewer's attention, the next step is to identify the problem that your product or service solves. You need to highlight the pain point that your target audience is experiencing and make it clear that you understand their struggles. This is where having a clear brief can be especially helpful. By identifying the problem upfront, you can choose footage that highlights the problem and sets up the solution.
Example:
"I've been tossing and turning every night for years, no matter what I just couldn't get comfy"
Once you have the viewer's attention, the next step is to identify the problem that your product or service solves. You need to highlight the pain point that your target audience is experiencing and make it clear that you understand their struggles. This is where having a clear brief can be especially helpful. By identifying the problem upfront, you can choose footage that highlights the problem and sets up the solution.
Example:
"I've been tossing and turning every night for years, no matter what I just couldn't get comfy"
3. Solution
Now that you've identified the problem, it's time to offer your product or service as the solution. This is where you highlight the features and benefits of your product or service and explain how it solves the viewer's problem. In UGC-style ads, you can show how real people have used your product or service to overcome the problem.
Example:
"Until I recently discovered this pillow, it's made from ethically sourced, Australian-made wool......." - Follow on with product features and points that the viewer may find relatable.
Now that you've identified the problem, it's time to offer your product or service as the solution. This is where you highlight the features and benefits of your product or service and explain how it solves the viewer's problem. In UGC-style ads, you can show how real people have used your product or service to overcome the problem.
Example:
"Until I recently discovered this pillow, it's made from ethically sourced, Australian-made wool......." - Follow on with product features and points that the viewer may find relatable.
4. Call to Action
No ad is complete without a call to action (CTA). This is where you tell the viewer what you want them to do next. It could be to visit your website, sign up for a free trial, or make a purchase. The CTA should be clear, concise, and easy to follow. For UGC-style ads, you can use footage of happy customers using your product or service to reinforce the CTA and create a strong ending to your ad.
Example:
"For a better night's sleep, head over to pillow.com.au and get $50 off your first order, trust me you won't regret this when you wake up in the morning"
No ad is complete without a call to action (CTA). This is where you tell the viewer what you want them to do next. It could be to visit your website, sign up for a free trial, or make a purchase. The CTA should be clear, concise, and easy to follow. For UGC-style ads, you can use footage of happy customers using your product or service to reinforce the CTA and create a strong ending to your ad.
Example:
"For a better night's sleep, head over to pillow.com.au and get $50 off your first order, trust me you won't regret this when you wake up in the morning"
B-roll Footage
Finally, it's important to integrate b-roll shots throughout the ad. These are additional shots that complement the main footage and add more depth to the ad. For UGC-style ads, b-roll shots can be footage of your product or service in action or happy customers using your product or service. It's a great way to break up the main footage and keep the viewer engaged. These shots help create a cohesive narrative that ties everything together.
In conclusion, by focusing on the hook, problem, solution, and call to action, and integrating b-roll shots throughout the ad, you can create a compelling ad that resonates with your target audience and converts like crazy. So get started and create an ad that people will love to watch!
Need help with scripting or brief writing? Or even just need a fresh set of eyes to take a look at your ad creatives? Reach out to me, I'd love to help!