The first three seconds decide whether the video is watched. A simple script structure, hook formulas, and a template to fill in.
The structure of a script that works
Six beats, in this order.
The hook, which stops the thumb.
The problem, acknowledged in one sentence.
The demonstration, shown rather than described.
The proof, one verifiable detail.
The objection, removed before it is raised.
And the closing line, which answers the hook.
Why the first three seconds decide
Because the decision to carry on is made before the first sentence is finished. It is not a conscious choice: the thumb moves down, and that viewer will never know what came next. The rest of the script is useless if those three seconds do not hold.
What to do in the first three seconds
Seven rules.
Start mid-action, not on an introduction.
Show the product or the result immediately.
Display the hook as on-screen text.
Cut every dead moment in the edit.
Avoid the logo and the brand name.
Speak from the first frame.
And look at the camera, or show the hands.
The hook formulas that work
Seven formulas, to adapt.
The buyer's question, asked as it is.
The common mistake, named bluntly.
The result announced before the method.
The comparison with the current habit.
The objection, said before the customer does.
The concrete figure, with no exaggeration.
And the apparent contradiction, which forces people to stay.
The hooks that no longer work
Six wordings to remove.
Hi everyone.
Today I am going to talk about.
I am so excited to introduce.
You know this problem.
Stay until the end.
And a question everybody answers yes to.
How to write each block of the script
Six rules.
One sentence, never two.
A problem the viewer recognises.
Everyday vocabulary, not the brand's.
A precise situation, not a generality.
No judgement on whoever has it.
And no promise at this stage.
How to write the demonstration
Seven rules.
Show the gesture, do not describe it.
Film the part that proves, not the packaging.
Keep the product's real sound.
Do not cut in the middle of the action.
Show the result in the same shot if possible.
One single demonstration per video.
And claim nothing that is not visible.
How to write the proof
Six usable forms of proof.
A detail visible on screen.
A verifiable deadline.
A measured quantity.
A before and after comparison.
A repeated use over time.
And an honest remark about a limit.
How to handle the objection
Six effective wordings.
I thought it would be too expensive, and here is why it is not.
I was afraid it would be complicated, it turns out not.
It looks small, but it is the right size for.
It is not for everybody, it is for those who.
I tested it for two weeks before talking about it.
And the only flaw is.
How to write the closing line
Six rules.
Answer the hook, literally.
One single sentence.
No superlatives.
No aggressive call to action.
An image rather than a slogan.
And nothing after, no thanks.
How to sound natural
Seven techniques.
Write as you speak, out loud.
Do not learn the text by heart.
Keep the light hesitations in the edit.
Record standing for rhythm, seated for the voice.
Do three takes, keep the second.
Speak a tone lower than usual.
And leave a breath before the first word.
How to end a take
Six reflexes at the end of a shoot.
Let the camera roll two seconds after the last line.
Redo the first sentence one more time.
Record a hook variant straight away.
Check the sound on headphones before packing up.
Film a cutaway shot of the product.
And note which take to keep while it is fresh.
What length to choose
Six markers.
Fifteen seconds for a hook tested on its own.
Twenty to thirty seconds for a simple demonstration.
Forty-five seconds for a product that needs explaining.
One minute for a detailed verdict.
Beyond that, cut into several videos.
And always deliver a shorter version.
How to produce hook variants
Six methods.
Change the first sentence, keep the rest.
Change the first shot, keep the words.
Ask the question differently.
Start at the end.
Replace the sentence with on-screen text.
And test a version with no voice.
How to adapt the script to the brief
Six checks.
Use the key messages in the order given.
Use the imposed words, exactly.
Avoid the forbidden lines, as listed.
Respect the requested length.
Put the product name where it is asked for.
And keep the announced format.
The script template to fill in
Seven lines to complete.
Hook, one sentence.
Problem, one sentence.
Demonstration, two shots.
Proof, one detail.
Objection, one sentence.
Closing line, one sentence.
And on-screen text, five words maximum.
On-screen text, how to use it
Seven simple rules.
Five words maximum per shot.
Place the text outside the interface zone.
Repeat the hook word for word.
Do not duplicate what is said aloud.
Enough contrast to be read in sunlight.
No decorative typeface.
And remove it as soon as the demonstration starts.
How to write for a regulated category
Six precautions.
Describe a use, not an effect.
Avoid any medical vocabulary.
Do not compare with a treatment.
Report a personal experience, without generalising it.
Have the wording approved by the brand.
And check the applicable rules with the competent authority.
How to rehearse before filming
Six steps, in ten minutes.
Read the script aloud once.
Cut it by twenty per cent.
Spot the words that are hard to pronounce.
Time the read version.
Film a test take without worrying about quality.
And watch that take with the sound off.
Three rewritten hooks
Six lines, before and after.
Before: today I am testing this product.
After: I stopped buying three a month, here is why.
Before: let me show you my morning routine.
After: seven minutes, one product, and I am out the door.
Before: this product is incredible.
After: it does one thing only, but it does it well.
The most frequent script mistakes
Seven mistakes.
Two ideas in the same video.
A hook that does not set up the closing line.
A problem stated after the demonstration.
A promise never shown.
Brand vocabulary in the creator's mouth.
A conclusion that says thank you.
And a length beyond the brief.
The structure of a short video
| Block | Its length | Its role |
|---|---|---|
| The hook | 3 s | Stop the scroll |
| The context | 5 s | Name the situation |
| The demonstration | 15 s | Show, do not tell |
| The close | 7 s | Say what to do next |
What separates a useful script from a recited one
A useful script lists the ideas in order and lets the words come in the moment. A memorised text produces a flat tone, exactly what the brand was trying to avoid by choosing this format.
What is written word for word anyway
The first sentence and the last. Those are the two places where hesitation costs most, and the only ones that genuinely gain from being written in advance.
What the platform changes
On UGC MATCH, joining is free and there is no subscription: the brief stays attached to the order, which makes it possible to check that a script respects the accepted messages. The brand pays at ordering, the funds are not released straight away, and payment goes out on approval. The platform retains 10% of the price on the creator side, who therefore keeps 90%, and charges the brand a 6% service fee, with a minimum of 1.50 EUR.
One last marker: a good script fits on a card. If you need a full page, that is not a script, it is a sales argument.
