The structure of a UGC script, hook, problem, product, call to action, and the tone that works with the Brazilian audience.
Why a written script beats improvisation
Six reasons, all verifiable at the edit.
A script fits the requested duration, which is checked before shooting and not after.
It guarantees that the wordings imposed by the brand are said exactly.
It avoids repetitions, which appear systematically in improvisation.
It allows an identical take to be redone when the first fails for a technical reason.
It makes editing fast, because you know in advance where to cut.
And it is reusable: a good script is replayed with another product in the same category.
One important nuance: a written script does not mean a read text. It is learned, said out loud several times, then performed. Reading is audible immediately, and it is the first reason a delivery is refused.
The four-part structure of a UGC script
Four blocks, with their indicative duration over thirty seconds.
The hook, three seconds: one idea only, as concrete as possible.
The problem, six to eight seconds: the viewer's situation, described in their own words.
The product, fifteen seconds: the demonstration, the gesture, the proof, the scale. It is the longest block and the only one that is really filmed.
And the call to action, three seconds: one action requested, never three.
Two rules of proportion. The product block has to occupy half the time, otherwise the video tells instead of showing. And the problem block must never exceed the product block, failing which the video becomes a complaint.
Hooks that work in Brazilian Portuguese
Five points specific to the language, without repeating the general theory.
Write the sentence, then say it out loud: if it requires taking a breath, it is too long for three seconds.
Use the word the public employs to search for the product, not the official category name.
Remove the opening greeting, which consumes half the window.
Write the same information on screen, because a large share of first views is muted.
And never translate a hook from another language: it is rewritten from the idea.
Finding the right tone for the Brazilian audience
Six tone markers.
Speak to one person, never to an audience: the collective address sounds like an advertisement.
Embrace the regional accent when the campaign targets a region, neutralise it when it targets the country.
Stay in an everyday register, that of a conversation between friends, without forcing familiarity.
Name at least one flaw in the product, which makes all the rest credible.
Avoid superlatives, immediately read as brand language.
And keep the spoken rhythm of Brazilian Portuguese, which tolerates long sentences and stacked subordinates badly.
The common mistakes to avoid
Seven mistakes, ranked by frequency in refused deliveries.
The script that is too long, dealt with above.
Text read instead of performed.
Announcing what you are going to do instead of doing it.
Three different calls to action in the same video.
The product page's vocabulary, copied as it is.
An improvised claim in a regulated category, when the list of authorised wordings existed.
And the absence of prepared cutaways, which makes any removal at the edit impossible.
The structure of a thirty-second 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, which is exactly what the brand does not want to buy.
What is written word for word anyway
The first sentence and the last. Those are the two moments where hesitation costs most, and the only ones that gain from being written exactly.
Put it into practice
Five steps for writing your next script.
Write the product block first, because it is what carries the video.
Add the problem, in one sentence taken from a real customer comment.
Choose the hook from what you have already written, moving up the strongest sentence.
Count the words, dealt with above, and cut a whole idea if necessary.
And read the whole thing out loud once, with a timer: if you go over, the problem is in the script, not in your delivery.
One last marker: a good UGC script is not a well-written text, it is a text that is easy to say and that fits the allotted time. Those two criteria are checked in three minutes, before the shoot, and they avoid almost all delivery refusals.
Sources
- Portal do Empreendedor (MEI), Brazilian government
- Receita Federal, Brazilian tax authority
- Simples Nacional, official portal
Checked on 4 September 2026. Thresholds and rates change: where this guide and the official source disagree, the official source is right.
