A good UGC script does not look like an advertising script. There is no perfect voiceover and no grand closing line: there is a person talking the way people actually talk, getting to the point before the thumb moves.

The first three seconds decide everything

Do not start with "hi, today I want to show you". That opening lost half the audience before the word "show".

Start straight from the problem, the result or the contradiction:

  • "I bought this because I could not stand my hair like that any more."
  • "Three months using it and this is what happened."
  • "Nobody warns you about this before you buy one."

The structure that sells

Hook, context, proof, close. Fifteen to thirty seconds in total.

Context is a single sentence that positions you: who you are and why the problem matters to you. Proof is what can be seen: the product in use, the before and after, the texture, the result. The close is an action, not a farewell.

Why Argentine humour changes what you write

The audience there detects pretence instantly and punishes excessive enthusiasm. Irony, shared complaint and dry jokes work far better than an infomercial tone.

That has a practical consequence: write the way you speak, in local register, and read the script aloud before filming. If it sounds like a brochure, rewrite it. If it makes you slightly uncomfortable because it is so direct, it is probably right.

Write three hooks, not one

This is the difference between a creator and an ad supplier. For the same product, deliver three different openings: one emotional, one rational, one provocative.

The brand tests them in paid media and keeps the one that performs. Delivering three hooks justifies a higher price and gets you called back.

What to cut from the script

Empty adjectives: incredible, spectacular, unique. Long sentences. Technical facts nobody asked for. And any promise you cannot back up, which can also land the brand in trouble.

Subtitles are part of the script

A huge share of the audience watches without sound. Write with an eye on how those words will look on screen: short sentences, one idea per line.

How to practise

Take three ads that stopped your scroll this week and transcribe their first five seconds. Within a month you will have your own hook bank, worth more than any template.

Where to go next

The script is half the job, and the half that is learned fastest. Our guide on how to become a UGC creator covers the rest.