How to make ugc: A Quick Guide to Captivating Audiences

Creating UGC that actually converts isn't magic; it's a process. I break it down into three distinct parts: the strategy, the shoot, and the edit. The best videos I've seen—and made—all started with a deep dive into the brand's goals long before a camera was ever turned on. Get that part right, and you're creating a genuine solution for an audience, not just another ad.

Laying the Groundwork for High-Impact UGC

Before you even think about hitting record, it’s worth taking a moment to really appreciate the strategic power of User Generated Content (UGC). This initial planning stage is what separates content that flops from content that flies. A lot of new creators get hung up on gear, thinking they need the newest iPhone or a fancy ring light. Honestly, that's the last thing you should worry about. The real secret is a rock-solid plan built directly from the brand's brief.

Your first job is to get inside the brand's head. What are they really trying to achieve with this campaign? Are they trying to drive direct sales? Build awareness for a new launch? Or maybe they just want to create a community. The answer to that question will shape every single creative decision you make from here on out.

Deconstructing the Brand Brief

Don't just give the brand brief a quick glance—you need to pull it apart. The most important question to ask is: What specific problem does this product solve for its ideal customer? Your video needs to be the answer to that problem. When you frame it that way, you’re providing real value, not just shouting into the void.

Let's say a skincare brand is launching a new acne serum. A weak video would just say, "This stuff is amazing!" A great video, on the other hand, tells a story. It might start with the panic of waking up with a huge pimple the day before a wedding, then show the serum as the go-to hero that saved the day. That problem-solution narrative is what makes people connect—and click.

Brainstorming Authentic Concepts

Once you've nailed the "why," you can start brainstorming ideas that feel natural on platforms like TikTok and Instagram Reels. The goal here is to find that sweet spot where the brand's message meets your unique voice and style.

This simple infographic breaks down how to prep for your shoot.

As you can see, it’s a straightforward path: understand the brief, let the creative ideas flow, and then set up your shot. This foundational work is why an estimated 86% of companies now use UGC in their marketing. They need creators who can turn a business goal into something that feels real and trustworthy. And it works. A whopping 79% of shoppers say UGC directly impacts their buying decisions.

Key Takeaway: You don't need a professional studio. All you truly need is a smartphone, some decent natural light, and a clear idea that solves a real problem for the person watching. We've put together more tips on how to create powerful UGC ads with minimal setup if you want to dig deeper.

Scripting Content That Stops the Scroll

The best User-Generated Content feels raw and spontaneous, right? It looks like someone just whipped out their phone and hit record. But here's the secret: the videos that actually convert are rarely improvised. Winging it is a recipe for getting lost in the feed. A solid plan is what separates a viral hit from a video that gets a handful of views.

This is where a tried-and-true formula like the Hook, Story, Offer framework becomes your best friend. It’s not about being robotic; it's about having a clear narrative path that grabs attention from the first second, keeps people watching, and tells them what to do next.

The First Three Seconds Are Everything

Let's be blunt: if you don't catch their attention in the first three seconds, your video is toast. No matter how amazing the rest of your content is, nobody will see it. Your hook is your one shot to stop the scroll.

You need to be direct, punchy, and a little bit provocative. You can ask a question they're dying to know the answer to, make a bold statement, or highlight a super-relatable problem right off the bat.

• For a beauty product: "Stop making this one mistake with your concealer."
• For a software app: "My screen time was out of control until I found this."

Hooks like these work because they open a curiosity loop. The viewer feels compelled to stick around for the answer or the solution, and just like that, you've earned their attention for a few more crucial seconds.

A great hook doesn't just get a view; it earns the viewer's focus. It promises a payoff and makes them feel like they're about to learn something valuable or be entertained.

Weaving a Relatable Story

Okay, you’ve hooked them. Now what? The story is your chance to build a genuine connection and show the product's value in a real-world context. This isn't the time for a boring list of features. It’s all about showing, not telling.

For instance, if you're creating a video for a productivity app, your story could be a quick, satisfying montage. Start with a shot of a messy, chaotic desk, then show a transformation into a clean, organized workspace, cutting to screen recordings of the app effortlessly managing your to-do list. You're demonstrating the outcome, not just the tool. The goal is to make the situation feel authentic and the result totally desirable. If you're stuck for ideas, our guide on fresh TikTok content ideas is packed with inspiration.

Delivering a Clear Call to Action

You've captured their attention and told a compelling story—don't leave them hanging now! Every successful UGC video needs a crystal-clear call-to-action (CTA). What's the one thing you want the viewer to do after watching?

Make it simple, direct, and impossible to misunderstand.

• "Click the link in bio to get 20% off your first order."
• "Download the app for free using the link below."
• "Comment 'ME' if you want the link to this life-saving gadget."

This final piece is what turns passive viewers into active customers. By giving them a clear next step, you're making sure your content actually works toward achieving the brand's goals.

The Hook, Story, Offer framework is a flexible but powerful structure for any UGC video. Here’s a quick breakdown of how it applies to different products.

The Hook Story Offer Framework for UGC

As you can see, this framework provides a simple roadmap to follow, ensuring your video has a purpose from start to finish. It’s the key to making content that not only gets seen but also gets results.

Shooting Visually Compelling UGC on Your Phone

Forget the fancy camera crew. The phone in your pocket is more than capable of creating gorgeous, professional-looking visuals for your UGC. The secret isn't expensive gear; it's mastering a few simple principles, and it all starts with light.

Honestly, great lighting is the #1 thing that separates amateur footage from content that really pops. And the best part? The most powerful light source you can find is totally free. Natural light coming through a window gives you that soft, flattering look that’s almost impossible to get with a lamp.

Just set yourself up so you’re facing the window. That way, the light hits your face and the product directly, erasing those harsh shadows and instantly making your shot look a hundred times brighter and clearer. If you're stuck shooting at night, a cheap ring light or even a well-placed desk lamp can be a total lifesaver.

Frame Your Shots for Maximum Impact

Once you’ve got your lighting dialed in, let's talk about composition. The way you frame your shot is what keeps people watching. A single, static angle is boring—it’s an invitation to scroll right past. The real trick is to create visual variety.

You need to mix things up with different angles to make your video more dynamic. Think about weaving a few of these into your next shoot:

• Close-ups: Get in tight on the product. Show off the texture of a cream, the details on a gadget, or the satisfying click of a button. This is non-negotiable for unboxings or application tutorials.
• POV (Point of View): Film from your own perspective. This makes the viewer feel like they are the one holding the product, creating a super immersive experience.
• Dynamic Movement: Don't just stand there! A slow pan across the product or a gentle push-in towards it adds a professional touch and a dose of energy.

Combining these types of shots is what makes a video feel polished and holds a viewer’s attention. It's a fundamental skill for anyone learning how to make UGC that actually converts.

Don't Neglect Your Audio

You could film the most stunning video ever, but if your audio is scratchy, muffled, or full of distracting background noise, people are going to leave. Instantly. Clear sound is the unsung hero of great video content.

Pro Tip: You don't need a pricey microphone to get good results. Just find the quietest room you can, kill the AC or any fans, and speak clearly near your phone's built-in mic. For even better quality, film your visuals first and then record a clean voiceover separately.

Bad audio just screams low effort. It undermines the trust you're trying to build and makes your entire video feel cheap. Take a few extra minutes to get your sound right—it ensures your message actually gets heard and has a massive impact on your content's overall quality.

Editing Your Videos for Platform Success

Alright, you've got your raw footage. The real work—and the real fun—starts now. Editing is where you take all those individual clips and weave them into a story that feels perfectly at home on fast-paced platforms like TikTok and Instagram. This isn't about creating a cinematic masterpiece; it's about making smart cuts and strategic additions that keep your audience watching until the very last second.

The single most important element? Pacing. Short-form video lives and dies by its momentum. That means you need quick cuts, snappy transitions, and absolutely no dead air. As a personal rule of thumb, I try to make a cut every 1-3 seconds. This constant visual change keeps the viewer's brain firing and prevents that dreaded thumb-flick to the next video.

Mastering Pacing and Transitions

Start thinking about the rhythm of your video. A simple jump cut can inject a shot of energy, while a smooth swipe transition can seamlessly guide the eye from one idea to the next. The point isn’t to dazzle with over-the-top effects, but to use your edits to drive the story forward and maintain high energy.

Don't be afraid to mix it up. Bounce between wide shots and tight close-ups. Cut quickly between different angles of the same action. This kind of visual dynamism is what makes content feel native to the platform and is a huge part of learning how to make UGC that actually performs.

Your editing style should feel like it belongs on the platform you're posting to. TikTok loves fast, sometimes even jarring, cuts and sounds to command attention. Instagram Reels, on the other hand, often rewards a slightly more polished, aesthetic flow. Know your platform, know your audience, and edit for them.

The Power of Text Overlays and Captions

Let's be clear: on-screen text is non-negotiable. With so many people scrolling with their sound off, your text overlays and captions are doing the heavy lifting to make sure your message actually gets heard—or, well, read.

Here's how I use text in every video:

• Amplify the hook: I put my most attention-grabbing line right on the screen within the first 3 seconds.
• Highlight key points: As I mention a major benefit or feature, I’ll have a text callout pop up to reinforce it.
• Add helpful context: Little text labels can quickly explain what's happening or what product is being shown.

And of course, there’s accessibility. Captions open up your content to viewers who are deaf or hard of hearing, making your work more inclusive. Getting this right is a crucial editing skill, especially if you're creating for multiple platforms. For a really thorough breakdown, this guide on how to caption your YouTube UGC videos is a fantastic place to start.

Streamlining Your Workflow with AI

Editing can easily become a massive time sink, but it doesn’t have to. This is where AI-powered tools have become an absolute game-changer for me and other creators. They automate the most tedious tasks, freeing you up to focus on the creative stuff. Instead of burning hours manually typing out and timing captions, AI can knock it out in minutes with stunning accuracy.

Modern tools can even analyze your raw footage and suggest the most compelling clips to use, helping you build a killer story in a fraction of the time. By letting AI handle the grunt work, you can produce more high-quality content without burning out. If you're serious about scaling your output, checking out an AI UGC generator can seriously accelerate your entire process, from script to final cut.

Publishing and Analyzing Your UGC Performance

https://www.youtube.com/embed/Qjy3JyyEdcU

So, you’ve created a fantastic video. That’s a huge win, but it's only half the battle. Now, you need to get it in front of the right people, and just hitting the "post" button isn't going to cut it.

Publishing your work is a strategic game. It’s all about making sure your content doesn’t just get seen, but actually makes an impact. This starts with a killer caption that does more than just describe what's happening on screen.

Your caption is your first and best chance to start a real conversation. Go beyond the obvious. Ask a direct question, share a funny behind-the-scenes thought, or prompt viewers to tag a friend who would get it. The more comments and shares you rack up in that first hour, the more the algorithm will favor your post and show it to a wider audience.

Maximizing Your Reach and Timing

Next up: hashtags. Don’t just throw random ones in there. Think of them as signposts that guide the platform's algorithm, telling it exactly who needs to see your video. The magic formula is a mix of broad, niche, and branded hashtags.

Let's say you're working with a coffee brand. Your hashtag strategy might look like this:

• Broad: #coffeelover (gets you into massive, ongoing conversations)
• Niche: #homebaristalife (targets a more dedicated, specific audience)
• Branded: #[BrandName]Morning (connects your content directly to the campaign)

This approach helps you compete in the big leagues while also owning the conversation in smaller, more engaged communities. Just as important is when you post. You have to dive into your platform’s analytics and find out when your followers are actually scrolling. Posting during these peak hours gives your content an instant head start.

Looking Beyond Likes and Views

Let’s be real: likes are nice, but they don’t pay the bills. If you want to know if your UGC is actually working, you need to track the metrics that truly matter. It's easy to get caught up in vanity metrics like views and likes, but they often don't tell the whole story.

The most valuable data reveals how people are actually interacting with your content.

Key Takeaway: The data tells you what your audience truly wants. A video with lower views but a sky-high click-through rate is often far more valuable to a brand than a viral clip that drove zero action.

If you’re serious about how to make UGC that brands will pay for, you need to be tracking these things specifically:

1. Watch Time & Completion Rate: Is your content compelling enough to hold people's attention all the way through? This metric tells you.
2. Click-Through Rate (CTR): Are people clicking the link in your bio or the product tag? This is a direct measure of how much interest you're generating.
3. Conversions: If you have a unique discount code or an affiliate link, track the sales. This is the ultimate proof that your content is driving results.

Getting comfortable with this data is non-negotiable. It allows you to fine-tune your creative strategy, pitch brands with hard proof of your value, and build a reputation as a creator who delivers. Brands are investing more than ever in creators who can drive real business outcomes, especially in North America, which holds over 36.6% of the UGC market share. You can get a deeper look at this growing market at whop.com.

Got Questions About Making UGC? Let's Talk.

So, you’ve got the creative side down—planning, shooting, editing—but now you're bumping up against the business questions. It’s completely normal. Diving into UGC for the first time brings up a ton of practical stuff, especially when it comes to turning this into a real gig.

Let's walk through the most common questions I hear from new creators. Think of this as a straight-to-the-point chat about money, finding work, and getting your foot in the door.

How Do I Price My UGC When I'm Just Starting Out?

This is the big one, right? Pricing can feel like a total guessing game when you're new. You don't want to sell yourself short, but you also don't have a long list of clients to back up a high price tag.

The best way to handle this is to start with a simple, entry-level offer that’s easy for a brand to say "yes" to.

I always recommend starting with a single, fully edited video for around 150. It’s a low-risk investment for a brand, and it gets you paid experience. Once you’ve landed a client or two, you can introduce some simple packages to encourage more work.

• The Single: One polished video for $150.
• The Triple-Threat: Three unique videos for $400.
• The Full Package: Five videos plus all the raw footage for $700.

See how that works? You give them a taste, prove your value, and then make it easy for them to buy more. Your initial goal isn't to get rich; it's to get results and build a reputation. You can—and should—raise your rates as you gain more experience.

What's the Best Way to Find Brands to Work With?

Sitting back and waiting for DMs to roll in is a recipe for frustration. You have to be proactive. The most effective approach I've seen is a mix of putting yourself out there and actively hunting for opportunities.

First things first, make your social media profiles scream "UGC Creator." Your bio should say it, your pinned posts should show it, and you should have a portfolio link front and center. This turns your profile into a 24/7 billboard for brands that are already looking for people like you.

Don't just wait for opportunities—create them. A sharp social profile and a solid portfolio are your best friends for landing the brand deals you actually want.

Next, get active on creator marketplaces. Platforms like Upwork, Fiverr, and other dedicated UGC sites are crawling with brands that need content right now. Yes, it's competitive, but all you need is one or two "yeses" to get the ball rolling and build momentum.

How Can I Build a Portfolio With No Clients?

Ah, the classic chicken-or-egg dilemma. How do you get clients without a portfolio, and how do you build a portfolio without clients? The answer is simple: create spec ads.

A spec ad is just a fancy term for a video you make for a brand you love, but without them asking or paying you for it. Think of it as a passion project with a purpose.

Pick a couple of products you already own and genuinely use. Create a killer UGC video for each one, treating it like a real paid project from start to finish. This gives you concrete examples of your work to show potential clients. You’re not just telling them you can create great content; you’re showing them.

Ready to create high-converting videos faster than ever? With Hooked, you can access viral trends, generate AI scripts, and build engaging UGC ads in minutes. Stop guessing and start creating content that gets results. Check out Hooked and start your journey today.