If you’re running ads on Meta or TikTok, you’ve probably noticed something: the ads that perform best don’t look like ads at all.
They look like real customers – maybe someone in their kitchen, their car, or their living room – genuinely sharing why they love a product. That’s UGC, or user-generated content, and it’s become one of the most powerful tools in ecommerce advertising.
Why? Because UGC feels authentic. There’s no slick production, no corporate messaging, no obviously staged scenarios. Just real people giving honest opinions. And that builds trust faster than any polished brand ad ever could.
The creators might seem like they’re casually chatting to camera, but behind the scenes, there’s a strategic framework at play.If you want your UGC ads to convert, you need to give your creators clear direction while still leaving room for their personality to shine through. That’s what we’re going to cover in this guide.
Why UGC Works So Well For Ecommerce
UGC cuts through the noise because it doesn’t feel like traditional advertising. Instead of a polished brand message, you’re seeing a real person using a product in their everyday life. That builds trust faster than any corporate ad ever could.
For ecommerce brands, UGC is particularly powerful because:
It shows the product in action: Not just staged on a white background, but actually being used in real situations by real people.
It addresses common objections: Creators naturally answer the questions potential customers have, because they’ve had those same questions themselves.
It creates powerful social proof: When viewers think “I have the same problem as her, maybe this product can help me too,” that’s when conversions happen.
It’s cheaper and faster to produce: No need for expensive studios or production crews. Just authentic creators and a good brief.
But here’s the catch: to get these results, you need to instruct your creators properly. A vague brief like “just talk about why you like it” won’t cut it. You need structure, and that’s where direct response copywriting comes in.
Direct Response Copywriting Principles In UGC
The best UGC ads don’t just look authentic, they follow proven direct response copywriting frameworks that have been converting customers for decades.
If you’ve ever watched a creator or influencer share something they’ve tried recently on social media, you’ll recognise the video follows a formula similar to this: Hook → Problem → Agitate → Solution → Social Proof → CTA.
Here’s how that translates to UGC:
Hook: The first 1-3 seconds that stop the scroll. This is often the most important part of your entire video.
Problem: Remind the viewer of their pain point (the reason they need your product).
Agitate: Make that problem feel urgent or emotional. Show how it’s affecting their daily life.
Solution: Introduce your product as the answer. Demo it in action.
Social proof: Share your personal results or mention what others are saying.
CTA: Tell them exactly what to do next (usually “grab yours now” or “click the link”).
The beauty of this framework is that it works whether your video is 15 seconds or 60 seconds. You just adjust how much time you spend on each element.
What to include in your UGC brief
A good script brief should include:
- Multiple hook options: Script 3-5 different opening lines so you can test which one performs best
- Key talking points: The main benefits and features to cover (but let the creator say it in their own words)
- B-roll ideas: Specific shots you want (close-ups, before/after, product in use, etc.)
- Text overlay suggestions: Key phrases or stats to reinforce on screen
- Length: Usually 15-45 seconds for ads, though some platforms favour longer content
- Emotional triggers: Whether you want them to focus on pain points, desires, or FOMO
Remember: show, don’t tell. A creator saying “this product is amazing” is nowhere near as powerful as showing the product solving a real problem.
For more detailed guidance on structuring your UGC ad scripts, this guide from Motion breaks down the process step-by-step.
5 High-Performing UGC Script Examples
Now you know the theory, it’s time to get practical. Here are five proven UGC script formats that follow direct response principles but still feel natural and authentic.
1. “5 reasons I love my new [Product]”
Hook: “I didn’t think I’d ever say this, but here are 5 reasons I’m obsessed with my new [Product].”
Body: Quick cut to each reason with on-screen text. Keep each reason to 3-5 seconds max.
- Reason #1: Saves me 10 minutes every morning
- Reason #2: Actually fits in my tiny bathroom
- Reason #3: Looks way more expensive than it is
- Reason #4: Super easy to clean
- Reason #5: My partner wants one now, too
CTA: “If you’re on the fence, grab one now, seriously, you’ll thank me later.”
Why it works: Lists are scannable and give multiple reasons to buy. Even if one benefit doesn’t resonate, another will.
2. “Before & after transformation”
Hook: “This is what I used to deal with every single day… and here’s what it looks like now.”
Body: Show the messy, frustrating, or annoying problem first. Let it sit for a beat so viewers feel it. Then cut to the product solving it beautifully.
CTA: “It literally changed the game for me. Link in bio.”
Why it works: Visual proof is incredibly powerful. Seeing the transformation makes the benefit undeniable.
3. “I tried it so you don’t have to.”
Hook: “Okay, so I tested this thing out for a week to see if it actually works.”
Body: Share your honest reaction as you demo the features. Mention any unexpected benefits or pleasant surprises. Keep it real. If something wasn’t perfect, acknowledge it briefly, then pivot to why it’s still worth it.
CTA: “And honestly? It’s worth every cent. Don’t sleep on this one.”
Why it works: The “guinea pig” angle builds trust. You’re doing the research for them.
4. “Unboxing + first impressions”
Hook: “Let’s unbox this together because I’ve been waiting all week for this to arrive.”
Body: Show the packaging, texture, and setup process. Include live reactions (“Oh wow, this is softer than I expected” or “Wait, it’s way lighter than I thought”). These genuine moments are gold.
CTA: “First impression? I’m impressed. You need to try this.”
Why it works: Unboxing taps into anticipation and excitement. It’s also incredibly easy for creators to film.
5. “Day in the life with [Product]”
Hook: “Here’s what a normal day looks like for me – and how [Product] fits in.”
Body: POV-style clips throughout the day showing the product in use. Morning routine, at work, evening wind-down. Narrate how it makes each moment easier or better.
CTA: “Honestly, I can’t imagine my routine without it now.”
Why it works: It shows the product isn’t just a one-time use, it’s a lifestyle upgrade. Plus, POV content performs incredibly well on TikTok and Reels.
Common Mistakes To Avoid
Even with a solid script, there are a few pitfalls that can kill your UGC performance:
- Over-scripting: If your brief is too rigid, the creator will sound like they’re reading from a teleprompter. Give them the framework, but let them use their own words.
- Forgetting multiple hooks: The hook is your make-or-break moment. Always script at least 3-5 variations so you can test what resonates.
- Getting the length wrong: Too short (under 10 seconds) and you can’t build enough value. Too long (over 60 seconds) and people drop off. Aim for 15-45 seconds for most ecommerce products.
- Ignoring the CTA: Don’t assume people will figure out what to do next. Tell them explicitly: “Shop now,” “Grab yours before they sell out,” “Link in bio.”
- Focusing only on features: Remember: benefits over features. Don’t just say “It has a 20-hour battery life.” Say “I can go all weekend without charging it.”
Start Creating UGC That Converts
The best UGC scripts strike a balance between structure and freedom. They give creators a proven framework to work with (thanks to direct response copywriting principles), while still letting their authentic voice come through.
When you nail this balance, you get ads that feel real, build trust, and drive sales all at a fraction of the cost of traditional creative production.
If you want help writing scripts, emails, landing pages, or any other copy that actually converts, check out our ecommerce copywriting services. We’ve spent years writing for brands just like yours, and we know what works.
Now go brief some creators and watch your ROAS climb.