Short answer
Ten formats come up again and again in UGC briefs: the testimonial, problem and solution, unboxing, product demo, before and after, reasons list, routine, reply to a comment, TikTok Shop showcase and faceless video. They differ in what carries the video (your opinion, a problem, the steps, a result), and every one opens on its hook within 2 to 3 seconds. For a portfolio, pick three that suit your niche and film them with products you own.
What makes a video UGC and not a regular ad?
A UGC ad is filmed like a customer would film it: a phone, a real room, one person talking to the camera or showing their hands. The brand runs it as an ad (or you post it), but it should look like something you'd post anyway. The formats below differ in what carries the video: your face and opinion, the problem, the packaging, the steps, the result or just your hands. (For the difference between customer UGC, paid UGC and influencer posts, see what UGC is.)
All ten examples on this page were written by us for made-up products, so you can copy the structure without copying anyone's work. Each has its anatomy (the beats of a 30-second cut, to the second), a sample script, a shot list and the mistakes that get videos sent back. The timing bars are our suggested split of a 30-second cut, drawn by UGCLive in October 2026; briefs often set their own. If you're just starting, read how to become a UGC creator first.
How is a testimonial UGC ad built?
You talk to the camera about a product you've used: what you were dealing with, what changed, and who you'd tell to buy it. It reads as a real customer talking, and it needs nothing but you, the product and a phone.
Fits: Skincare, supplements, apps, subscriptions, anything where the result takes days to show.
- 0–3s Hook. A strong opinion or result, said to camera in one breath.
- 3–10s Before. What you used before and what bugged you about it.
- 10–20s Proof. Show the product in use, one or two specifics you noticed.
- 20–26s Who it's for. Say who should try it, and one honest caveat.
- 26–30s Call to action. Where to get it, in the brand's words.
| Beat | Say | Show |
|---|---|---|
| Hook | I've been wearing the same deodorant for a month and I'm not going back. | Close-up of your face, natural light, product in hand. |
| Before | My old stick left white marks on every black T-shirt I own. | Hold up a black T-shirt. |
| Proof | This one clicks into a metal case, and the refill just slides in. | Hands: open the case, swap the refill, put it on. |
| Who it's for | If you hate plastic waste, try it. The scent is strong for the first minute, then fades. | Back to camera, relaxed. |
| Call to action | The starter case is linked below. | Case on the counter, label to camera. |
Shots to get
- Talking head at eye level, phone on a tripod
- Hands-only product close-up
- One prop that proves the 'before' (the T-shirt)
- The product on its own for the end card
Mistakes that get it sent back
- Opening with your name or "Hey guys"
- Reading the brand's claims word for word, so it sounds like an ad
- Claiming results you haven't had (the FTC says you can't talk about an experience you haven't had)
How is a problem and solution UGC ad built?
You open on a problem the viewer has right now, then show the product fixing it on camera. Brands use it for products that solve one clear annoyance.
Fits: Home and cleaning, kitchen gadgets, pet products, phone accessories.
- 0–3s Problem hook. Show the problem happening, with one line that names it.
- 3–8s Agitate. Why the usual fixes don't work.
- 8–22s Solution. The product in use, start to finish, in real time or close to it.
- 22–27s Result. The calm after: the problem gone.
- 27–30s Call to action. Name the product and where to get it.
| Beat | Say | Show |
|---|---|---|
| Problem hook | This is my dog during every single bath. | Dog trying to climb out of the tub (or a re-enactment with a towel). |
| Agitate | Treats last ten seconds. Holding him takes two people. | Throw a treat, it's gone. |
| Solution | Peanut butter on this mat, stick it to the tiles, and watch. | Spread, stick, dog licking while you rinse him. |
| Result | Whole bath. No escape attempts. | Wet, calm dog, towel. |
| Call to action | It's the suction lick mat, and it's linked here. | Mat in hand, close-up of the suction cups. |
Shots to get
- The problem in a wide shot so it reads in a second
- Close-up of the product's key part (suction cups)
- The 'after' from the same angle as the problem
Mistakes that get it sent back
- A problem that takes ten seconds to explain
- Cutting away before the product visibly works
- Faking a result you didn't get
How is an unboxing UGC ad built?
You open the package on camera and react to what's inside, then use it for the first time. Brands ask for it when the packaging or the 'first touch' is part of what they sell.
Fits: Beauty, fashion, subscription boxes, gifts, tech accessories.
- 0–2s Hook. The box in frame and one line that makes people wait for what's inside.
- 2–10s Open. Hands open it, slowly, with real sound.
- 10–22s First use. Try it right away and narrate what you notice.
- 22–28s Verdict. A first impression, clearly labelled as one.
- 28–30s Call to action. Where to find it.
| Beat | Say | Show |
|---|---|---|
| Hook | My friend swears this gives curls overnight with no heat. Let's see. | Box held up to camera. |
| Open | OK, it's softer than I expected. There's a little guide card too. | Hands: lid off, ribbon out, card to camera. |
| First use | You wrap damp hair around it from the middle out. That took about two minutes. | Time-lapse of wrapping, then the clips. |
| Verdict | Morning update in a second, but it's comfortable enough to sleep in. | Lying back on a pillow. |
| Call to action | It's linked if you want to try it with me. | Morning reveal: curls. |
Shots to get
- Top-down table shot for the unboxing
- Room sound on (tissue paper, the lid)
- A reveal shot from the same angle as the hook
Mistakes that get it sent back
- Long silences while you fight the tape
- Saying you love it before you've tried it
- Covering the logo with your hand
How is a product demo UGC ad built?
You show exactly how the product works, step by step, as if a friend asked. It's the format for products people don't understand from a photo.
Fits: Apps, kitchen tools, tech, beauty tools, anything with a setup.
- 0–3s Hook. The end result first: the thing the product lets you do.
- 3–24s Steps. Three steps, each a separate shot, each named on screen.
- 24–28s Payoff. Back to the end result, now earned.
- 28–30s Call to action. Download or buy, in the brand's words.
| Beat | Say | Show |
|---|---|---|
| Hook | This is how I know exactly what I can spend this weekend. | Phone screen: one number, "$84 left". |
| Steps | Step one, connect your bank. Two, it sorts last month for you. Three, pick what to save, and it shows what's left. | Screen recording, one step per cut, each labelled 1, 2, 3. |
| Payoff | Took me five minutes and I stopped checking my balance every day. | You, to camera, phone in hand. |
| Call to action | It's free to try, link below. | App icon on the home screen. |
Shots to get
- Clean screen recordings (notifications off, full battery)
- Hands with the phone for the real-life feel
- One talking-head line for trust
Mistakes that get it sent back
- More than three steps in 30 seconds
- A screen recording too small to read on a phone
- Skipping the end result in the first seconds
How is a before and after UGC ad built?
Two states of the same thing, shot the same way, with the product as the bridge. It's the most direct format and the one with the strictest honesty rules.
Fits: Cleaning, home organisation, hair, car care. Be careful with skincare and weight: results must be your own and typical.
- 0–3s Before. The worst angle, in plain light, with one line.
- 3–20s Process. The product working, sped up where it's slow.
- 20–26s After. Same angle, same light, same distance.
- 26–30s Call to action. Name it and where to get it.
| Beat | Say | Show |
|---|---|---|
| Before | I thought this grout was grey. It is not grey. | Tight shot of dark grout lines. |
| Process | You just draw over the lines. Leave it five minutes, wipe. | Drawing, a timer, the wipe (sped up). |
| After | That's one pen, one wall. | Same tight shot, now white lines. |
| Call to action | It's the grout pen in the link. | Pen next to the tiles. |
Shots to get
- Lock the phone on a tripod so before and after match
- Same lighting for both (no filter on one)
- A split screen for the end card
Mistakes that get it sent back
- Different light or angle in the after shot
- Filters or edits that change the result
- Results that aren't what most buyers would get
How is a 'reasons' list UGC ad built?
"3 reasons I switched to..." A numbered list gives viewers a reason to keep watching to the end. Brands like it for products with several small benefits instead of one big one.
Fits: Fashion basics, bags, water bottles, phone cases, subscriptions.
- 0–3s Hook. The number and the promise: "3 reasons this is my only bag now".
- 3–11s Reason 1. The strongest reason first, shown not told.
- 11–18s Reason 2. A different kind of reason (look, then practical).
- 18–26s Reason 3. The surprising one, saved for last.
- 26–30s Call to action. Where to get it.
| Beat | Say | Show |
|---|---|---|
| Hook | Three reasons this is the only bag I carry now. | Bag on, walking toward the camera. |
| Reason 1 | One: my phone, keys and a water bottle all fit, and it still sits flat. | Pack it on camera, side view. |
| Reason 2 | Two: it goes with everything I own. | Three quick outfit cuts. |
| Reason 3 | Three: there's a hidden pocket against your back. Pickpockets, good luck. | Unzip the back pocket. |
| Call to action | It's linked, it comes in four colours. | Bags laid out by colour. |
Shots to get
- A number on screen for each reason
- A different shot type per reason
- Movement in the hook (walking in)
Mistakes that get it sent back
- Five or more reasons in 30 seconds
- Three reasons that are the same reason
- Weakest reason first
How is a routine UGC ad built?
The product shows up inside a routine (morning, gym, work from home) instead of being the subject. It's softer selling, and brands use it for products that fit a lifestyle.
Fits: Wellness, food and drink, fitness gear, home office, sleep.
- 0–3s Hook. A time stamp or a relatable moment: "My 10 pm routine".
- 3–20s Routine. Four or five quick moments, the product in one or two of them.
- 20–27s Product moment. Slow down on the product and say why it's there.
- 27–30s Call to action. A light mention of where it's from.
| Beat | Say | Show |
|---|---|---|
| Hook | My wind-down routine since I stopped scrolling in bed. | Phone going face down on the nightstand at 10:02. |
| Routine | Tea, ten minutes of stretching, lights off. | Kettle, a stretch, the lamp switching off. |
| Product moment | And this mask with a sleep story playing. The headphones are flat, so I can sleep on my side. | Mask on, lying on your side. |
| Call to action | Linked if you want it. | Mask on the pillow in the morning. |
Shots to get
- Real locations from your own day
- Short clips, 2 to 3 seconds each
- One slower shot for the product
Mistakes that get it sent back
- The product only appears at the end
- A routine nobody really does
- Music so loud the voice is lost
How is a reply-to-a-comment UGC ad built?
You answer a question as if a viewer asked it, with the question on screen. It works because it looks like a conversation, not an ad. Only use a real comment you're allowed to show, or write the question yourself as text.
Fits: Products people have doubts about: fit, taste, setup, "does it really work".
- 0–3s The question. The question on screen, you reading it out.
- 3–22s The answer. Answer it on camera, with the product.
- 22–27s Honest note. One thing it isn't good for.
- 27–30s Call to action. Where to get it.
| Beat | Say | Show |
|---|---|---|
| The question | "Do those protein bars actually taste good or is it chalk?" | The question as on-screen text. |
| The answer | Fair question. Here's the peanut one, cold from the fridge. It's chewy, not chalky. | Unwrap, bite, close-up of the texture. |
| Honest note | The chocolate one is sweeter than I like. | Second flavour, a shrug. |
| Call to action | The variety box is linked. | Box on the counter. |
Shots to get
- The question as large text, readable in a second
- The product close to the lens
- A real reaction take, not the tenth one
Mistakes that get it sent back
- Showing someone's real comment and username without permission
- Not answering the question you put on screen
- Health claims (food and supplements have strict rules)
How is a TikTok Shop UGC video built?
A short, direct video that ends on the product link in the app. It's sold by commission (see UGC jobs for the affiliate rules), so the offer and the price matter more than in a brand-run ad.
Fits: Low-price products people buy on impulse: beauty, kitchen, gadgets, home.
- 0–2s Hook. The product doing its best trick, right away.
- 2–15s Use. Use it the way a buyer would, with the key detail.
- 15–24s Why now. The offer, the price, or the colours, as the shop listing states them.
- 24–30s Call to action. Point to the product link.
| Beat | Say | Show |
|---|---|---|
| Hook | Smoothie in my car. In my car. | Blending in the passenger seat. |
| Use | It charges by USB-C and does about a week of morning shakes for me. | Plug it in, then pour into the lid cup. |
| Why now | It comes in five colours and the price is on the listing. | Five blenders lined up. |
| Call to action | Tap the product link to grab one. | Point at the bottom of the screen. |
Shots to get
- The product's best moment in the first second
- Natural, handheld feel
- Clear view of the product for the link
Mistakes that get it sent back
- Saying a price or discount the listing doesn't show
- No product in the first second
- Forgetting the shop's own content rules
How is a faceless UGC ad built?
Hands, sound and the product, with a voiceover or none at all. It lets you do UGC without showing your face, and brands use it for products that look or sound good being used.
Fits: Stationery, food, beauty textures, cleaning, organising, desk setups.
- 0–3s Hook. A satisfying sound or a messy 'before'.
- 3–24s Process. One continuous task: fill, close, stack.
- 24–30s End frame. The finished result, held still, with the name on screen.
| Beat | Say | Show |
|---|---|---|
| Hook | (No voice: the click of a lid.) | Lid snapping shut, close to the lens. |
| Process | Voiceover, optional: "Sunday prep, five lunches, one stack." | Filling five containers, closing each lid, stacking in the fridge. |
| End frame | (No voice.) | Fridge door open on the stack, product name as text. |
Shots to get
- Top-down or side angle, fixed
- Real sound recorded close (or a clean voiceover)
- Clean surface and good light, since there's no face to carry it
Mistakes that get it sent back
- Background noise over the 'satisfying' sounds
- No text, so the viewer never learns what it is
- Hands in and out of frame without a plan
Which UGC formats fit which niche?
Start with the formats that show your niche's products at their most useful. These are our suggestions, with the thing that most often goes wrong in each niche.
| Niche | Formats to pitch | Watch out for |
|---|---|---|
| Skincare and beauty | Testimonial, unboxing, before and after | Results must be your own; no medical claims |
| Food, drink, supplements | Reply to a comment, routine, TikTok Shop | No health claims unless the brand supplies approved wording |
| Apps and software | Product demo, testimonial | Readable screen recordings; turn off notifications |
| Home, kitchen, cleaning | Problem and solution, before and after, faceless | Same angle and light for before and after |
| Fashion and accessories | Reasons list, unboxing, routine | Show fit and movement, not only flat lays |
| Pets | Problem and solution, routine | Never stage something unsafe for the animal |
| Fitness and wellness | Routine, testimonial | No promised results or body-change claims |
| Tech accessories | Product demo, unboxing, TikTok Shop | Show the exact model the brand sells |
How do you turn these into your own portfolio?
- Pick three formats for your niche
Use the table above. Three different formats show range better than three testimonials.
- Write each script before you film
Fill the beats with your own words in the script template. Start from a hook in the hook library if you're stuck on the first line.
- Film with products you own
You can't talk about an experience you haven't had, so use things you really use.
- Cut each to 15 and 30 seconds
Brands often ask for both. Keep the hook and the call to action; trim the middle.
- Put them on one page
Add the three videos to a UGC portfolio with your niches and contact, and send that link with every application.
Do you have to label UGC as an ad?
If you post it on your own account and the brand paid you or sent you free product, yes. The FTC's guide for influencers says to disclose any financial, employment, personal or family relationship with a brand, that free products count, and that in a video the disclosure should be in the video itself, ideally both said and shown on screen. Words like "ad" or "sponsored" are fine; a vague "thanks" or "ambassador" on its own isn't (FTC: Disclosures 101).
Videos the brand runs from its own account as ads are labelled by the ad platform. Ask the brand what it needs, and don't promise results in the script that the product can't back up.
What didn't we check?
- The timings are our suggested split of a 30-second cut, not a rule from any platform; briefs often set their own.
- We didn't measure which format performs best: that depends on the product, the audience and the ad account, and no platform publishes it.
- Rules for health, beauty and financial claims vary by country and platform. Follow the brand's approved wording.
