UGC script template: the 5-beat structure and 6 examples by format
A UGC script turns one angle of your brief into one video. Use five beats (hook, problem, demo, proof, call to action), each written as a shot, a line and on-screen text. A 2021 TikTok For Business tip sheet recommended 21 to 34 seconds for In-Feed ads (TikTok's current best-practice page gives no length); Meta suggests 15 seconds or less for mobile video ads. So write a 30-second version and a 15-second cut. Below: the template, six illustrative UGC script examples, other script structures, the common mistakes and a checklist.
Brief or script: which one do you need?
The UGC brief frames a campaign or a challenge: product, audience, key message, tone, rules, usage rights. The script takes one angle from it and lays out one video, second by second. One brief often leads to several scripts: one per angle, format or creator.
Write the brief first: if the key message does not fit in one sentence, no script will fix it. The script fixes the order and the facts; creators say the lines in their own words.
The five beats of a UGC script
TikTok's creative guidance sums up the structure in one sentence: have a hook, highlight your unique selling points, and end with a clear call to action. This template splits the middle into three beats (problem, demo, proof), which gives five.
| Beat | Its job | Timing in a 30 s video | What to write down |
|---|---|---|---|
| Hook | Stop the scroll, say who it is for | 0 to 3 s | First line, image and overlay |
| Problem | A situation the viewer recognises | 3 to 8 s | One concrete moment |
| Demo | The product in real use | 8 to 20 s | The exact action or screen to film |
| Proof | Make the promise believable | 20 to 26 s | A visible result or a documented fact |
| Call to action | One next step | 26 to 30 s | One action, matching the landing page |
These timings are a working guide, not a rule. TikTok's help center gives two markers: introduce your content proposition in the first 3 seconds, and prioritise your hook in the first 6 seconds. Openers to adapt are in our guide to UGC hooks; the shapes each beat can take are in UGC video formats.
Source: TikTok Ads Help, creative best practices for performance ads (last updated June 2025). Checked October 2026.
The UGC script template to copy
One block per video. Replace the brackets, keep one line per beat.
SCRIPT [no.] · [product] · [angle] · [platform] · [length] KEY MESSAGE: [one sentence, taken from the brief] SETUP: [face cam / screen recording / voice-over / hands only] HOOK (0 to 3 s) · Shot: [ ] · Line: [ ] · On screen: [ ] PROBLEM (3 to 8 s) · Shot: [ ] · Line: [ ] · On screen: [ ] DEMO (8 to 20 s) · Shot: [ ] · Line: [ ] · On screen: [ ] PROOF (20 to 26 s) · Shot: [ ] · Line: [ ] · On screen: [ ] CTA (26 to 30 s) · Shot: [ ] · Line: [ ] · On screen: [ ] SAY EXACTLY: [product name, price, legal mentions] DO NOT SAY: [claims you cannot back up, competitor names] DISCLOSURE: [ad label, said and shown] ALTERNATIVE HOOKS: [two more first lines]
Write each line as the meaning to convey. "Say exactly" protects the facts you have checked, "Do not say" lists the claims you cannot back up, and the disclosure line puts the ad label in the script itself.
How long should a UGC script be?
Platforms accept long videos. Their advertising guidance points to short ones.
| Platform | Maximum length | What the platform advises |
|---|---|---|
| TikTok In-Feed ads | Up to 10 minutes for non-Spark ads; no restriction for Spark Ads | 21 to 34 seconds, in a TikTok For Business tip sheet based on 2021 research |
| Meta video ads (Facebook, Instagram) | Reels ads: 0 seconds to 15 minutes | Deliver the message in 15 seconds or less; make it work without sound |
| Instagram Reels, organic | 20 minutes | Reels over 3 minutes are not recommended to new audiences |
| YouTube Shorts | 3 minutes, for videos uploaded from 15 October 2024 | No length advice on the help page |
A workable rule: write the five-beat script for 25 to 30 seconds, inside the range of TikTok's 2021 tip sheet, then cut a 15-second version for Meta that keeps the hook, the demo and the call to action. Time it aloud; if it runs long, cut a sentence rather than asking the creator to talk faster.
On-screen text has its own limits. TikTok recommends displaying 5 to 10 words per second when using text. Meta's Reels ads guide asks you to keep at least 14% at the top, 35% at the bottom and 6% on the sides free of text and logos. In an undated article, Meta reports that captions increased video view duration by 12% on average in its internal tests: write the on-screen column for a viewer with the sound off.
Sources: TikTok, In-Feed ads specs (last updated June 2026), TikTok For Business, 7 top tips (data May to July 2021), Meta, video ads for mobile (no date shown), Meta Ads Guide, Instagram Reels, Instagram, Reels, TikTok, creative best practices, YouTube Help, three-minute Shorts. Checked October 2026.
Six UGC script examples, by format
These are illustrative templates for fictional products, not real campaigns or results. Replace the brackets with your own facts.
1. Mobile app: problem and solution (30 s, TikTok and Reels)
Face cam and screen recording, for a fictional meal-planning app. See also UGC for mobile apps.
| Beat | Shot | Line | On screen |
|---|---|---|---|
| Hook, 0 to 3 s | At an open fridge, phone in hand | "7 pm and I still don't know what we're eating." | 7 pm. No plan. |
| Problem, 3 to 8 s | Half-empty shelves | "Every night: twenty minutes of recipes, then pasta again." | Pasta, again |
| Demo, 8 to 20 s | Screen: three ingredients typed, recipes appear | "I type what's left, [App] finds recipes with just that." | Type what you have |
| Proof, 20 to 26 s | The finished plate, first bite | "Dinner, from leftovers." Then [a fact you can document]. | [documented fact] |
| CTA, 26 to 30 s | Face cam, store page on the phone | "[App], on the App Store and Google Play." | [App] · iOS and Android |
The 15-second cut for Meta ads. Script 1 cut to three beats, readable with the sound off.
| Beat | Shot | Line | On screen |
|---|---|---|---|
| Hook, 0 to 3 s | Same fridge shot | "7 pm, no idea what to cook?" | 7 pm. No plan? |
| Demo, 3 to 11 s | Ingredients in, recipe out | "Type what's left, [App] finds the recipe." | Type what you have |
| CTA, 11 to 15 s | The plate, store badges | "[App], on iOS and Android." | [App] |
2. B2B software: screen demo with face cam (30 s, TikTok; 15-second cut for Meta)
Green screen over a screen recording, fictional expense tool, demo workspace with fictional data. Setup tips: promoting software with creators.
| Beat | Shot | Line | On screen |
|---|---|---|---|
| Hook, 0 to 3 s | Spreadsheet full of red cells | "If you close the books every month, you know this file." | Month-end, again |
| Problem, 3 to 8 s | Rows marked "receipt missing" | "Missing receipts, three people to chase, deadline tomorrow." | Receipt missing |
| Demo, 8 to 20 s | A receipt photographed on a phone, then shown in the dashboard | "With [Software], the team snaps the receipt and it lands here, sorted." | Snap. Sorted. |
| Proof, 20 to 26 s | Month view, every line matched | "Month-end: nothing left to chase." | [customer result you may quote] |
| CTA, 26 to 30 s | Face cam | "Book a demo, the link is under the video." | Book a demo |
3. Online course: storytime with a lesson extract (30 s, TikTok)
A fictional spreadsheet course. The proof is what the course contains, never an income or career promise.
| Beat | Shot | Line | On screen |
|---|---|---|---|
| Hook, 0 to 3 s | Laptop, Monday circled on the calendar | "My Monday mornings went on one report." | Monday: one report |
| Problem, 3 to 8 s | Copy and paste between tabs, sped up | "Copy, paste, check, start over. Every week." | Every. Week. |
| Demo, 8 to 20 s | Lesson [3] applied to their own file | "Lesson [3] of [Course] shows this. I did it on my file." | Lesson [3]: [skill] |
| Proof, 20 to 26 s | Course page: syllabus and format | "Inside: [number] lessons, [format]." | [lessons] · [format] |
| CTA, 26 to 30 s | Face cam | "The course page is linked in my bio." | Link in bio |
4. Local service: POV (25 s, Instagram Reels)
A fictional bike repair shop with pick-up. Put the area on screen: local viewers need to know at once if the service reaches them. See UGC for small businesses.
| Beat | Shot | Line | On screen |
|---|---|---|---|
| Hook, 0 to 3 s | POV from the handlebars, flat tyre | "Flat tyre at 8 am, and a meeting across town." | 8 am. Flat. |
| Problem, 3 to 7 s | No tools in sight | "No pump, no time, no idea how to fix it." | Now what? |
| Demo, 7 to 17 s | Booking on the phone, a mechanic collects the bike | "I booked a pick-up with [Shop]. They came to the door." | Pick-up at your door |
| Proof, 17 to 22 s | Bike returned, creator rides off | "Back [turnaround], at the price shown when I booked." | [real price and turnaround] |
| CTA, 22 to 25 s | Outside the shop | "In [area]? Book on their site." | [Shop] · [area served] |
5. Physical product: test and result (30 s, TikTok)
A fictional insulated lunch box. The proof is one real measure, filmed in one take.
| Beat | Shot | Line | On screen |
|---|---|---|---|
| Hook, 0 to 3 s | Box opened at a desk, steam | "Packed at 7 am. Look at it now." | Packed at 7 am |
| Problem, 3 to 8 s | Cold leftovers, a queue at the microwave | "Lunch at work meant cold food or a queue." | Cold or queue |
| Demo, 8 to 18 s | Hands fill the box, close it, bag it | "Hot food in, lid shut, into my bag." | [capacity] |
| Proof, 18 to 26 s | Thermometer in the food, clock visible | "[Measured temperature] at [time]. One take." | [temperature, time] |
| CTA, 26 to 30 s | Product in hand | "[Product], link in my bio." | [Product] |
6. Software: answering an objection (30 s, TikTok and Reels)
Face cam and screen recording, for a fictional invoicing app for freelancers. The objection is the hook: say out loud the doubt that stops people from trying, then let the demo answer it. Film the setup in one take so the proof can be seen.
| Beat | Shot | Line | On screen |
|---|---|---|---|
| Hook, 0 to 3 s | Face cam, arms crossed | "Another app to set up? I said no too." | Another app? No thanks. |
| Problem, 3 to 8 s | Invoices in a folder, a spreadsheet open | "So I kept doing my invoices by hand, in a spreadsheet." | Invoices by hand |
| Demo, 8 to 20 s | Screen: account created, first invoice sent, timer running | "Here is the setup of [App], filmed without a cut." | Setup, no cuts |
| Proof, 20 to 26 s | Timer stopped, invoice in the sent folder | "[Real setup time], and the first invoice is sent." | [real time, filmed] |
| CTA, 26 to 30 s | Face cam | "Try [App], the link is in my bio." | [App] · link in bio |
Other UGC script structures
The five beats adapt to other formats. Five common structures, timed for a 30-second video; the formats themselves are described in UGC video formats.
| Structure | Beats and timings (30 s) | When to use it |
|---|---|---|
| Testimonial | Who I am (0 to 3 s), what I needed (3 to 8 s), how I use the product (8 to 20 s), what changed, shown (20 to 26 s), CTA (26 to 30 s) | The creator has really used the product and the change can be shown |
| Comparison | The two ways side by side (0 to 3 s), first criterion (3 to 12 s), second criterion (12 to 21 s), the verdict (21 to 26 s), CTA (26 to 30 s) | Compare with the old way (spreadsheet, paper, by hand) rather than a named competitor |
| Before and after | The after first (0 to 3 s), the before (3 to 8 s), the switch, product in use (8 to 20 s), the after again, same framing (20 to 26 s), CTA (26 to 30 s) | The change is visible on camera or on screen; no health or income promise |
| "3 reasons" list | The list announced (0 to 3 s), reason 1 (3 to 10 s), reason 2 (10 to 17 s), reason 3 (17 to 24 s), CTA (24 to 30 s) | The product has several distinct benefits, each one shown |
| Answering an objection | The objection said out loud (0 to 3 s), why it is fair (3 to 8 s), the demo that answers it (8 to 20 s), proof (20 to 26 s), CTA (26 to 30 s) | One doubt blocks the purchase: price, setup, learning curve (example 6) |
Common UGC script mistakes
- Writing a TV ad. Long sentences make creators sound like actors. Give the meaning, plus a few exact words.
- Opening on the logo. Open on the viewer's problem; the brand arrives with the demo.
- A demo that is not real use. Mock-ups and stock footage read as ads. Give creators access to the product before the shoot.
- Proof you cannot document. The FTC states that advertisers must have evidence to back up their claims and that consumer endorsements must reflect the typical experience of users. In France, article L121-2 of the Consumer Code treats false or misleading claims about a product's expected results as a deceptive practice. No income or health promises.
- Two calls to action. "Follow, comment, download": pick one.
- No disclosure. The FTC says a video disclosure belongs in the video itself, not only in the description, and that viewers notice it more in both audio and video. In France, law no. 2023-451 requires a clear, legible and comprehensible mention: "publicité", "collaboration commerciale" or an equivalent mention adapted to the format. Write it into the script.
Sources: FTC, Advertising FAQ's, FTC, Disclosures 101, Consumer Code, article L121-2 (in force since 28 May 2022), law no. 2023-451 of 9 June 2023, article 5-2 (in force since 8 November 2024). Checked October 2026.
Send access along with the script
A demo account, a trial or a sample, delivered before filming. A script for a product the creator has never used produces a reading, not a recommendation.
Checklist before sending a script
- One key message, taken from the brief.
- The hook says what the video is about within 3 seconds.
- Every claim in the proof beat can be documented.
- One call to action, matching where the viewer lands.
- The disclosure is said and shown.
- On-screen text stays inside the safe zone (Meta Reels ads: top 14%, bottom 35% and sides 6% left clear).
- Two alternative hooks for the same body.
- A 15-second cut for Meta (specs: UGC ads on TikTok and Meta).
- Usage rights agreed before filming: see UGC usage rights and whitelisting.
Where UGC Pocket fits
Our team builds the campaign and writes the video scripts, following the codes of the formats that work in your sector. It selects the creators and reviews each video. Creators publish on their own TikTok and Instagram accounts, declared in the app, and views are read from public statistics. Software, apps, services and training are the core target. Reuse of the videos in ads or on your site is defined in the commercial proposal. The price: from €2,000 per campaign, no subscription, price and terms set out in the commercial proposal. Nothing is billed by an AI agent or before acceptance.
It is not the right choice for a test of a few videos, raw files delivered fast, a physical product to unbox or a budget under €2,000, and other platforms also offer posting on the creator's account. The template above works with any per-video platform: compare them in our UGC pricing guide.
FAQ
What is a UGC script?
The beat-by-beat plan of one user-generated video: what the viewer sees, what the creator says and the text on screen, from the hook to the call to action. It comes after the brief.
Can several creators film the same script?
Yes. Each creator says the lines in their own words and films in their own setting, so the videos still differ. Keep the key message, the checked facts and the call to action identical; write a separate script when the angle or the format changes.
How long should a UGC script be?
A 2021 TikTok For Business tip sheet recommended 21 to 34 seconds for In-Feed ads (TikTok's current best-practice page gives no length); Meta suggests 15 seconds or less for mobile video ads. Write 25 to 30 seconds, then a 15-second cut with the hook, the demo and the call to action.
Should creators read a UGC script word for word?
No. Give the meaning of each line and let the creator phrase it. Keep word for word only the product name, the price, legal mentions, the disclosure and the claims you have checked.
How many hooks should I write per script?
Two or three for the same body. The rest of the script stays the same, so you can test openers without refilming the whole video.
Who writes the scripts on UGC Pocket?
Our team builds the campaign and writes the video scripts, following the codes of the formats that work in your sector, then selects the creators and reviews each video. The price is from €2,000 per campaign, no subscription, price and terms set out in the commercial proposal.