Scripts for UGC and ads: what a script needs for the video to sell
Many videos that underperform were lost before anyone hit record. The creator was good, the lighting was fine, the product was on screen. The script was the problem.
The hook: the first second
It is the first line and the first thing on screen. If it does not stop the scroll, the rest does not exist. A good hook says something your customer actually lives through, in their own words. “I tried five creams before this one” beats “introducing the new cream by such-and-such brand”: the first sounds like someone telling a story, the second like an ad.
The structure: problem and solution
After the hook comes the problem, told through a specific situation. Then the product, as the thing that solved it. Then proof: how it is used, what changed, what you can see. One idea per video. When a script tries to cover five benefits, nobody remembers any of them.
The CTA
Tell the viewer what to do, and make it one thing: tap the link, send a message, try it. Without a CTA the video entertains and does not sell.
The variations
A well-built script produces several videos. The same body with three different hooks and two CTAs gives you combinations to test in paid media and see which one performs, without reshooting everything. That is why our scripts come with hook and CTA variations.
Make it sound like a person
The rule we use: read it out loud. If it sounds like advertising, it gets rewritten. The script sets what to say and in what order; the final wording belongs to whoever records it, because they are the one who has to sound believable.
When to order just the scripts
If you already have someone to record — your team, your own creators, the brand's founder — you can order just the scripts. It also suits agencies that produce in-house and want the strategy part handled. And if you have nobody, we do everything: script, creator and editing.
If you are going to write them yourself, start with a solid brief.