Everything you need to know about scripting

Do UGC Videos Need a Script?

We all recognize it immediately when something feels overly staged. The moment a video smells like an ad, we stop listening.
That’s exactly why User Generated Content (UGC) has become so powerful: it feels real, relatable, and human.

But here’s the dilemma.
If you let creators speak completely freely, you risk missing key messages or product features.
If you give them a strict script, you lose the authenticity that makes UGC valuable in the first place.

So what’s the solution?
A script — but not a traditional script.
A UGC script is a framework. It ensures the brand’s core messages are communicated, while still giving the creator freedom to be themselves.

Why a Script Is Necessary

As a brand, you always have key points that matter:

• A specific feature that makes your product unique

• A price, offer, or benefit that must be mentioned

• A feeling or experience you know converts

Without a script, these essentials become optional — and you risk ending up with a video that’s entertaining but ineffective.
A script keeps the direction clear so the business goal doesn’t get lost.

But the Script Must Be Open

A UGC script must never be confused with a traditional commercial script.
It’s not about dictating every word.
It’s about providing a structure that allows the creator to be authentic, natural, and believable.

Great UGC isn’t perfect. It’s not lit like a studio or edited like a TV commercial.
It’s raw, honest, often shot on a phone — and that’s why it works.
Creators should speak their own language, use their own stories, and show the product in their own way.

This is where the magic happens: your message delivered in a real person’s voice.

Real-World Example

At Gogo, we created a script that combined fixed elements with full creative freedom.
There were three key points we wanted mentioned — everything else was up to the creator.

The result?
A 60% drop in CPI (Cost Per Install).
The video wasn’t technically perfect. It was casual and shot on a phone.
But it nailed the essentials and felt 100% authentic.

How to Build a Good UGC Script

A strong UGC script is simple. Here’s a structure that works for most videos:

1. Hook (0–3 seconds)

Grab attention instantly with:

• A question

• A surprising statement

• A visual that sparks curiosity

2. Problem → Solution → Value

Problem: “I always struggled with…”
Solution: “Then I tried this product…”
Value: “And it actually helped me to…”

3. Social Proof

Let the creator add personality and trust:

• “I felt the same way”

• “My friends were shocked at the difference”

4. Call-to-Action

Always end with a clear CTA:

• “Try it yourself”

• “Sign up now”

• “Get it here”

Don’t hide the CTA — be direct.

Then Step Back — Let the Creator Bring It to Life

Once the framework is set, let the creator take over.
They know their tone, audience, and style best. Their expressions, energy, and natural phrasing are what make the video believable.

Your job: make sure key messages are included.
Their job: make it human.

The Big Question

If someone thinks UGC “doesn’t work,” is it the format that’s the problem?
Or did they force a creator into making a traditional ad instead of giving them a structured but flexible framework?

In the end, the solution isn’t “script” or “no script.”
It’s balance:
A structure that ensures results, and freedom that ensures authenticity.