The best-performing UGC ad structure is a fast five-part flow: hook, problem, solution, proof, then a clear CTA that tells the viewer exactly what to do next.
Think of it like a mini sales conversation that fits inside a vertical video: stop the scroll, name a real pain point, show how it works, remove doubt, then give one simple next step. For most TikTok, Reels, and Shorts placements, we aim for 15 to 35 seconds with the “good stuff” front-loaded, because viewers decide quickly whether to keep watching.
Hook, problem, solution, proof, CTA (the structure we use)
| Section | What it needs to do | What to show or say | Common mistakes |
|---|---|---|---|
| Hook (0 to 2 seconds) | Stop the scroll with a clear angle | Start mid-action, show the result first, or call out the viewer directly (“If you’re in Orlando and…”). Put the product or service outcome on-screen right away, and use captions from the first frame. | Long intros, “Hi I’m…,” logos first, or vague hype with no payoff. |
| Problem (2 to 6 seconds) | Make the viewer feel understood | Name one specific frustration and make it visual. Example: a messy counter, a calendar with no appointments, a “before” clip, a screenshot of a missed call log. | Listing five problems, sounding like a commercial, or using claims you can’t back up. |
| Solution (6 to 18 seconds) | Show how your offer fixes the problem | Demonstrate the process in 2 to 3 steps. Use quick cuts, b-roll, and on-screen labels (Step 1, Step 2, Step 3). If it’s a service, show what the customer experience looks like (booking, arrival, what happens, what changes). | Explaining features without showing them, jargon, or hiding the “how” behind fluff. |
| Proof (18 to 28 seconds) | Remove doubt with something real | Use one proof type: a review snippet, a quick result (“booked in 24 hours”), a short testimonial line, a rating screenshot, or a simple before/after (when allowed). If you’re in a regulated category, keep proof factual and avoid promises. | Fake-looking testimonials, exaggerated outcomes, or sensitive “before/after” visuals in restricted health or appearance categories. |
| CTA (last 2 to 5 seconds) | Tell them what to do, once | One action that matches the landing page: “Get a quote,” “Book online,” “Call now,” or “See pricing.” Reinforce with on-screen text and a final product shot. | Multiple CTAs, vague “check it out,” or sending traffic to a page that does not match the video. |
Hook formulas that work in real UGC
We rotate hook angles as variations, then keep the rest of the script similar so you can see what actually drives view-through and clicks.
- Result-first: “This is the only thing that stopped the ants in our kitchen.” (show the result first)
- Call-out: “If you’re a busy parent in Lake Nona, this saves 10 minutes every morning.”
- Myth-buster: “I thought this was a scam until I tried it.”
- POV: “POV: you need a dentist appointment but you hate phone calls.”
- Quick demo: start with the most satisfying moment (spray, click, swipe, reveal, booking confirmation).
How we keep the “proof” section compliant (especially for healthcare, legal, and finance)
If the creator is compensated or received a free product, use an FTC-style disclosure that is easy to notice (for example, “Paid partnership” plus “#ad” in the caption). If your business is in healthcare, body/appearance, legal, or anything with sensitive claims, stay away from guarantees, unrealistic timelines, or dramatic transformations that can trigger ad rejections. If you want a quick checklist, our FAQ on UGC FTC disclosures covers what to include so the disclosure is obvious on mobile.
CTA tips that turn UGC views into leads
Match the CTA to the friction level. For Orlando service businesses, “Call now” or “Book online” often beats “Learn more” because the viewer already has intent. If you’re running this as a paid campaign, align the CTA with your tracking and landing page flow so your numbers are clean; our PPC services team typically pairs UGC creatives with a dedicated landing page and conversion tracking from day one.
If you want us to build this structure into a repeatable set of scripts and shot lists (so you can produce multiple variations quickly), that’s exactly what we do inside our UGC content creation work, including creator casting, editing for pacing and captions, and ad-ready exports.
Once your first few ads are live, judge “best structure” by performance, not opinions. Start with hooks and proof styles as your main variables, keep everything else steady, and track the basics like hook rate, CTR, and cost per lead; our FAQ on UGC ad metrics that matter breaks down what to watch so you can pick winners fast.
