We decide which UGC concepts to film first by ranking each idea on business impact and how fast we can produce it, then filming the highest-impact, lowest-friction concepts in the first batch.
In practice, we start by locking the “job” of the videos: are they meant to get cold viewers to stop scrolling (paid ads), warm leads to trust you (organic social), or shoppers to buy (Amazon and product pages)? Once that’s clear, we build a short list of concepts tied to your offer and your biggest objections, then we pick the first shoots based on what will move results soonest with the least production drag. If you want help building the full concept list and shoot plan, our UGC video services are built around quick concept cycles and clean deliverables.
How we score concepts before filming
We use a simple scoring sheet so decisions don’t turn into opinions. Each concept gets a 1 to 5 score in the areas below, then we film the top few that also share locations, props, or talking points so one shoot day creates multiple videos.
| Factor | What we look for | Score high when |
|---|---|---|
| Buyer intent match | Does it answer what people need right before they book or buy? | It targets one clear problem, outcome, or use case. |
| Hook strength | Can the first 1 to 2 seconds stop the scroll? | The opening is visual, specific, and instantly relatable. |
| Proof available | Can we show evidence, not just talk? | We can show results, a demo, reviews, credentials, or process footage. |
| Production speed | How fast can we shoot and edit it well? | Simple setup, minimal locations, repeatable framing. |
| Variation potential | Can we make multiple versions from one idea? | We can swap hooks, captions, and endings without reshooting everything. |
What typically gets filmed first (and why)
For most brands, the first filming block focuses on concepts that do three things: name the problem, show the solution, and add proof fast. That tends to outperform “pretty” content early because it answers the viewer’s doubt and gives them a next step.
- High-intent problem solves: “If you’re dealing with X, here’s the fix.” Great for home services and healthcare because it matches what people search and ask on the phone.
- Objection killers: price, pain, downtime, mess, risk, “will this work for me?” These usually unlock conversions quickly.
- Demo plus outcome: show the product or service in action, then show the result or the before-and-after.
- Proof-first clips: review overlays, quick case snapshots, “what to expect” walkthroughs, and behind-the-scenes that show you’re legit.
Orlando example: a pest control company might start with “Why you’re seeing ants again after rain” plus a quick treatment walkthrough, while a dental practice might start with “What a same-day crown appointment is actually like” filmed as a calm, step-by-step POV. For regulated categories, we keep claims tight and avoid anything that sounds like a guaranteed outcome.
If these videos will run as ads, we also plan the first batch around testing: multiple hooks, two to three angles, and a few different CTAs, then we keep the winners and replace the ones that drop off. That testing loop pairs well with our PPC management when you want UGC and ad delivery working together.
A simple first-batch recipe you can use
If you have 10 concepts and only time to film 4, pick 2 that hit the biggest buyer objections, 1 that is a clean demo, and 1 that is pure proof. Build two hook options for each so you leave the shoot with 8 usable opens. If you want the structure we use to map hooks and proof into a tight script, see the best structure for a UGC ad.
After launch, pick your next filming order by what the numbers tell you: hook rate, hold time, clicks, and cost per result. When you track those, you stop guessing and you start filming what actually moves the needle. Our breakdown of what to watch is in UGC ad metrics that matter.
