UGC videos do not have to be fully scripted, but most perform best with a short script or outline plus room for the creator to freestyle so the delivery feels natural.
In practice, we use a “script-lite” approach: you give the creator the non-negotiables (key points, brand terms, offer details, and any required disclosures), and they improvise the wording, facial reactions, and pacing. That keeps your message consistent without turning the video into a stiff commercial.
Script vs freestyle: what to pick
| Approach | Best for | What you should provide | Common pitfalls |
|---|---|---|---|
| Full script (word for word) | Regulated or high-risk claims (healthcare, dental, legal), strict offer language, exact pricing, compliance disclaimers, tight 15 to 30 second ad cuts | Final script, on-screen text, pronunciation notes, do-not-say list, required disclosure language | Sounds “read,” lower trust, creator struggles to keep energy |
| Outline (talking points) | Most service businesses, demos, before-and-after, appointment booking, local proof content for Orlando and Central Florida | Hook options, 3 to 5 talking points, b-roll shot list, CTA, brand voice examples | Missed CTA, weak hook, too much rambling |
| Freestyle | Unboxings, reactions, trend formats, simple products, “day in the life,” quick testimonials | One-sentence goal, must-show product/service moments, guardrails on claims and competitors | Off-message, incorrect details, uneven pacing |
When you want dependable results (especially for ads), we usually recommend an outline with very clear guardrails. If you want help building a repeatable brief and matching the right creator style to your offer, our UGC production service covers the scripting level, shot planning, and deliverables so you are not guessing.
What we send creators so they can freestyle safely
If you give creators a blank slate, you will get a wide range of quality. A simple brief fixes that. For most local businesses, we keep it to one page with clear inputs:
- Goal: booked call, form fill, or store visit
- Audience: who you want (and who you do not)
- Must-say points: 3 to 5 bullets, plain language
- Must-show moments: product closeups, location signage, staff interaction, before-and-after
- Do-not-say list: medical promises, “guaranteed results,” misleading superlatives
- CTA: what to do next (call, book, text, claim offer)
- Disclosure: if paid, use a clear label like “paid partnership” or “#ad” in the caption and on-screen when needed
That last point matters in trust-heavy industries. If you are in dental, medical, or legal, clean claims and clear proof help you build E-E-A-T signals because the content looks like it came from real experience, not stock marketing.
A simple hybrid script that works
For a 20 to 35 second UGC video, we like this structure: hook (1 to 2 seconds), problem (3 to 5 seconds), your solution (8 to 12 seconds), proof (5 to 10 seconds), CTA (3 to 5 seconds). We often ask creators for two takes: one “tight” take that follows the outline closely, and one looser take that keeps the same points but sounds conversational. Then we pick the best lines in editing.
If the video is meant to live on social and drive leads fast, pairing UGC with paid distribution can multiply results. Our social media marketing service helps you run the winning clips as ads, test hooks, and avoid burning budget on videos that feel good but do not book.
If you tell us your platform (TikTok, Reels, YouTube Shorts, Amazon) and your offer, we can recommend the right scripting level and a creator brief you can reuse for the next 10 videos.
