A UGC video feels authentic when it looks and sounds like a real person sharing a real experience in their own words, not a brand reading a polished script.
Authentic UGC usually has three things: a believable situation (where someone would actually use it), a human point of view (why they cared, what changed), and natural delivery (normal pacing, normal language, tiny imperfections that feel real). It can still be high quality, clean audio, clear framing, readable captions, but it should not feel over-produced or overly “salesy.”
What “authentic” looks like on camera
| Feels authentic | Feels like an ad |
|---|---|
| Starts with a real problem or moment (“My teeth sensitivity got worse when…”, “We kept seeing roaches after rain…”) | Starts with brand slogans, big claims, or “Hi guys, today I’m partnering with…” |
| Creator talks like they normally talk, with simple words and honest tone | Perfectly memorized lines, stiff delivery, or marketing buzzwords |
| Shows the product doing one specific job, in a normal setting (bathroom mirror, kitchen counter, garage) | Product beauty shots with no context, stock-like scenes, or “floating” close-ups only |
| Mentions a small tradeoff or realistic detail (“It took me two tries to get the angle right”) | “Works instantly,” “best ever,” “guaranteed,” or results that sound too perfect |
| CTA feels like a natural next step (“If you’re dealing with this, check it out”) | Hard-sell CTA repeated, discount shouting, or “buy now” vibe from second one |
The opening matters most. If your first 2 to 3 seconds feel like a friend telling you something useful, viewers stay. If your opener reads like a script, they swipe. We break down hook options in plain English on our FAQ about what a hook is and why it matters in UGC videos.
How to brief a creator without killing the vibe
Instead of handing a full script, give boundaries and let the creator speak naturally. Here’s a simple brief format we use with local Orlando businesses (dentists, law firms, pest control, home services) so the video still sounds human:
- One sentence: what the viewer is struggling with (pain point).
- One sentence: what you want them to try or learn (the “aha” moment).
- 3 to 5 talking points (not exact lines), including one real detail only customers know.
- What to show on screen (hands using it, before-and-after, proof, the process).
- One CTA option that matches your goal (book, call, get a quote, shop).
Authentic does not mean “no rules.” It means the rules are invisible. We want the creator to hit the points while still sounding like themselves, with natural pauses and a bit of personality.
Don’t fake authenticity, be transparent
Nothing destroys trust faster than trying to hide that something is sponsored. If a creator was paid or got a free product, the disclosure needs to be easy to notice (for example, #ad or a platform disclosure label). If you want the compliance side spelled out, our FAQ on UGC FTC disclosures (like #ad) covers what most brands miss.
If you want this handled end-to-end, our UGC content creation service covers creator matching, briefs, filming, edits, and variations that still feel natural.
And if you’re running these videos as organic posts plus paid social (which is where UGC usually shines), our social media marketing service helps you pick the right placements, rotate creatives, and keep the message consistent without turning every post into an ad.
