How to make a UGC video: a step-by-step guide
To make a great UGC video you don't need expensive gear or years of experience: you need a clear idea, a strong hook and a product shown in an authentic way. In this guide we'll walk through how to shoot an effective UGC video, even with just your smartphone, from the script to the edit.
1. What you really need
The strength of UGC is that it looks real: that's exactly why a smartphone is perfect. The essentials:
- A recent smartphone with a good front or rear camera.
- Soft light: natural light from a window or an inexpensive ring light.
- A lavalier microphone for clean audio — it's what separates an amateur video from a professional one.
- A tidy background that fits the product.
2. Writing the script
Even a "spontaneous" video starts from a structure. The most effective framework is hook → problem → solution → call to action:
- Hook: a line that grabs attention in the first few seconds.
- Problem: the need or frustration your audience recognizes.
- Solution: how the product solves it, shown in use.
- CTA: what to do now (try it, learn more, link in bio).
3. The hook: the first 3 seconds decide everything
In the feed, most viewers scroll past in a matter of seconds. The hook is the most important part of the video. A few examples that work:
"I stopped buying X after trying this." · "If you have this problem too, watch this." · "Nobody tells you this, but…"
It's worth shooting several different hooks for the same video: it's the best way to find out which angle converts best in your ads.
4. Shooting the video
- Vertical 9:16 format, built for TikTok, Reels and Shorts.
- Varied shots: alternate close-ups of the face with product details.
- Speak naturally, like talking to a friend: imperfection is a strength, not a flaw.
- Film multiple takes and some b-roll (hands using the product, packaging) so you have material to work with when editing.
5. Editing and captions
Editing sets the pace. Cut the pauses, keep the clips short and dynamic and — crucially — add captions: most videos are watched without sound. The length that converts best still sits around 10–15 seconds, though for testimonials you can go up to 30–60.
Golden rule: a short, real video with good audio beats a long, polished production. Authenticity beats perfection.
6. Mistakes to avoid
- Poor audio: it's the flaw that ruins a UGC video the most.
- A weak or slow hook: you lose the viewer in the first few seconds.
- Looking like an ad: if it feels too "commercial," it loses the power of UGC.
- A single version: without variants you can't test what works.
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