User-generated content (UGC) is video that feels like it was made by a real customer rather than a brand. It works because it is relatable. UGC production works best when each video has one message, one audience problem, one product role and one clear action.
The four-part UGC brief
- One message: the single thing the viewer should remember.
- One audience problem: the frustration or need the product solves.
- One product role: exactly how the product fixes that problem.
- One clear action: what the viewer should do next.
If a video tries to say three things, it usually says none of them well.
Common UGC formats
- Problem and solution: show the problem, then the product solving it.
- Unboxing: first impressions and packaging.
- Testimonial: a direct-to-camera review.
- Demonstration: how to use the product, step by step.
- Before and after: visible results where appropriate and honest.
- Day in the life: the product used naturally in a routine.
Write hooks for every video
The first two seconds decide whether someone scrolls past. Write several hook options for each concept and film them all; brands often test different hooks on the same video.
Keep it natural, but clean
UGC should feel authentic, not amateur. Use soft continuous light that preserves the natural feel of the room, keep audio clear and make sure the product is in focus and well lit. Styled sets help because they look like real, attractive spaces rather than studios.
Film in vertical
Most UGC is for TikTok, Instagram Reels and paid social, so shoot 9:16 vertical. Keep important content away from the top and bottom of the frame, where platform buttons and captions sit.
Shoot variations
For each concept, capture:
- Several hook options
- Two or three call-to-action lines
- Product close-ups and B-roll
- Different settings or outfits for variety
This gives the editor and the brand far more to work with from a single session.
What to bring
- The product, with clean duplicates
- The brand’s brief and talking points
- Phone or camera, charged, with a mount
- Microphone for spoken pieces
- Outfits suited to the target audience
Ready to book?
Nottingham Content Studio is a 650 sq ft styled content studio at 9 High Street, Hucknall, from £40 per hour. Check live availability or talk to AOU about the right level of support for your shoot.