UGC-style video: make the story feel like a conversation

Begin with the viewer’s situation

Write down the moment when someone would care about the product. A broad benefit such as saving time becomes easier to understand when it is attached to a task, a frustration or a decision.

That situation gives the opening a point of view. Instead of introducing every feature, show the audience the one problem this video intends to solve. The rest of the script should build on that promise.

Choose the right presenter for the idea

Consider the tone and context the video needs. A founder walkthrough, a customer story, a creator demonstration and an AI-presented explainer are different formats with different expectations.

Describe the presenter honestly. Label synthetic presentation clearly and use approved likenesses, voices and source material. A planned creative example should remain recognisable as an example, rather than being presented as an actual customer experience.

Show the product doing something

A demonstration helps connect the spoken promise to something visible. Choose a small sequence that the viewer can follow: the starting situation, the action and the resulting change.

For software, use accurate interface recordings or approved screens. For physical products, use clear references for details that must remain consistent. The demonstration should support the claim without asking the audience to fill in missing steps.

Write for speech and the small screen

Read the script aloud. Replace long sentences with phrases that a person could say comfortably, and give each sentence one purpose. Keep important on-screen text short enough to read while the video continues.

Plan captions, framing and safe placement for the intended channel. Review the draft on a phone with the sound off, then listen without watching. Each pass reveals a different kind of clarity problem.

Finish with one next step

The ending should follow naturally from the story. A viewer who has just seen a specific use case might need a product demonstration, a relevant landing page or an invitation to learn more.

Create variations around meaningful changes such as a different problem, presenter or opening. Keep a record of the idea behind each version so campaign learning can inform the next round of creative work.