UGC ads examples by format
Most UGC ads that work follow a handful of formats. Below, each format is broken down into its structure, when to use it and what to put in the brief. The examples are written out as scripts, so you can adapt them to your product.
The testimonial
Best for: products that solve a clear, felt problem.
Structure: hook with the problem, a moment of doubt, the product, the result, a soft call to action.
Example script for a sleep supplement: "I used to wake up at 3am every night. I didn't think a supplement would change that. Two weeks in, I'm sleeping through. This is what I take."
Brief tip: ask for the creator's own words around three key messages, not a word for word script.
The unboxing and first impression
Best for: products with good packaging or a visible "wow" detail.
Structure: package in frame in the first second, open, one specific detail, honest reaction.
Example script for a kitchen knife set: "This just arrived. Okay, the weight of this. Look how it goes through a tomato."
Brief tip: ship the product in its retail packaging and say which detail must be shown.
The product demo
Best for: apps, gadgets and anything where "how it works" is the selling point.
Structure: the task, the product doing it in a few steps, the result on screen.
Example script for a budgeting app: "Here's how I see where my money went this month. I open the app, tap this, and there it is, by category."
Brief tip: for apps, ask for screen recording plus the creator's face in a corner, and list the screens to show.
Problem and solution
Best for: cold audiences who don't know your product yet.
Structure: a relatable problem acted out, then the product as the fix.
Example script for a lint remover: "Every black sweater I own looks like this. Then this thing. Ten seconds. Done."
Brief tip: keep claims honest and avoid before and after promises you can't support, especially for health and beauty.
Hook variations
Best for: scaling a winning ad.
Structure: one body video, three to five different opening lines filmed separately.
Example hooks for the same skincare video: "My dermatologist asked what I changed." "I stopped buying three products because of this one." "Don't buy this if you like spending an hour on skincare."
Brief tip: ask for hooks as separate files so your editors can swap them.
Side by side comparison
Best for: products that beat a common alternative.
Structure: the old way, the new way, the difference in one line.
Brief tip: compare against a generic alternative, never a named competitor's product.
Rights matter as much as the script
To run any of these as ads, the agreement needs paid ad rights for a set term, and whitelisting if you want to run them from the creator's handle. On UgcBoard you choose these in the brief and they are written into every agreement. See UGC ads licensed for paid social.
