Do UGC need a script?

We can all recognize when something is overly staged. When a video smells like advertising, we stop listening.
That's exactly why User Generated Content (UGC ) has become so powerful: it feels real, relatable and human.

But here's where a dilemma arises. Because if we let creators speak freely, important messages or features may never get mentioned. And if we give them too tight a script, we lose the authenticity that makes UGC valuable in the first place.

So what is the solution? A script - but not a script in the classic sense. A script for UGC is a framework that ensures that the company's core messages are communicated while giving creator the freedom to be themselves.

Example of a successful script: Download here

Why a script is necessary

As a business, you always have some key points that are important to get across:

• Maybe there is a specific feature that makes your product unique.

• Maybe you have a price or offer that needs to be mentioned.

• Maybe it's an experience or feeling you know converts that needs to be conveyed.

Without a script, the inclusion of these things is left to chance. And then you run the risk of the video being entertaining but ineffective. With a script, you set the direction so you don't lose sight of the business goal.

But the script must be open

The most important thing to understand is that a script for UGC should not be confused with an advertising script.
It's not about dictating word for word what creator should say. It's about providing a framework where creator can be authentic, believable and personal.

A good UGC is not perfect. It's not lit and sounded like a TV commercial. It's raw, honest and shot in real life. Creator must speak in their own language, use their own experiences and show the product in their own way.

This is where the magic happens: when brand messaging is combined with the sincere voice of a real person.

Real-life example

At Gogo, we made a script where we combined fixed elements with creator freedom.
There were three things we wanted to mention in the video - but we gave complete freedom to how it was said and how the product was shown.

The result? A 60% reduction in their CPI (Cost Per Install).
It wasn't because the video was technically perfect. On the contrary, it was informal and shot on a phone. But it was spot on: all the key points were delivered and the message felt 100% credible.

How do you build a good UGC?

A good script for UGC is simple and easy to follow. Here is a basic structure that can be used in most cases:

1. Hook (0-3 seconds)
   Grab attention quickly. A question, a provocative statement or a visual detail that makes people curious.

2. Problem → Solution → Value

   • Problem: "I always had a hard time..."

   • Solution: "Then I tried this product..."

   • Value: "It actually helped me to..."

3. Social proof
   Leave room for a personal experience: "I felt exactly the same" or "My friends were surprised too". This is where credibility is really built.

4. Call-to-Action
   Always end with a clear call to action: "Buy now", "Sign up", "Try it yourself today". The CTA should not be hidden - it should be clear.

The rest is up to the creator to color

Once the frame is set, let go. Creator know best how to speak to their target audience. Their tone, body language and spontaneous reactions are what make the video come alive.

Your job as a business is to make sure the messages are in place - not to take control of how they are delivered.

The big question

If you think UGC doesn't work, is it because the format is bad?
Or because you've forced a creator to make an ad instead of giving them a framework where they can be both honest and effective?

In the end, it's not about script or no script.
It's about finding the balance: a structure that ensures results - and a freedom that creates authenticity.