ugc scripts: Scripting and Research Process for 6 and 7 Figure UGC Ad Creatives

ugc scripts: Learn how to create high-performing UGC ad creatives with a thorough research process, positioning phase, and script writing best practices. Boost your ad campaign results with this step-by-step guide.

October 22, 2024 at 11:24

Scripting and Research Process for 6 and 7 Figure UGC Ad Creatives

When it comes to creating high-performing UGC ad creatives, a thorough research process is essential. This involves understanding the business, audience, and client, and using a research center framework to structure the research process. In this article, we'll dive into the research phase, positioning phase, and provide a live example of an ad script.

Research Phase

The research phase is a critical component of creating effective UGC ad creatives. During this phase, you'll gather information about the business, audience, and client. Here's a step-by-step guide to follow:

  1. Research: Look into customer reviews, competitor reviews, and forums like Reddit, Cora, and Amazon to identify main desires, pain points, and reasons why customers buy a product.
  2. Product Research: Compile every single USP (unique selling proposition), mechanism, and product detail of the product.
  3. Persona Research: Identify the target audience through reviews, data from ads manager, post-purchase surveys, and Google analytics.
  4. Assemble all research components: why, what, who, and how to speak to the audience.

Positioning Phase

Once you've completed the research phase, it's time to decide how to speak to the audience. This involves considering five main market awareness levels:

  1. Unaware: Someone who is not actively aware of their own desire or problem. They may not even know what they want or need.
  2. Problem Aware: Someone who is aware of a problem or desire, but may not know how to solve it or achieve it.
  3. Solution Aware: Someone who is aware of a solution to a problem or desire, and is looking for a specific way to achieve it.

To position your audience, you need to identify which type of audience you are speaking to. For example, if you're speaking to an unaware audience, you would make them aware of a problem or opportunity they may not be aware of yet.

Live Example of an Ad Script

Here's an example of an ad script for a UGC ad campaign:

Headline: "Get the body you want in just 30 days"

Summary: "Say goodbye to unwanted fat and hello to a lean, toned physique. Our weight loss program is designed to help you achieve your fitness goals quickly and easily."

Image/Video: A before-and-after transformation photo or video showcasing the product's features.

Call-to-Action: "Start your weight loss journey today!"

Understanding Copy, Headline, and Script Writing for UGC Ads

When it comes to copy, headline, and script writing for UGC ads, there are three key components to keep in mind:

  1. Hook: A catchy phrase that grabs attention, used in static ads or video ads.
  2. Headline: A piece of text above or below the ad, used to grab attention.
  3. Ad Copy: The written content used in the ad to sell the product or service.

When writing ad copy and headlines, focus on getting people interested in the video and clicking on it. Use tonality tuning to read the script aloud and ensure it sounds genuine and organic. Provide bullet points to creators for flexibility and structure.

Best Practices for Script Writing

Here are some best practices to keep in mind when writing scripts for UGC ads:

  • Don't be an extortionist, paying creators for one project and then asking for multiple variations.
  • Design scripts with extractable sentences that can be used as hooks later on.
  • Use brick sentences in the script to make it easier to extract hooks.

Script Example

Here's an example of a script for a problem-aware ad:

Hook: "Are you going through menopause... or experiencing menopausal symptoms but haven't been diagnosed yet?"

Intro: "Woman in her 40s, if your body is saying you're in menopause..."

Calling out the audience: "If your body is saying you're in menopause..."

Problem-Aware Ad Script Structure

Here's a general structure to follow for problem-aware ad scripts:

  1. Hook: Grab the audience's attention with a hook that resonates with them.
  2. Intro: Set the scene and establish the problem.
  3. Problem: Twist the knife and highlight the pain points.
  4. Solution: Introduce the solution and its benefits.
  5. Benefits: Highlight the advantages of the solution.
  6. Outcome: Show the outcome of using the solution.
  7. Call-to-Action (CTA): Encourage the audience to take action.

Conclusion

Creating effective UGC ad creatives requires a thorough research process, positioning phase, and carefully crafted script. By following the guidelines outlined in this article, you can create ad scripts that resonate with your target audience and drive results. If you're an e-commerce brander or product owner interested in working with a paid ads partner on Meta, Google, or TikTok, book a call with the team at PID Advertising.com today.