How To Create Effective UGC

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This is our last newsletter of the year. It's been a ride. More on that soon. We've got a lot of changes we're making in 2025. No, I'm not just saying that. We've been cooking. Our focus shifted. Our content is shifting. It's a new beginning for us. We've shed an old flesh and we're coming correct next year. But I'll share that next week with you guys. Until then, enjoy the last NL of the year.

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People want ads that don't feel like ads.

But our ad radars are dialed - and we’ll hit that skip button with a quickness.

So how do you create UGC that converts?

Check out Darya Denny’s formula for the perfect UGC video.

1. The Hook (3-6 variations)

Nothing else matters if you don't get someone's attention.

Balance doing something different, unexpected or eye-catching while making it relevant to what you are selling.

The hook can be both visual hooks and verbal hooks.

2. Problem Agitator

• Agitate the problem mentioned in the hook.

• Be relatable and build trust before presenting the solution.

The creator should feel like a trusted friend sharing their honest experience. In the Dieux Skin UGC video, the creator admits that one of the brand's products didn't work for her, establishing trust and authenticity before presenting the problem and solution.

Small, relatable moments can also help build trust. For example, the creator drops some fruits on the counter, making the scene feel less staged and more authentic.

3. Introduce Your Product Or Service As The Solution To The Agitated Problem

In the Dieux Skin TikTok video, the creator presents the brand's serum as the answer to her skincare concerns, highlighting its specific benefits and features, such as its ability to hydrate and plump the skin for acne-prone skin.

Darya also suggests mixing in additional modules like:

• Social proof

• Competitor comparisons

• How-to tutorials

• Shipping details

So to recap, the structure of UGC that performs is:

• An attention-grabbing hook

• Teasing or agitating the problem

• Introducing the product as a solution

• Hook Bank: Need more hook inspos? (LINK)

• Food for thought: should we move towards zero-click marketing. (LINK)

• Influence 101: The Art of Persuasion Hasn’t Changed in 2,000 Years. (LINK)

• Branded Book: by MSCHF - Pride & Prejudice by Jane Austen  but with “White Claw Hard Seltzer, Allbirds, Squarespace, Casper, Zola, Hilton, Quip, UPS, etc. (LINK)

• YouTube: How Cleo Abrams dominated YouTube in 1 year. (LINK)