October 26, 2026
Before filming, it's crucial to thoroughly read the brief. Most briefs include the product, key messages, do's and don'ts, and a deadline. A common mistake for beginners is trying to include every key message in a single short video; instead, focus on the most important one.
Always reply to the brief with four essential questions: where will the ad run (on their page, as paid ads, or both), do they require raw footage or just the finished edit, how many hooks do they want to test, and how many rounds of changes are included. Aim for one or two rounds of changes in writing to avoid endless revisions.
Be cautious if a brand asks you to film a full video as a test before an agreement, or to pay for the product and be reimbursed later. Real brands send the product first and agree to terms, ensuring you don't take on unnecessary risk.
Almost every UGC video can follow a five-part script structure. Start with a hook in the first two seconds, designed solely to stop the scroll, not to explain anything.
Next, introduce the problem statement in one sentence, addressing something the viewer is likely already annoyed about. This is followed by the product introduction, explaining what it is and how it solves the identified problem.
Provide proof by showing the product working on camera, such as a before and after, a texture shot, or the actual result. Finally, include a clear call to action, or 'the ask,' telling the viewer what to do next, based on the brief's instructions. Keep the script concise, as 20 seconds passes quickly.
To film quickly, set up your phone on a tripod vertically and at eye level, with a window in front for natural light. Use the back camera for sharper quality. Prioritize sound over light; if you don't have a mic, film closer to the phone or in a room with soft furnishings to absorb sound.
Begin by filming the A-roll (talking parts), capturing each line as its own clip with three or four takes. If you make a mistake, only re-film that specific line. Then, film all three hooks consecutively while your energy is high.
After A-roll, film all B-roll (everything that isn't your face talking), such as hands opening a box, product shots, and usage. Film more B-roll than you think you'll need to provide options for editing and to make the ad feel fast. Always include three key B-roll shots: the product held next to your face, a close-up where the label is readable, and the product actively being used.
Remember that the camera diminishes energy, so what feels slightly exaggerated in person will appear natural on screen. If you feel normal while filming, you might look flat on camera.
To avoid spending an entire weekend editing, use a tool like CapCut. Cut every pause, breath, and 'umm' to keep the video concise and engaging. Every second matters.
Cover A-roll clips with B-roll frequently; something on screen should change every two to three seconds to maintain viewer interest. Always include captions, making them big, easy to read, and positioned away from the bottom of the video, as many people watch with sound off.
Avoid adding music unless specifically requested by the brand, as they typically add their own copyright-free music. Music without proper rights can lead to the ad being taken down. After editing, export different versions for each hook, ensuring they are clearly named.
Before sending, watch each video with the sound off, as if you were a stranger scrolling. If you swipe away in the first two seconds, the hook needs more work.
Always deliver videos in a shared folder, not as email attachments. Include the final, clearly labeled edits, and any raw footage if agreed upon. Send a concise message to the brand, outlining the different hooks and confirming your availability for one or two rounds of revisions.
Crucially, send the invoice at the same time as delivery, not later. For new brands, consider requesting half payment upfront and the remainder upon delivery. Do not hesitate to invoice; it's simply paperwork for an agreed-upon price.
If a brand requests changes, make them quickly without arguing. For example, if they want the product in the first frame, use your ample B-roll to accommodate the request. The first ad secures payment, but how you handle delivery and revisions determines future opportunities.
To hone your skills, create a practice ad this week using a product you already own. Invent a brief with a product, one key message, a 20-second length, and a deadline. Follow the five-part script, film talking parts first, then hooks, then B-roll, all in one sitting. Edit everything in one evening and export three versions.
This practice ad is excellent for your portfolio, demonstrating to brands exactly what they can expect from you. When reviewing your first ad, you'll likely notice common issues: a hook that takes too long, explaining instead of showing the product, and unnoticed pauses. Focus on fixing these three areas in your next attempt.
For homework, practice writing three hooks. This is a crucial skill often overlooked but highly valued by brands. The speaker notes that while filming is the easiest part, managing briefs, agreements, contracts, and payments can be time-consuming, which is why they use Roster for these administrative tasks.