# UGC Style — Format

> User-Generated Content style. Authentic, unpolished, native to social platforms. Non-actor feel.

## Format basics

- Length: 15s - 60s typically
- Aspect: 9:16 vertical (mostly)
- "Selfie" perspective
- Lo-fi aesthetic
- Real environments
- Conversational direct address

## What UGC is and isn't

### Is
- Phone-shot feeling
- Native to TikTok / Reels
- Casual voice
- Unscripted feel
- Real person aesthetic

### Isn't
- Studio-produced
- Polished cinematography
- Professional VO
- Formal staging

## Structure (TikTok-native)

```
0-3s    DIRECT HOOK
        "POV", "Did you know", "Wait, watch this"
        Eye contact with camera
        Casual setting

3-15s   SETUP / RELATING
        Personal story or observation
        "I always struggled with..."
        Building relatability

15-40s  PRODUCT INTRODUCTION
        "Then I tried..."
        Casual reveal
        Real reaction

40-55s  RESULT / WHY IT WORKS
        Specific benefits
        Real demonstration
        Authentic enthusiasm

55-60s  RECOMMEND + CTA
        "I'm putting the link in bio"
        Soft CTA
        Brand mentioned naturally
```

## Sample 60s UGC

```
TITLE: "Karavan Coffee — UGC by 'sarahbaku'"

[Shot vertical 9:16, selfie angle, kitchen behind]

CREATOR (in casual home clothing, slightly messy hair, direct to camera)
Okay so I have to talk about this coffee.

(0-3s)

CREATOR
For real, I'm not being paid. (laughs)

(3-8s — relatable opener)

CREATOR
I've been buying the cheap supermarket coffee for years because
honestly, who has time to be picky about coffee?

CUT TO B-ROLL (selfie-shot): Old coffee container in trash.

CREATOR (V.O.)
But my friend gave me this Karavan stuff for my birthday.

CUT BACK to creator (15-25s).

CREATOR (showing the bag to camera)
This. Bag. Changed. Things.

She holds the Karavan bag close to camera.

CREATOR (25-40s)
Okay so the first time I made it — *holds up cup* — I literally
stopped. I sat down at my kitchen table and just... drank it slow.
Like an old person. Like a coffee snob old person.

She laughs.

CREATOR (40-55s)
And now I subscribe to it. I get three bags a month for like 89 manat.
Which is honestly less than what I was spending on my old Starbucks
habit. (rolls eyes at past self)

CUT to her holding the Karavan box from the doorstep.

CREATOR (55-60s)
Anyway. Putting the link in my bio. Their site is karavan.az.
Try the 'Atlas' blend first.

She takes a sip, satisfied. Camera lingers.

ON SCREEN TEXT: "@sarahbaku — link in bio"
```

## Key principles

### Natural delivery
- Imperfect speech (umms, restarts)
- Personal asides
- Looking at camera
- No teleprompter feel

### Lo-fi production
- Phone camera
- Available light
- No professional audio (phone mic)
- Real environment (kitchen, car, bedroom)

### Authentic enthusiasm
- Discovery story
- Genuine reaction
- Specific moments
- Not over-the-top

### Native platform language
- "Watch this"
- "POV"
- "Real talk"
- "Not gonna lie"
- "Putting link in bio"

### Personal identity
- Creator's actual personality
- Their style of speaking
- Their environment
- Their brand of humor

## Sub-types

### Influencer UGC
- Influencer's personal voice
- Their audience trust
- Sponsored but native-feeling

### Customer UGC
- Real customer making content
- Brand reposts/amplifies
- Maximum authenticity

### Brand-created UGC
- Brand makes content that LOOKS like UGC
- Casts non-actor types
- Phones, real environments

### TikTok creator format
- Native to platform conventions
- Trending sounds
- Native effects
- Comment-driven follow-ups

## Common mistakes

- Too polished (loses UGC feel)
- Scripted-sounding
- Studio backgrounds (gives it away)
- Professional makeup/wardrobe
- Brand-y language
- Over-mentioning brand
- "Buy now" energy

## Casting

For brand UGC:
- Real-looking people, not models
- Diverse body types, ages, ethnicities
- Real personalities, not actors
- Allow improvisation

## Brand integration

- Mention brand naturally (not constantly)
- Show product in real use
- Real packaging visible
- "Link in bio" softer than "Buy now"

## Pairs well with

- TikTok / Reel campaigns
- Influencer marketing
- Conversion-focused (link in bio)
- Building social proof
- Native ad placements
