Never made a UGC video before? This is the most practical step-by-step guide available, from the moment you receive a brief to the moment you deliver the final file.
Making your first UGC video is intimidating. You have a brief, you have the product, and you have your phone. But you are staring at the camera wondering what to say and how to say it, how long to film for, whether you need to do anything complicated in the editing stage, and what file format to send when you are done.
The answer to almost all of those questions is simpler than you think. UGC video is designed to look unpolished. The best performing UGC videos are filmed in a kitchen, a bathroom, or a car. They are delivered by real people who sound like they are talking to a friend, not performing for an audience. Here is exactly how to make one.
Step 1: Read the brief properly before you do anything else
Before you pick up your phone or think about what you are going to say, read the brief twice. Most UGC creators make the mistake of skimming the brief, grabbing the product, and starting to film. This almost always results in content that misses the mark and requires a reshoot.
When reading the brief, note the following: the single key benefit they want you to highlight, any specific hook they have written for you to use or adapt, the tone they want (upbeat, calm, educational, relatable), the format (testimonial, unboxing, problem-solution), the required video length, any specific phrases or claims to include or avoid, and the deadline and file format they need.
If anything is unclear, ask before you film. A five-minute clarification call saves you two hours of reshoots.
Step 2: Set up your filming environment
You need three things: good light, clear audio, and an appropriate background. You do not need a professional ring light, a microphone, or a carefully designed set. What you need is a window and a quiet room.
Position yourself so the window is in front of you, not behind you. Light coming from behind you turns your face into a silhouette. Natural light from a window is the most flattering, most authentic-looking light available, and it is free. If you are filming in the evening, a £20 ring light positioned at eye level directly in front of you is sufficient.
For audio, the single biggest thing you can do is eliminate background noise. Turn off any fans, TVs, or music. Close the window if there is traffic. Wait until the washing machine finishes its cycle. The microphone on a modern smartphone is excellent, the problem is almost always background noise, not microphone quality.
For your background, choose something appropriate for the product. A clean wall, a tidy section of a room, or a relevant setting (a bathroom counter for skincare, a kitchen for food products) all work well. The background should add context, not distract.
Step 3: Write and practise your hook
The hook is the first three seconds of your video, and it is the most important part of the entire piece of content. If the hook does not stop someone from scrolling, nothing else matters.
A good UGC hook does one of four things: it asks a question the viewer is already asking themselves ('Does this actually work for sensitive skin?'), it makes a bold claim that creates curiosity ('I have been using this for 30 days and I need to talk about it'), it describes a relatable problem directly ('I used to spend 20 minutes on my skincare routine every morning'), or it starts mid-sentence as if you are already deep in conversation ('Okay so I finally tried this and I genuinely cannot believe how different it is').
Write out your hook before you film it. Say it out loud five times. Film three to five different versions of just the hook before you shoot the full video. The hook version that feels most natural and energetic is the one to build the full video around.
Step 4: Film multiple takes
Do not try to film your UGC video in one perfect take. Film five to ten takes of the full video. Give yourself permission to be imperfect. The takes where you stumble slightly, correct yourself, or laugh at something often produce the most authentic-feeling moments, and authenticity is what makes UGC work.
Between takes, stay in character. Do not reset completely and start again from the beginning as if you are recording a formal presentation. Keep the energy of the conversation going. The best UGC performances come from a state of relaxed engagement, not concentrated performance.
Step 5: Edit quickly in CapCut
Open your best three or four takes in CapCut. Trim the dead air from the beginning, cut everything before your hook lands. Cut any hesitations or stumbles that break the flow. Add auto-captions (essential for paid ads where most viewers watch without sound). Keep the total length under 60 seconds for most briefs, and under 30 seconds for hook-only deliverables.
Do not over-edit. Resist the temptation to add fancy transitions, colour grading, or animated text effects. These make UGC look produced, which reduces the authenticity that makes it effective. A clean cut, good captions, and a simple music bed if the brief asks for one, that is all you need.
Export in the highest quality available without a watermark. MP4 format at 1080x1920 (vertical) is the standard for most UGC briefs. Check the brief for any specific requirements before exporting.
Case Study: Jake Tilbury, UK UGC Creator
Jake Tilbury was a 24-year-old working in retail management in Leeds when he decided to try UGC creation in January 2024. He had no creative background, no video experience, and was filming on a Samsung Galaxy S21. His first video took him four hours to produce.
He committed to applying to ten briefs per week, taking every piece of feedback seriously, and improving one specific thing on each video. By month three he was earning £800 per month from UGC alongside his regular job. By month eight he had left his retail role. By month twelve he was earning consistently above £5,000 per month from UGC creation, working with brands across fitness supplements, household products, and tech accessories.
When asked what made the difference, Jake cited one thing above everything else: learning to write a strong hook. 'Once I figured out that the first three seconds is everything, my approval rate went from about 50% to over 85%. Every other skill is secondary to that one.'
Case Study: Jake Tilbury, UK UGC Creator