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How to write a UGC ad script (10-second template)

A UGC ad script is shorter than most people expect. Ten seconds holds about 20 spoken words at most, and a good 10-second ad usually uses fewer, because the product needs time on screen as well. Writing one is mostly deciding what to leave out.

The word budget

People speaking naturally say roughly two to three words a second. Leave room for the action and you get:

Read the script aloud with a timer. If you have to rush, cut words; don't speed up.

For scale, these two five-second clips say 11 words and 5 words: "I only came out for a walk, obviously I got matcha." and "Guys, I'm ready to go."

Matcha with a view. An AI-generated UGC ad: a creator sips an iced matcha on a Paris street.
One coat, ready to go. An AI-generated UGC ad: a creator brushes on mascara at a bathroom mirror before heading out.

The structure: hook, show, close

  1. Hook (0 to 3 seconds). The reason to keep watching: a problem, a question, a reaction or an action already under way. 30 UGC ad hooks has openers to adapt.
  2. Show (3 to 7 seconds). The product doing the one thing this ad is about. The words describe what we see, or what the viewer gets from it.
  3. Close (7 to 10 seconds). The product clearly in view, with a short line or none at all. The call to action can live in a caption or the platform's own button rather than the dialogue.

A 10-second script template

HOOK (0–3 s)
Action: [the creator does something with the product at once]
Line: "[6–8 words: the problem, question or reaction]"

SHOW (3–7 s)
Action: [the one demonstration, close enough to see]
Line: "[6–10 words: what it does, in plain words]"

CLOSE (7–10 s)
Action: [the product held still, label to camera]
Line: none, or "[2–4 words]"
Caption or button: [the offer or next step, if any]

Three examples

All three products are fictional. Every line only works if it's true of your product.

A leak-proof travel mug

HOOK: drops the mug into an open tote bag.
"Coffee in my bag? Watch this."
SHOW: tips the bag upside down and gives it a shake.
"Lid locked. Not a single drop."
CLOSE: lifts the mug out, label to camera. No line.

Twelve words. The line describes the action. For an AI version, use only a substantiated leak-proof claim: a generated demonstration is not evidence that a real mug passed that test.

A folding phone stand

HOOK: pulls something flat out of a jacket pocket.
"This is a phone stand. Really."
SHOW: unfolds it in one movement, sets a phone in it.
"Folds flat, opens in a second."
CLOSE: phone upright on a café table. "That's it."

A matcha starter kit

HOOK: sets the whisk and tin down on a kitchen counter.
"Café matcha, without the café."
SHOW: whisks a bowl until it foams.
"Two scoops, hot water, whisk. Done."
CLOSE: lifts the bowl toward the camera. No line.

Rules for UGC lines

Stretching to 15 or 30 seconds

Don't stretch the sentences; add beats. A 30-second script is three or four short sections: hook, problem, demonstration, a second detail, close. For AI video, give each beat its own timed stage. Seedance 2.5 in fairytale video can render the full 4–30 second plan in one video; if you need longer, assemble separate clips in an editor.

From script to video

For a real creator, the script goes into the brief; how to make UGC videos has a template. For an AI video, it becomes the timed plan, with the action, camera and exact line for each stage, as in the AI video ad prompt template.

Scripts in fairytale video

In fairytale video the script lives in two fields: the description of the ad and the Exact spoken lines, which are sent to the video model as approved dialogue (leave them blank for no dialogue and check the generated speech before posting). Write it for me drafts both from your product and references as a starting point. It doesn't invent prices, offers or claims, and words you delete aren't drafted back. For each video, the studio turns the script into a timed plan before it generates anything.