# How to make UGC ads > Brief a creator or customer, get a phone-shot video in four beats, edit it with captions and test three openings. Steps, a rupee budget and the rules to follow. - **Author**: Marxx - **Published**: 2026-11-03 - **Category**: Creative - **URL**: https://marxx.ai/library-guides/how-to-make-ugc-ads --- To make UGC ads, ask a creator or customer to film a short phone video that shows your product in use, in this order: hook, problem, demo, result, call to action. Edit it with captions, make three versions of the opening and test them. Get permission in writing and label paid content. ## Steps 1. **Choose your source.** A paid creator, a customer who agrees, or someone on your team. To find creators, read [how to find UGC creators in India](/guides/how-to-find-ugc-creators-in-india). 2. **Write a one-page brief.** Goal, buyer, one message, what to show, what not to say, specs and usage rights. Use the [UGC brief template](/templates/ugc-brief-template) and see [how to brief UGC creators](/guides/how-to-brief-ugc-creators). 3. **Give a script, not a speech.** Use the [UGC script template](/templates/ugc-script-template). Let the creator say it in their own words. 4. **Ask for vertical video.** Natural light, steady hands, the product visible in the first three seconds, and clear audio. Ask for the raw clips too. 5. **Agree usage in writing.** The fee, how long you can run the ad, which platforms and whether you can edit it. 6. **Edit.** Add captions, cut every pause and put the hook first. Make three versions that differ only in the first three seconds. 7. **Label and check claims.** Under ASCI's influencer guidelines, a creator must disclose any material connection, including free products and discounts. The label must be upfront and prominent (ASCI, [disclosure guidelines](https://www.ascionline.in/social/guidelines/), checked 2026-10-20). Only claim results the creator really got and you can prove. 8. **Test.** Run the three versions at equal budgets for a few days and compare hook rate and cost per result. ## The four-beat order | Beat | Seconds | What it does | |---|---|---| | Hook | 0 to 3 | Names the problem or shows the result | | Problem and demo | 3 to 15 | Shows the product in use | | Result | 15 to 22 | Shows what changed, truthfully | | Call to action | 22 to 25 | Says what to do and by when | ## A worked example Say you hire 3 creators at INR 2,500 each: INR 7,500. Each films one video. You cut three openings per video, so 3 x 3 = 9 ads. You run each at INR 400 a day for three days: 9 x 400 x 3 = INR 10,800. The whole test costs INR 7,500 + INR 10,800 = INR 18,300. At the end, two ads have the lowest cost per purchase. You move budget to those two and brief the same creators for more. ## UGC or studio? UGC looks like an ordinary post and is quick to produce. Studio work gives you more control over lighting, claims and brand look. See [UGC ads vs studio ads](/compare/ugc-vs-studio-ads) to decide, or run both and let cost per result decide. ## Mistakes to avoid - A script so strict that the video sounds stiff - No written usage period - Claims the creator cannot back up - Music you do not have rights to - Skipping the label on paid content - Judging a video on one day of results For the plain meaning of the format, see [what UGC ads are](/glossary/ugc-ads). ## FAQ ### How long should a UGC ad be? Start at 20 to 30 seconds and test shorter and longer cuts. Put the main message in the first few seconds. ### Do UGC ads need a disclosure? When a creator has a material connection to your brand, such as payment, a free product or a discount, ASCI says they must disclose it clearly. Ask your creator to use a label such as Ad, Sponsored, Collaboration or "Paid Partnership". ### Can I use customer videos without paying? Ask permission, say where you will use the video and agree it in writing. A free product or discount still counts as a connection that needs a label. --- - [More Creative articles](https://marxx.ai/library-guides/category/creative) - [All articles](https://marxx.ai/library-guides)