If you run an ecom brand and think your UGC isn't performing, there's a reason - it's probably fake as hell.
UGC (User-Generated Content) works only when it feels real - but most brands are doing it wrong.
The biggest mistake? Ignoring or fumbling storytelling.
I'll show you why good storytelling makes people watch longer, trust your brand, and actually buy. And I’ll show you how to create stories that SELL. Because let's be real, that's what matters - sales.
Your UGC Sucks Because…
There's no real story - just a product push.
People don't care about your product, they care about how it fits into their life. A skincare ad just saying "Buy this!" gets ignored.
Showing someone struggling with acne, then glowing with confidence? That gets attention.
Think about it - when was the last time you bought something because of a list of features? You didn't. It never happened. You bought it because you could see yourself using it and getting similar results.
It's Overly Scripted and Feels Like an Ad.
The curse of "influencer voice" is why people scroll past it. Scripted UGC sounds like a sales pitch, not a real experience.
You know that "Hey guys! I'm SO excited to tell you about this AMAZING product I just found!" voice?
Yeah, everyone hates that. Cringier than those women protesting in France.
The "I just got this in the mail!" trend works because it feels like you're watching someone's genuine reaction. But most brands butcher it by over-scripting.
There's No Emotional Connection.
You need to make viewers feel something. Viral UGC makes you laugh, cry, or relate - not just notice the product. In fact, that’s the whole point of a story.
It causes hot cognitions (primal emotions) to play up in the mind and creates a sense of ‘wanting’.
Compare "this drink has 20g protein" vs "this drink saved me after my hardest gym session." One is a spec sheet, the other is a story your brain connects with.
How to Make UGC That Actually Converts
Attention spans are short - your opening needs to make people stop scrolling.
The best types of UGC hooks?
A big problem ("I wasted $500 on skincare before finding THIS.").
A curiosity gap ("I thought this was a scam… then I tried it.").
A bold statement ("This coffee replaced my energy drinks forever.").
I actually covered this in another article. Check it out here.
But notice that these are all describing human interactions with something. Which, again, is massively responsible for creating those hot cognitions people need in order to want your product.
Create a Character Viewers See Themselves In.
Good UGC isn't about the product - it's about the person using it. Use the "Hero's Journey": The struggle/pain point, trying your product, and the transformation.
This is why fitness brands show "Before & After" clips instead of just product shots. They're selling the transformation, not the protein powder.
And this is easy to do if you create a document of one person who embodies your ideal customer’s buying persona. Then any ad you make, create it as if you’re creating it specifically for that person.
The 5-Step UGC Story Formula That Sells
The Hook - Start with a pain point, bold statement, or question.
The Struggle - Show a relatable problem (make it feel real).
The Solution - Introduce the product organically (not like an ad).
The Transformation - Show the emotional/physical change.
The CTA - Give a natural, compelling reason to try it.
If you’re subscribed to my YouTube channel, you’ll also notice that this takes your audience through the levels of market awareness. Here’s the link to that video.
It's really that simple. But most brands overcomplicate it and end up with content that looks and feels fake.
And if you want to start reaching that 5-6x ROAS in the next couple weeks…
…get in touch with me and receive 3 free UGC ad creatives that'll drive more customers to your site and make you more sales.
Talk soon,
Alex
P.S. MAKE SURE YOU MENTION IT’S FOR THE 3 FREE UGC ADS. OTHERWISE I WON’T HAVE A CLUE WHAT YOU’RE GOING ON ABOUT AND NEITHER WILL MY TEAM.
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