Start with the job the video has to do
Most brands brief a creator first and decide what the video is about later. We work the other way round. The format follows from where the viewer is: someone who has never heard of the product needs a reason to stop scrolling, someone who visited the product page twice needs a reason to believe, and someone who already bought needs a reason to come back. Each of the formats below maps to one of those moments.
A single brief can produce several formats from one shoot. A creator who films an unboxing can record a short testimonial and a few demo shots in the same session, which is why our ugc content creation process plans all the cuts before the camera turns on.
- Cold audiences respond to pattern breaks and clear outcomes
- Warm audiences respond to proof, detail and objections answered out loud
- Returning buyers respond to new uses, bundles and launches
Unboxing videos for the first impression
An unboxing shows the moment a package becomes a product in someone's hands. It works for physical goods where the packaging, texture or size carries part of the value: skincare, supplements, gadgets, apparel, gift sets. It is the natural opener for a cold audience on TikTok and Reels because the viewer gets a small reveal without being asked for anything.
Structure we script: a hook over the closed box (one line about why the creator ordered it), the open with natural sound, a close look at two or three details that matter, a first try or first use, and one honest reaction line to finish. Length sits between 15 and 35 seconds.
- Use it for launches, gift seasons and products with a strong tactile feel
- Avoid it for software or services where there is nothing to open
- Keep the reveal early, viewers leave if the box stays closed past three seconds
Our unboxing video service covers the full shot list, including packaging close-ups lit for vertical screens.
Testimonial videos for trust
A testimonial is a creator speaking to camera about a problem they had and how the product fits into their routine. It is the workhorse for warm audiences and retargeting, because it answers the silent question every product page visitor has: does this actually work for someone like me.
Structure we script: the problem in the creator's own words, the moment they tried the product, one specific detail they noticed, the result framed as a personal experience rather than a promise, and a soft call to action. We keep claims within what the brand can support, especially for supplements and skincare, where wording matters.
- Use it for retargeting and for product pages
- Pair the talking head with b-roll of the product in use so the edit never sits on one shot too long
- Never script results the brand cannot back up
Read more on our testimonial video production company page.
Product demo videos for understanding
A demo shows the product doing its job, step by step. For apps and software this means screen recordings combined with a creator explaining what they are doing. For physical products it means hands, close-ups and a clear before and after. Demos work when the product is new to the category or when people do not immediately understand how it is used.
Structure we script: the outcome first (what you will be able to do), three steps shown in order, one detail that competitors usually skip, and a closing line pointing to the next action. On apps we keep each screen on camera long enough to read, then zoom into the tap that matters.
- Use it for apps, SaaS, kitchen tools and anything with a learning curve
- Script the order of taps before filming so the screen recording is clean
- Cut a 15 second version for the feed and a longer one for the landing page
See the saas demo video page for how we combine screen capture with creator footage.
Problem and solution videos for the cold scroll
This format opens on a frustration the viewer recognises, then shows the product removing it. It is the most direct ad format and often the strongest performer for cold traffic, because the hook is the problem itself. A creator struggling with a tangled cable, a dry patch of skin or a messy budget spreadsheet stops the right people.
Structure we script: two to three seconds of the problem acted out, a pivot line, the product solving it on camera, and a short reason to choose this product over the usual workaround. The pivot line is where most scripts are weak, so we write three versions of it.
- Use it when the pain point is visual or easy to act out
- Keep the problem short, the solution is what the viewer remembers
- Test the same footage with different opening problems to find the angle that sells
Hook packs for testing angles
A hook pack is a set of alternative openings recorded for the same body of the video. The first three seconds decide whether anyone sees the rest, so testing openings is the cheapest way to improve an ad. On Growth and higher plans every video comes with 3 hook options, and our A/B variants reuse the same footage with a different hook or call to action.
Structure: one body of 15 to 25 seconds, then several openings that differ in angle (question, bold statement, visual surprise, direct callout of the audience). Our ugc ad examples post lists 40 hook formulas grouped by campaign goal.
Voiceover with b-roll for scale
In a voiceover video the creator narrates while the edit shows product footage, lifestyle shots and text overlays. It suits products that photograph well, brands that need many variations quickly, and creators who prefer not to be on camera. Because the script is recorded separately from the footage, it is easy to cut several versions for different audiences.
- Use it for catalog products, bundles and seasonal offers
- Keep on-screen text short and timed to the voice
- Record the voiceover in a quiet room, viewers forgive shaky footage faster than muddy audio
TikTok Shop style videos for in-app buying
These videos are made to sell inside the platform: the creator shows the product, mentions the offer and points to the product link or the orange cart. They are louder and more direct than other formats, with the price, bundle or limited offer said out loud early. They work best when the product has a clear visual payoff in under ten seconds.
Structure we script: product in hand within the first second, the main benefit, a quick demonstration, the offer, and a direct prompt to tap the product link. We film these to the platform's native look, with captions burned in and creator voice front and centre. Our tiktok ugc ads page explains how we cut them for Spark Ads too.
How to mix formats in one monthly plan
A brand that orders five videos a month rarely needs five of the same type. A practical starting mix on the Growth plan is two problem and solution videos for cold traffic, one testimonial for retargeting, one demo for the product page and one unboxing or TikTok Shop video depending on where the product sells. On Scale and Studio the extra volume goes into testing more hooks and more creators on the formats that already work.
- Starter, one video up to 30 seconds, best as a problem and solution or unboxing test
- Growth, five videos with 3 hooks each and one A/B variant per video
- Scale and Studio, more volume and more variants to keep fresh creative in rotation
The full breakdown of what each plan includes is on ugc video pricing, and the step by step flow from brief to delivery is on how ugc video production works.
