Problem & Solution Ad Angle: The Classic UGC Formula

The problem/solution angle is one of the oldest and most effective advertising frameworks. In UGC, it's even more powerful because real people describing real problems feel authentic.

Structure

Relatable problem: Creator describes a struggle the audience identifies with

Failed solutions: "I tried everything — nothing worked"

Discovery: "Then I found [product]..."

Solution in action: Show the product solving the problem

Result: Share the positive outcome

CTA: Encourage viewers to solve their problem too

Why Problem/Solution Works

Empathy — : Starting with the problem creates emotional connection

Relatability — : "Me too!" moments keep viewers watching

Contrast — : Before vs. after creates a compelling narrative

Urgency — : Reminding people of their problem motivates action

Tips for Better Problem/Solution UGC

Make the problem specific and vivid

Don't overdramatise — keep it relatable

Show the product in action, don't just talk about it

Include specific results (numbers, timeframes)

Let the creator tell their genuine story

Best Industries for This Angle

Skincare (acne, dryness, ageing)

Health (pain, sleep, energy)

Home (organisation, cleaning, comfort)

Productivity (time management, focus)

Fashion (fit problems, style uncertainty)

The problem/solution angle converts because it mirrors the buyer's own journey: "I have a problem → I want a solution → Here it is."