What Type of Content Do You Need to Make Great UGC Ads?

Creating great UGC ads requires understanding the two types of content you need: the main storyline and supporting content.

Main Storyline Content

This is the core of your ad — the creator speaking to camera, sharing their experience, demonstrating the product. It carries the message.

What to capture:

Talking-head testimonial

Product demonstration

Before/after transformation

Personal story about discovering the product

Supporting Content (B-Roll)

This is the supplementary footage that adds visual interest, breaks up talking-head segments, and shows the product in different contexts.

What to capture:

Close-up product shots

Product in daily use (natural, unscripted)

Lifestyle footage (the creator's environment)

Results or outcomes

Packaging and unboxing moments

Why You Need Both

Main storyline alone = engaging but visually monotonous

B-roll alone = pretty but lacks persuasion

Both together = professional, engaging, and persuasive

Briefing for Both

When creating your UGC brief, specify both types of content:

"Film a 60-second talking-head sharing your experience"

"Also capture 10-15 short B-roll clips of the product in use"

This gives your editor everything they need to create multiple high-quality ad variations.

The Ratio

Aim for a 60/40 split in the final edit — 60% talking head, 40% B-roll. This keeps the personal connection while adding visual variety.