How to write a 15 second UGC script

Start from a moment in a real day

Before any line, write down what the person is doing anyway, and why. A script that starts from the product reads as an ad. One that starts from a moment reads as somebody filming what they were doing: every action has its own reason in their day, and none is a step staged for the camera.

The moment of the worked example: First thing in the morning she has just made her coffee, and films a quick video in her kitchen while she drinks the first of it from the mug.

Then the shots, one action each

Each shot gets what happens in it, the line said over it, and a few words on how the line is said.

Lines react, and never narrate

A line is what the person would say while it happens: to the camera, to themselves, half finished. The picture already shows what they are doing, so a line that says it again is narration. In the worked example, the line over the long first sip is Mm. Oh, that's good.

Say how each line is said, in a few words

Beside each line goes how it is said. On our scripts page that field takes 40 characters, so write it as a director marks a script: croaky, barely awake, or brighter, a little laugh.

No figure the page does not state, no price, no call to action

A figure in a line has to be one the product page states. Our checks read figures in digits and in words, and a line planted to test them, Twenty ounces of cold water, was refused, since its figure is not on the mug's page, which says the mug holds 380 ml (13 fl oz).1

Leave out the price and any call to action as well. The person in the video is filming a moment, not reading an ad.

Enjoyment now, never a past with the product

The presenter is generated, and is not a customer. So they may enjoy the product out loud while they use it, but have no past with it: no time spent with it, no result it has had on their body, home or days, no having bought it, and no job or family role that makes them sound like a customer.

The FTC's rule on consumer reviews and testimonials, 16 CFR § 465.2, says a business may not write or create a consumer testimonial that materially misrepresents that the reviewer or testimonialist used or otherwise had experience with the product.2 Our scripts page has a check that reads a script's lines for a past with the product, and a script it finds one in is refused.

Never open the same way twice

Scripts written for the same product should each open their own way. A second opening planted to test that, Morning. Don't you talk to me yet, was refused, since the worked example already opens on Morning. Don't talk to me yet.

Where the worked example breaks our writer's rules

We wrote the worked example ourselves and sent it whole through the scripts page, as we did every script on our home page. A script sent that way is checked as one you chose, and it passes. A script our writer has just written is held to more checks, and those refuse this one, as they refuse each of our home page's scripts: it calls the presenter she, it frames the first shot as a selfie with the mug's wordmark in view, and the third shot's framing names a phone.

How its video was made, from the mug's product page on, is in Turn a Shopify product page into an AI UGC video. How Say It Again writes the scripts from your own product page and makes the video is in An AI UGC video, made from your store link.

Sources

1. Naseem, The everyday mug, read on 4 October 2026.
2. Fake or false consumer reviews, consumer testimonials, or celebrity testimonials (Cornell Legal Information Institute), read on 4 October 2026.

A text copy of each page, as it read that day, is kept with this page's records.