How to Make UGC That Doesn't Suck (A Guide)

You see global brands winning with it, but in the GCC, it's still a bit of a mystery. Here’s the no-nonsense guide to creating User-Generated Content that actually works.

Step 1: Ditch the Script. Find the Angle. Your product isn't the story. The problem it solves is the story. Instead of a script saying, "Our new foundation is flawless," find a creator to make a video titled, "GRWM to survive a 12-hour Dubai workday without my makeup melting." One is an ad; the other is a solution.

Step 2: Let Your Creators Actually Create. The fastest way to kill good UGC is to send a 10-page brief with every line scripted. You hired them for their vibe, not their ability to be a puppet. Give them clear goals and talking points, then get out of the way. Imperfection is the point. If it looks too perfect, it’s an ad, and people will scroll right past it.

Step 3: The First Three Seconds Are Everything. You're not fighting for attention; you're fighting a thumb that's already in motion. Your hook needs to be a pattern interrupt. Start with a controversial statement, a weird sound, a shocking visual, anything that breaks the hypnotic scroll. "Here's why your hair is still frizzy..." will always beat "Introducing our new anti-frizz serum."

Step 4: Talk Like a Human. This is a big one in the GCC. Stop using formal, corporate language. People on TikTok talk like people. Use slang. Be funny. Be direct. If your caption sounds like it was approved by a committee of eight people, you've already lost. Authenticity isn't a buzzword; it's the only currency that matters.

Step 5: Test Everything. Marry Nothing. The video you thought would flop might be the one that sells out your product. The one you spent a week perfecting might get zero traction. The only way to win is to ship, test, learn, and repeat. Fast. Don't chase one perfect "viral" video. Build a system of testing that finds you winners every week.

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