The Ultimate Guide to UGC Video Ads for Apps & Games: Part 2 - Scripting

Welcome back to the second installment in our six-part deep dive into the dynamic world of UGC (User-Generated Content) video ads! If you joined us for Part 1, you know we laid the groundwork with?Concepting for UGC.

Now, it's time to get into the nitty-gritty of scripting.

The scripting stage of a UGC video is where ideas are transformed into compelling words and engaging visuals.?A powerful script has the ability to connect, engage, and drive your audience to take action.

In this article, we'll walk you through the entire scripting process, with the insights and techniques that have proven successful for Flixr's top-performing UGC campaigns. Whether you're scripting for games, apps, or any other type of UGC, these tips are universal. So grab a pen and notebook (or open a fresh Google Doc) and let's get started.

All great scripts start with ?THE HOOK?

In the bustling world of video content, you have only a split second to capture your audience's attention. Fail to reel them in, and you might lose them forever.

An engaging hook isn't just about throwing in a catchy line.?It's about understanding your audience, analyzing their needs, their fears, their desires, and crafting something that resonates with them (and you already have this info about your audience if you followed the steps we had listed in?The Ultimate Guide to UGC Video Ads for Apps & Games: Part 1 - Concepting).

Different types of hooks

Most people think of hooks as the first couple of words in a script. Sure, these too are hooks, but let's remember that hooks come in various forms:

• Sounds?(music, sound effects, spoken words, voiceovers)
• On-screen text?(captions, text overlay, scene text)
• Visual elements?(movement, colors, background, props, the subject matter, or even the camera angle)

Hook examples

• Emotion-driven:?"Struggling with finances? You're not alone."?This hook appeals directly to the emotions,?making viewers feel understood and seen.
• Question-based:?"Ever wondered how to land your dream job?"?With just one intriguing question, you've got the viewer's attention.?They want to know more; they want to unlock the secrets.
• Visual surprise: A dance, a sudden movement, a curious-looking person, satisfying ASMR footage – these aren't just visuals;?they're experiences.

Experiment with different hooks, use the same following footage, analyze what captivates more, and never stop learning. Measurement isn't just a metric; it's a compass that guides your creativity.

The power of storytelling

In the rise of storytelling usage in videos, we've seen more than just superficial engagement; we've seen connections.

Storytelling, particularly with?relatable, emotional storylines?that echo real-life situations, creates a bond with the app or game and?entices emotions ?? emotions lead to actions ?? actions lead to conversions.

Because, let's face it,?we aren't rational decision-makers. We're driven by emotions, and shaped by stories.

Here's?an example of a UGC video?ad for a game (an ad that doesn't look like an ad!) that uses the power of storytelling.

After watching this video, we know exactly?what the story is?(her Ohio boyfriend is a noob), and we know?where the conflict is?(she's told him all of the skill combos and he doesn't listen and loses every time). We also know?who the characters are?(the narrator, and the noob boyfriend). These are all the main elements of an effective story.

The example also ends with an?effective CTA?(which we'll cover later in the article) and makes the video look like it's not an ad (which is our next point):

Tips for scripting an ad that doesn't look like an ad

It's a fine line to walk, but one that can yield powerful connections with your audience. In this section, we'll uncover Flixr's approach to crafting content that resonates, speaks authentically, and engages without the hard sell.

Conversational tone

Write as you speak. Use the language your audience uses:?vernaculars, slang, and natural expressions. Steer clear of overt sales pitches or marketing jargon that feels stiff.?'Uhms', 'ahs', 'you knows'... keep'em in the script.

Global resonance

We live in a diverse world. Understand and embrace?cultural differences. Speak universally, but never lose the local touch.

Trust in improvisation

Allow your creators or actors the freedom to improvise and react naturally. Guide with intent, not rigidity.?Include the guidelines?for what idea and emotion the creator should convey,?but avoid micromanaging?and scripting EXACTLY how the creator should act in the video.

Real and relatable characters

People are imperfect. Reflect your target audience with characters filled with?quirks and human flaws. UGC videos are not Hollywood action-hero movies where everybody's oh-so-boringly divine and wonderful.

Everyday scenarios

Base your content on?realistic, relatable situations. It should feel as if it's happening in your viewer's life.

Taste the drama

Life is drama, and drama bonds. Tell stories that connect, intrigue, and make your audience part of your world.

Realistic usage

Show the app or game in action, just as users would experience it. Consider?everyday settings?that resonate with your audience's actual usage.

Detail and context

Rich in?detail?but rooted in?relevance. Paint a vivid picture that resonates with your audience.

Embrace the fast-pace

Engage with the thrill of dialogue?speed, especially in gaming ads.

Engagement over promotion

Entertain or inform?without hard-selling. Weave features or benefits subtly into the storyline.

Craft the perfect length

Neither too long nor too short. Find?the sweet spot?that's engaging, informative, and just right.

The CTA: ending with a bang

What do you want your viewers to do next? Subscribe, buy, share, comment, or maybe join a cause? Defining the desired action is the foundation of your CTA.?Be clear, precise, and intentional about the next step you want the audience to take.?Make it memorable, instill urgency if it fits, and articulate the value that awaits your audience.

Types of CTAs

• A conversational line of dialogue, like “I’ll pop a link in the description below for you.”
• A text overlay, casually appearing as the actor wraps up their chat.
• Or even a standard CTA button or app store icons nestled in the end card.

But hey, let's keep it real. This is meant to feel like a video whipped up by your friend next door, not a sales pitch.?So steer clear of a CTA that’s hovering all over the video?or a creator who sounds like?they're reading from a telemarketer's script. It's all about connecting, not pushing. Keep it genuine, keep it engaging.

So that's it! That's the comprehensive guide to scripting UGC videos that captivate, connect, and convert.

Remember, the strength of your UGC video ads is rooted in understanding your audience,?crafting an engaging hook, harnessing the power of storytelling, and scripting content that feels authentic?and real.

With these insights and techniques, you're now equipped to start scripting UGC videos that truly resonate.

Ready to create your next successful UGC video ad??Reach out to us today.

As you've crafted your script, the next stage is all about bringing it to life through visuals, sound, and execution. This will include everything from selecting the right visual elements to understanding the perfect pacing for your content. We're going to explore these aspects and more in the upcoming articles in this UGC series.

Stay tuned!