In my recent webinar at Twirl, From Research to Results: How to Master Your Scripts for Winning UGC Ads, I shared some of my insider tips and the little tricks I’ve picked up along the way. Not only can you rewatch the full video to save yourself tons of time and costs, but I’ve also included a step-by-step summary and guide to help you put these strategies into action right away. Plus, if you have deeper questions or want personalized advice, I’m offering a free strategy session where we can dive into your specific needs.
Step 1: A Beginner's Guide to Competitor Research
What is Competitor Research?
Competitor research is like peeking at your neighbor's homework to see what’s working for them. You look at what other brands in your industry are doing with their ads—how they’re getting people’s attention, what messages they’re using, and what visuals are making their ads successful. The goal is to gather insights so you can use similar strategies for your own ads.
Tools You’ll Need:
- Foreplay: Think of Foreplay as a giant library of ads. This tool lets you search for ads that have been created by other brands. You can filter these ads to find the ones that have been running the longest—this usually means they’ve been successful, because why else would a brand keep paying for them?
- Afterlib: Afterlib is your detective tool. It not only shows you the ads but also gives you details about how well these ads are performing—like how many people have seen them and how much engagement they’re getting. This is especially helpful for European brands because Afterlib gives more detailed data for that market.
- AdSpy: AdSpy is another tool that lets you search for competitor ads. It’s like having binoculars to spot what other brands are doing, so you can learn from them.
Step 2: Creating the Perfect Script in Foreplay
Once you’ve done your competitor research and gathered some inspiration, it’s time to create a script that will guide your content creators, video editors, and yourself through the production process. Here’s how you can do it in Foreplay:
- Start by Saving Ads in Foreplay: When you find an ad that you like during your competitor research—whether it’s because of its hook, messaging, or visuals—save it in Foreplay’s Swipe File. This way, you have a collection of successful ads ready to inspire your own content.
- Create a New Brief: In Foreplay, you can create a brief specifically for the video you’re planning to make. Start by clicking on “Create Brief” and give it a name that relates to your campaign or product.
- Hook: Begin with the hook. This is the opening part of your script and should grab the viewer’s attention immediately. Use the insights from your competitor research—maybe you noticed that questions or bold statements work well. Write a few different hook options so your creator can try out variations.
- Middle Part (Story): Next, move to the middle part of your script. This is where you explain the product’s features, benefits, and how it fits into the viewer’s life. The goal is to keep it relatable and authentic. You can draw directly from the inspiration ads—how did they tell their story? What tone did they use?
- Call to Action (CTA): Finally, end with a strong call to action. What do you want the viewer to do next? Visit your website? Make a purchase? This should be clear, direct, and compelling. Use the CTAs you found effective in the inspiration ads as a starting point.
Step 3: Make the Script Suitable for Everyone Involved
- For the Content Creator: Ensure your script is easy for the content creator to follow. Write the script in a natural, conversational tone that allows the creator to add their personal touch. This helps the video feel more authentic and relatable. If you’re just looking to get raw clips, make that clear in the brief. Raw clips can give you the flexibility to edit them later and create multiple video variations.
- For the Video Editor: If you have an in-house editor or plan to hire a freelancer, outline in the script how these raw clips should be used. Specify the kind of variations you want—different hooks, different cuts, or even different versions for various platforms. This will allow you to test multiple video formats to see what resonates best with your audience.
- For Yourself: As the creative strategist, make sure you’re happy with the overall flow of the script. Double-check that it aligns with your brand’s voice and the goals of the campaign. It’s also important to ensure the script is adaptable—you might want to make tweaks later based on the initial content you receive.
The Extra Secret Sauce: Extracting and Using Voice Over
Extract Voice Over for Inspiration: If you come across an ad with a voice-over that really resonates, you can use Foreplay’s tools to extract that voice-over. Now, instead of using the original VO directly, you can take this as 1:1 inspiration and tailor it to fit your brand’s tone and messaging. Share this tailored script with your content creator, so they can deliver a voice-over that feels fresh and unique to your brand while capturing the essence of what made the original work.
Using AI Voice-Over Generation: If you want to save on costs, you can generate a professional-sounding voice-over using AI tools like Eleven Labs or Artlist. These platforms allow you to create high-quality voice-overs without hiring a voice actor. Combine this AI-generated voice-over with b-roll content—generic footage that doesn’t require the original creator to shoot specific scenes. B-roll content can include visuals like product shots, lifestyle scenes, or abstract imagery that supports the voice-over.
Why This Approach Saves Costs:
- No Need for Multiple Takes: By using AI for voice-overs, you avoid the need for costly re-recording sessions. You can generate and tweak the voice-over as needed until it’s perfect.
- B-Roll Content: Since you’re not relying on the creator to provide custom footage tied to a specific voice-over, you can use b-roll, which is often cheaper and quicker to produce. This means you can create a polished video with minimal input from the creator, saving both time and money.
You Should Be Ready Now to Take Your UGC Ads to the Next Level?
You’ve got the tools, strategies, and insider tips to take your UGC ads to the next level. But if you still have questions or need personalized advice to fine-tune your approach, I’m here to help! Whether it’s perfecting your scripts or organizing your content for maximum impact, I’m offering a free strategy session to dive into your specific needs and goals.
Click here to book your free session and let’s start crafting your next winning campaign together!
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