ugc-scripts

UGC Script Writer

Create authentic creator-style scripts for paid social ads. The core test: would a real person actually say this out loud?

Scripts are talking points with a scripted hook — not teleprompter copy. The creator should rephrase everything in their own words except the opening line.

---

Phase 1: Discovery

1a. Parse Arguments

• Hook or concept ($ARGUMENTS): The opening line, concept direction, or product angle. Can be a specific hook from /write-hooks or a general direction.
• Product: What's being sold. If not in args, ask.
• --creator-type: micro-influencer, customer-testimonial, expert, founder, or any. Default: any.
• --duration: Target length. Default: 30s (75-100 words). Options: 15s, 30s, 45s, 60s.

If hook and product aren't provided, ask before proceeding.

1b. Load Context

1. Read ${CLAUDE_PLUGIN_ROOT}/motion-creative.config.md for brand voice, creative do's/don'ts, target demographics, production constraints. If the file does not exist, use these defaults and suggest the user run /customize:
   • default_date_preset: LAST_30_DAYS
   • Brand guidelines: pull from get_workspace_brand
   • production_capabilities: all formats
2. Read ${CLAUDE_SKILL_DIR}/../creative-strategist/SKILL.md for methodology.
3. Read ${CLAUDE_SKILL_DIR}/../creative-strategist/references/brief-template.md for output structure reference.
4. Use default_date_preset from settings as the datePreset for all calls unless the user specified a date range.

1c. Pull Performance Data

The SPEND call must come first (it returns goalMetric and spendThreshold). Then dispatch remaining calls in parallel.

1. get_auth_context() — resolve workspace
2. get_creative_insights(workspaceId, insightType="SPEND", datePreset="LAST_30_DAYS", limit=10, withAggregatedInsights=true) — spend leaders + account-level aggregates

→ Extract goalMetric and spendThreshold from the response. Use goalMetric for all efficiency-sorted calls.

3. get_workspace_brand(workspaceId) — brand voice, positioning, creative constraints
4. For hook rate leaders: filter SPEND results (call #1) to video creatives and sort by thumbstop_ratio descending. Do NOT use insightType="HOOK" — it returns the same ranking as SCALING.
5. get_creative_insights(workspaceId, insightType=goalMetric, datePreset="LAST_30_DAYS", limit=10) — efficiency leaders by workspace goal metric
6. get_glossary_values(workspaceId) — taxonomy (especially UGC-related categories)
7. get_demographic_breakdown(workspaceId) — who's responding

Then pull transcripts from the top 3-5 UGC-style performers (identify from glossary tags or visual format): 8. get_creative_transcript(creativeEntityId, creativeOrigin) — see what hooks and pacing work

---

Phase 2: Emotional Mapping

Before writing, plan how the viewer moves from attention through to action.

2a. Define the Emotional Arc

Every UGC script follows this arc:

ATTENTION (0-3s) → PROBLEM (3-8s) → SOLUTION (8-15s) → PROOF (15-22s) → CTA (22-30s)

For each beat:

• Attention: The hook. This IS scripted — exact words matter. What stops the scroll?
• Problem: Name the specific pain or frustration. Mirror their internal monologue.
• Solution: Introduce the product naturally. NOT a pitch — a discovery or recommendation.
• Proof: Specific detail that makes it believable. One feature, one result, one moment.
• CTA: Soft invitation. NOT "buy now." More like "try it for yourself" or "link's in my bio."

2b. Identify the Single Key Message

UGC fails when it tries to say too much. Choose ONE:

• One pain point
• One key benefit
• One surprising feature
• One transformation

Everything in the script serves this one message.

2c. Gather Authenticity Details

From brand context and performance data, collect:

• Specific product features (NOT marketing claims — real functional details)
• Social proof snippets (review quotes, numbers, real results)
• Sensory details that make the product tangible ("leaf blower outside, gone" > "great noise canceling")

---

Phase 3: Build the Script

Creator Profile

Before writing, define who's speaking:

• Demographics: Age range, gender, look/feel
• Persona match: Which pain × persona intersection from the Creative Strategy Engine does this creator represent? The creator should BE the persona, not act as one.
• Energy/vibe: How they come across on camera (e.g., "casual and direct, mid-conversation energy, not performative")
• Credibility signal: What makes them believable — actual customer, expertise, lifestyle match
• Casting note: 1-2 sentences a casting director could use

Script Structure

HOOK (0:00-0:03): "[EXACT SCRIPTED WORDS]"
— This is the one thing that's verbatim. Every other beat is talking points.

PROBLEM/SETUP (0:03-0:08):
Talking point: [What the creator should communicate — in their own words]
Tone: [How they should sound — frustrated, amused, confessional]

SOLUTION/DISCOVERY (0:08-0:15):
Talking point: [How they discovered or started using the product]
Tone: [Genuine surprise, casual recommendation, matter-of-fact]
Show: [What they do on camera — hold product, demonstrate, react]

PROOF/DETAIL (0:15-0:22):
Talking point: [One specific detail that makes it real]
Tone: [Honest, specific — not hyperbolic]
Optional: [Quote a review, show a before/after, mention a timeframe]

CTA (0:22-0:30):
Talking point: [Soft invitation — NOT a hard sell]
Examples: "Try it for yourself" / "Link's in my bio" / "I'm telling everyone about this"

Word Count Guidelines

Duration	Word Count	Beats
15s	35-50 words	Hook + Problem + Quick CTA
30s	75-100 words	Full arc
45s	100-125 words	Full arc with extended proof
60s	125-150 words	Full arc with storytelling

The Read-Aloud Test

Read the entire script out loud. If ANY line:

• Sounds like it was written by a brand → rewrite it
• Uses words like "revolutionary", "game-changing", "innovative" → delete them
• Feels like reading a teleprompter → make it conversational
• Includes more than 2 product features → cut to 1

Authenticity Guidelines

Setting: Where to film — must match persona's life context

• Customer testimonial: their home, car, bathroom, kitchen
• Expert: office, studio, relevant professional setting
• Founder: behind-the-scenes, warehouse, office

Do's:

• Pause and think before key points (real people don't have instant answers)
• Show the actual product in use, not a beauty shot
• Include one imperfect moment (stumble, laugh, aside)
• Reference a specific moment or experience, not a general benefit
• Use "I" language: "I noticed..." "For me..." "What I like..."

Don'ts:

• Don't read from a teleprompter (talking points, not scripts)
• Don't use marketing language ("clinically proven", "dermatologist recommended")
• Don't start with "Hey guys!" (oversaturated, instantly signals ad)
• Don't pack multiple features (one message per script)
• Don't end with aggressive urgency ("Buy NOW before it's GONE!")

Brand Safety Guardrails

From workspace brand + settings:

• Claims that CANNOT be made (legal/compliance)
• Competitor mentions: allowed or not
• Required disclosures (FTC, #ad, etc.)
• Brand elements that must appear (logo, product shot, URL)

---

Quality Gate

Before presenting scripts, verify each against these tests: Does the hook pass the 5-test quality bar (genuine cognitive friction, strong trigger, complete thought, authentic voice, personal stakes)? Do the talking points sound like a real person sharing an experience, not a scripted ad? Is the CTA soft and natural, not salesy? Revise any script that fails.

---

Phase 4: Output

Pre-Script Context

3-5 bullets showing:

• What performance insight shaped the talking points
• Which persona the creator maps to
• What reference creatives informed the hook
• What brand constraints shaped the guardrails

The Script

Present the full script structure with creator profile, talking points per beat, and authenticity guidelines.

Deliverables Section

• Number of takes expected (recommend 3-5 for variety)
• Aspect ratios needed
• Audio requirements (clean audio, no background music unless specified)
• Raw footage requirements

Success Metrics

• Primary: HOOK rate — UGC lives or dies by the first 3 seconds
• Secondary: goalMetric (workspace efficiency metric)
• Evaluation window: After sufficient spend (reference workspace's spendThreshold)
• Diagnostic:
  • HOOK is low → the opening line isn't working. Test a different hook.
  • HOOK is high but CPA is poor → talking points need refinement. The hook promises something the body doesn't deliver.

Close

"Want me to write variations with different hooks? Or turn this into a full production brief with /build-brief?"

---

Common Mistakes to Catch

• Feature dumping: More than 2 features in a 30s script → cut to 1
• Fake enthusiasm: "OH MY GOD you guys" without substance → replace with specific detail
• Missing the hook's promise: Hook says one thing, body talks about something else → realign
• Corporate tone: Any sentence that sounds like a press release → rewrite in first person
• No specific proof: Generic "it works so well" → replace with "after 2 weeks, [specific result]"
• Hard sell CTA: "Use code X for 20% off!" → soften to "honestly just try it"

---

Error Handling

Read ${CLAUDE_SKILL_DIR}/../creative-strategist/references/error-handling.md for degraded mode and error handling guidance.