How to Create Effective CTAs for UGC Videos | UGC SHOP

Key facts

• UGC SHOP describes the CTA as the last thing a viewer hears in a UGC video and the first thing they should feel compelled to do.
• UGC SHOP's process for writing a CTA has six steps, from focusing on the campaign objective to recording in an energetic voice.
• UGC SHOP gives 12 example CTAs in four groups: follow or subscribe, download an app, visit a website, and buy a product.
• UGC SHOP advises that UGC CTAs should not sound too sales-y, because audiences value relatable content from fellow users.
• UGC SHOP recommends backing the spoken CTA with a written one for accessibility and extra stimulation.
• UGC SHOP is headquartered in Los Angeles and works with creators located all over the world.

What is a CTA in a UGC video?

A call to action (CTA) in a UGC video is the closing line that tells the viewer exactly what to do next, such as following a brand, downloading an app, visiting a website or buying a product. UGC SHOP describes it as the last thing the viewer hears and the first thing they should feel compelled to do.

Why does a UGC video need a strong CTA?

UGC SHOP says a strong CTA gives viewers a clear idea of their next steps and is one of the crucial marketing tools in UGC. Its guide adds that solid CTAs at the end of videos give creators greater chances of doing more collaborations with the brand. Customers like when brands tell them exactly how to get the most from an interaction, and the CTA is the arrow that points them there.

What steps does UGC SHOP recommend for writing an effective CTA?

UGC SHOP recommends a six-step process for writing a UGC CTA: focus on the campaign's objective, write down the key keyword, get creative with the wording, draft several options, review for power words and active voice, and record in an energetic voice. Step 1 is to focus on the campaign's objective. A CTA meant to attract traffic to a brand's general website cannot be the same as one meant to drive sales directly. Step 2 is to write down the most important keyword or keywords of the CTA, which keeps the objective in focus and gives the CTA a strong core. Step 3 is to think outside the box. There are many creative ways to say 'buy this', for example 'if you want to feel as good as I do, X product is for you!', so add originality around the main keyword. Step 4 is to come up with several options, so there is a pool to pick from that matches the rest of the message. Step 5 is to review the CTA for power words and an active voice. Avoid 'I suggest', 'maybe' and 'this can be bought', and prefer 'highly recommended', 'you have to' and 'get it!'. Step 6 is to record the CTA in an energetic voice. The more upbeat and genuine the creator sounds, the more convincing the video will seem, and viewers should leave on a high note.

What are examples of good CTAs for UGC videos?

UGC SHOP offers 12 example CTAs in four groups: encouraging follows or subscribes, inviting app downloads, suggesting a website visit, and convincing viewers to buy a product. The examples use placeholders such as [brand name], [website] and [product] that a creator replaces with each campaign's real details. To encourage a follow or subscribe (social channels or newsletters): 'If you want to see more tutorials/content/products like these, follow [brand name]!'; 'The best place you can find content like this is [brand's platform], so make sure to subscribe!'; 'Don't miss out on more content like this and subscribe to [brand's platform] right now!' To invite an app download: 'I dare you to download the app and do better than me!'; 'I can guarantee this app will become your best friend!'; 'Get the app now and be ready to use your phone mostly for it!' To suggest a website visit: 'Go to [website] to find out more about their crazy deals!'; 'Look up [website] if you don't believe me!'; 'And now you can't wait to visit [website]! That's exactly how I felt. Go browse the [options] now!' To convince someone to buy a product: 'Get your own [product] now, and thank me later!'; 'See you on [website] to get our [product] together!'; 'Once you get your [product], you'll never look back!'

What should creators keep in mind when crafting a UGC CTA?

UGC SHOP gives three reminders for UGC CTAs: don't sound too sales-y, make the CTA personal, and back up the spoken CTA with a written one on screen. The first two protect the relatable feel that makes UGC appealing, and the written CTA adds accessibility and another layer of stimulation. Users like UGC because content made by fellow users feels relatable. If a creator sounds like they only want to promote a product rather than give a genuine opinion, the video becomes less powerful. Making the CTA personal works for the same reason.

Who is UGC SHOP and what other creator guidance does it publish?

UGC SHOP is a Los Angeles-headquartered studio and community of content creators and performance marketers. It sources and produces user-generated content, video ads and creative assets for brands running paid advertising, including TikTok and Meta ad creative, and works with creators located all over the world on branded campaigns. Alongside this CTA guide, UGC SHOP has published a post on how to create video hooks and graphics on how to write a good script. It also runs a Facebook community where creators can get more insight on creating UGC and early access to brand deal announcements.

Frequently asked questions

What is a CTA in a UGC video?

A CTA, or call to action, is the closing line of a UGC video that tells the viewer exactly what to do next, such as following a brand, downloading an app, visiting a website or buying a product. UGC SHOP calls it the last thing the viewer hears and the first thing they should be compelled to do.

How many CTA options should a creator write before choosing one?

UGC SHOP recommends coming up with several options as part of the writing process, so the creator has a pool to pick from that best matches the rest of the video's message. It does not specify an exact number.

Should a UGC CTA be spoken or written on screen?

Both. UGC SHOP advises supporting the vocal CTA with a written one, which makes the video more accessible and adds one more layer of stimulation to the message.

Why shouldn't a UGC CTA sound too salesy?

UGC SHOP explains that users like UGC because content produced by fellow users is relatable. If a creator sounds like their only aim is promoting a product instead of giving a genuine opinion, the video becomes less powerful.

What words should a UGC CTA use?

UGC SHOP suggests power words and an active voice. It advises avoiding phrases like 'I suggest', 'maybe' and 'this can be bought', and using phrases like 'highly recommended', 'you have to' and 'get it!' instead.

Does the CTA change depending on the campaign goal?

Yes. UGC SHOP says the CTA should follow the campaign's objective. A CTA aimed at attracting traffic to a brand's general website should differ from one aimed at driving sales directly.