/ ugc scorecard
UGC ad scorecard
Use this when the brief is “native UGC,” not “pretty product film.” For avatar-heavy tools, see the Arcads alternative and AI UGC ads guide.
Native vs polished
Would this pass as a creator post, or does it look like a TV spot in 9:16?
- Imperfect handheld beats over-lit studio if the brief is UGC
- Jump cuts and selfies are features, not bugs
- If every frame is color-graded like a lookbook, it is not UGC
Face and trust
Is there a credible person in the first second?
- Eyes to camera or to the product — not a stock smile into the void
- Avoid uncanny avatars unless the brand already runs them
- Skin, room, and mic quality can be “good enough”; sincerity cannot be fake
Product demo
Do we see the product used, not just held as a prop?
- Apply, pour, unbox, tap — a verb on camera
- Show the result if the category needs it (stain, glow, fit)
- Packshot-only talking heads are ads, not UGC
Caption / VO that sounds spoken
Would a friend actually say this sentence?
- Short, specific, slightly messy language wins
- Kill “revolutionize your routine” on sight
- Captions on; most UGC is watched muted at some point
Soft CTA after proof
Is the ask after a reason — not a hard sell in second one?
- UGC CTAs: “link in bio”, “I actually repurchase”, “code if you want”
- One ask. Shop + learn more + follow is a banner ad
- Proof (use, result, or honest caveat) before the ask
Result
Score every pillar
Fill every rating to get an average. Kill creatives with any Fail/Weak pillar before spend.
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