Building Your UGC Strategy
The A.C.C. Framework
Most brands approach User Generated Content as a "nice to have" - a handful of testimonials to sprinkle into their social feed or a single ad to see if it goes viral. But in the modern reality of performance marketing, a single video isn't a strategy. To truly scale, your creative needs to meet your customers exactly where they are in their journey.
At People Say, we use the A.C.C. Framework to ensure our clients aren't just making content, but building a strategic funnel that captures, educates, and converts.
Awareness: The Art of the ‘Thumb-Stop’
At the top of the funnel, your audience doesn't know who you are, and frankly, they don’t care. The goal of Awareness Assets is simple: stop the scroll.
These videos aren't about deep technical specs; they are about emotion, relatability, and "The Hook."
The Approach: High-energy openings, relatable "POV" (Point of View) setups, or addressing a common pain point quickly, within the first 3 seconds.
The Goal: To maximise your Thumb-Stop Ratio and introduce your brand to a broad audience in a way that feels native to their feed.
Consideration: Answering the "Why?"
Once you’ve captured attention, you need to earn interest. Consideration Content is designed for the person who is aware they have a problem and is looking for the best solution.
This is where you bridge the gap between curiosity and trust.
The Approach: Deep dives into product features, "Us vs. Them" comparisons, and unboxing videos. These assets show the product in action and answer the questions a customer might have before they buy.
The Goal: To increase your Hold Rate and build the bridge that positions your product or service as the obvious choice.
Conversion: The Final Nudge
The bottom of the funnel is where you close the deal. Conversion UGC is for the person who is on the fence. They like the brand, they understand the product, but they need one final reason to click "Add to Cart."
The Approach: Hard-hitting social proof, "Results" videos, and direct-to-camera testimonials that address specific objections (e.g., shipping times, quality, or ease of use).
The Goal: Driving sales through a strong, clear Call-to-Action (CTA) that feels like a personal recommendation.
The Power of Building Blocks
The secret to making the A.C.C. Framework work without blowing your budget is our Building Blocks method. You don't have to view these stages as separate, isolated productions. Instead, we treat every shoot as an opportunity to create modular components.
By filming multiple Hooks (for Awareness), several Body variations (for Consideration), and different CTAs (for Conversion), we can mix and match these elements to create endless unique ads. This modular approach allows us to refresh creative constantly, keeping the algorithm fed and your CPAs low.
Strategy Over Guesswork
Success on Meta and TikTok isn't about luck, it’s about sharing the right content for the right person at the right time. By mapping your UGC to the A.C.C. Framework, you transform your creative strategy from a guessing game into a performance engine.
At People Say, we specialise in building these full-funnel systems. We take the stress out of content production by delivering a library of strategic assets designed to move the needle at every stage of the customer journey.
Ready to stop the scroll and start converting? Speak to our data-driven UGC experts today.