4 Problem / Solution UGC script frameworks for TikTok and Reels ads. Open on a problem your viewer recognizes, then show the product fixing it.
Problem / Solution frameworks
The Relatable Struggle
Problem / Solution · 30-45s
Opening on a problem so specific and common that viewers feel personally seen before you ever mention the product.
Hook: “If your under-eye concealer creases by 10am, this is your sign to stop scrolling.”
Opening shot: Close-up on the exact problem — creased concealer in natural light, no filter.
- Agitate: Name exactly when and where the problem shows up, specific enough that it feels like you're describing their morning.
- Failed fixes: Quickly list one or two things you tried that didn't work — this builds trust that you're not new to the problem.
- The fix: Introduce the product mid-demonstration, applying it live on camera.
- Payoff: Show the result holding up hours later, or describe exactly how it held up.
Why it works: Live, unedited demonstration of the fix working in real time.
CTA: “Link in bio if your concealer does this too.”
The Expert Fix
Problem / Solution · Locked
The Accidental Discovery
Problem / Solution · Locked
The Group Chat Vent
Problem / Solution · Locked
Questions
What is a problem/solution UGC ad?
A short video that opens on a problem the viewer has, then shows the product fixing it on camera. If viewers recognize the problem in the first seconds, they stay to see the fix. It suits people who feel the pain but don't know your product yet.
How do you structure a problem/solution UGC script?
Four beats cover it: name the problem at the moment it shows up, mention a fix or two that didn't work, introduce the product while you use it, then show the result holding up. The Relatable Struggle, open on this page, follows that order.
How specific should the problem be?
Specific enough to sound like the viewer's own morning. "If your under-eye concealer creases by 10am" stops the right people; "struggling with makeup?" stops nobody. Name the time, the place or the exact symptom, and film it in natural light without a filter.
How long should a problem/solution UGC video be?
Three of the four frameworks here run 30 to 45 seconds; The Group Chat Vent works in 15 to 30. Get the problem on screen in the first few seconds, before anyone scrolls past.
Should I use Problem / Solution or Before / After?
Use Problem / Solution when the struggle is the relatable part and the fix happens on camera. Use Before / After when the result is visual and takes days or weeks, so the change itself is the proof. See the Before / After frameworks.