Dive into UGC video creation for apps and games: from choosing the perfect location, getting the lighting just right, ensuring crisp sound, and selecting props, to delivering authentic acting and picking appropriate clothing.
Sep 5, 2023 • 12 min read
Welcome back to the 4th episode of our 6-part blog series about creating UGC video ads for mobile games and apps.
If you’ve been with us from the get-go, you’ll recall how we’ve systematically broken down the UGC process:
This chapter is all about pre-shooting and shooting the actual UGC video. We’re diving deep into crucial elements like location specs, lighting, sound, props, set elements, acting, and more.
If you have just enough time to read only ONE article in the series, make sure it’s this one, although we do hope you’ll also read Part 5, in which we discuss how to use the smartphone during UGC shoots, and other important aspects such as framing, resolution, and aspect ratios.
While some UGC videos for apps and games are shot with professional cameras, this UGC series focuses solely on shooting with a smartphone, to keep it simple and relatable for all content creators.
You can use these articles as your go-to shooting checklist or even a source of inspiration for creating your own UGC filming guide for your team and your UGC creators.
Whichever route you choose, you’ll want to keep this info at your fingertips for when you’re on set and ready to roll.
So let’s roll!
In some scenarios, the locations for UGC videos are hooks themselves—think of videos shot in a car or while the creator is walking around in an eye-catching location.
However, an eye-catching location might not always be the best choice, and here’s why!
Make sure the location is directly relevant to the app or game you’re showcasing. A beautiful beach scene is fantastic, but not if your video is about an app that lets you dim your room lights, right?
If the location isn’t the star of the show, ask the creator to shoot in front of a background that’s clean, neutral, and non-distracting. No one wants to see an unmade bed or dirty socks on the floor while you’re trying to get them to download your app or game.
The location should also be aesthetically pleasing if it’s clearly visible in the frame. Think minimalist decor, a splash of green with a potted plant, or some tasteful artwork. Little things can make a huge difference, but, as always – balance is key.
All in all, the background should complement, not compete with the script and concept. Remember, the viewer’s focus should be on the message and the creator showcasing your app and game.
The best locations have a lot of natural light.
If the creator is filming at night or in a space without good natural light, having them use artificial lights like LED ring lights can save the day.
We’ve dedicated an entire section in this article to lighting, as light can make or break your video, so keep reading. 🧐
If you’re opting for a TikTok-style (homemade) green screen, the creators can just film themselves in front of a plain background, and a different background could be added later in the TikTok editing app. This won’t look as crisp as when done using professional video editing software, but it just might be the homemade look your UGC video needs!
However, sometimes it’s best for the creators to film themselves in front of a real green screen so that the background can be edited professionally in post-production—especially for videos showcasing gameplay, app walkthroughs, or different locations and special effects.
If you’re going this route, ensure that the green screen is evenly lit and wrinkle-free.
Also, instruct the creators to keep all body movements within the frame to avoid any awkward green screen cropping issues. A health check at this stage saves a lot of headaches during post-production.
Keep in mind that the color and texture of the creator’s clothing need to be appropriate for the green screen, and the same goes for props and set elements. Some colors and patterns are a big no-no. We’ll cover all that in this article.
✅ Location Checklist for UGC Videos
✔️ Is the location directly relevant to the concept and script?
✔️ Does the background complement the main content?
❌ Are there any distracting elements in the frame?
✔️ Is there enough natural light in the location? If not, do you have an artificial lighting solution, such as an LED ring light?
✔️ Green screen: Is the green screen evenly lit and wrinkle-free?
✔️ Green screen: Are all body movements within the frame?
Lighting is one of the most crucial aspects of any video and it’s the invisible hand that shapes the viewer’s perception, mood, and overall quality.
Here are some tips to help you get lighting in your UGC videos just right.
Ensure that the light source is facing the subject.
If shooting indoors, the light should be behind the camera.
Ideally, the light source should be diffused and not directly shining on the face.
For outdoor shoots, the subject should face the sun but avoid harsh light that causes squinting. The best time for outdoor shooting is usually the golden hour, shortly after sunrise and right before sunset. The light during this time is soft, golden, and not harsh, enhancing the overall aesthetic of the video.
Avoid having a light source behind the subject as it will make the subject appear too dark, and the camera focused on the subject will wash out the entire background.
If there is a light source behind the subject, it should be soft, diffused, and dimmer than the primary light source.
If there is a screen (desktop, laptop, TV, tablet, etc.) behind the subject, dim its brightness to avoid it overpowering the frame.
✅ Lighting Checklist for UGC Videos
✔️Is the main light source facing the subject?
✔️Are the creator’s face and body well-lit?
❌ Is the lighting too harsh, and making the creator squint?
❌ If there is a major light source behind the creator?
Sound quality often takes a backseat to visuals, but it’s a vital element that can significantly impact your video’s success.
Poor sound quality can be as distracting as poor visuals, leading viewers to tune out—or even worse, click away.
Nailing down that Hollywood-level audio with just a smartphone might seem like a tall order, but you can get pretty close by following these tips!
The first rule of quality audio is to eliminate background noise.
The ideal environment for filming UGC videos is a quiet room with no traffic noise, barking dogs, or loud air conditioners or fans.
Work with the creator to ensure a quiet environment before hitting that record button. If they’re filming in a public place, they can choose a suitable spot without many passers-by, or politely ask people to steer clear of the area while filming.
A momentary distraction can lead to a video reshoot, so why take the chance?
You’d be surprised how much the acoustics of a room can affect your recording, leading to unintended echoes and reverberations.
Avoid recording in empty or semi-empty rooms where sound can bounce off the walls. Having furniture or carpeting can help absorb sound and make your audio appear more natural and clear.
Have the creator put their phone on flight mode, or at the very least, silent mode without vibration to ensure an uninterrupted video recording session.
There’s nothing more annoying than a notification sound or an incoming call interrupting a perfectly good take.
If you’re looking for that extra level of polish, consider using an external microphone.
A clip-on lapel microphone is a simple yet effective way to capture clean and clear audio. It’s discreet and, most importantly, it’ll keep the focus on what the creator is saying.
✅ Audio Checklist for UGC Videos
✔️Is the audio clear?
❌ Is there (unintentional) background noise?
❌ Is there any noticeable reverb or echo in the dialogue?
✔️ Is the volume consistent, even when the creator is moving or being really expressive?
From a laid-back pair of shades to a strategically placed coffee cup or a plate of cookies, props aren’t just random items—they’re essential elements that bring your UGC video to life.
Always remember to select props that are both relevant to the script and complementary to the concept. Avoid anything irrelevant or distracting to keep the audience focused on your key message.
Additionally, make sure props are not interfering with the camera by reflecting light.
This might be a given, but also ensure that the props are not displaying logos or names of brands you’re not actively promoting in that particular UGC video.
Set elements are the visual spices of your video recipe, creating the physical environment in which your story unfolds. They can range from larger elements like walls and furniture to small details like lighting fixtures or decorative vases.
Just like your props, set elements should align closely with the script and concept, enriching the video without stealing the spotlight.
Make sure the filming location is equipped with all necessary set elements; for instance, if the concept involves the creator sitting in an armchair, ensure that the armchair is actually on site.
In UGC videos for apps and games, a smartphone isn’t just a prop; it’s the main character. Videos that showcase the app or game in action significantly outperform those that don’t.
If you’re promoting an app or a game, make sure to physically show it being used on a device. This adds a layer of credibility and engagement that talking to the camera alone can’t achieve.
Given the significance of smartphones and tablets in the app or game-related UGC videos, we’ve dedicated the whole section below to it.
✅ Props & Set Elements Checklist for UGC Videos
✔️ Are the props relevant to your script and concept?
✔️ Is the creator using the smartphone as a crucial prop?
❌ Are there any props with large, reflective surfaces?
✔️ Do the set elements enhance the atmosphere without being distracting?
❌ Are there any props or set elements with visible logos of other brands that you’re not promoting?
❌ Green screen background: Are there any green props in front of the green screen?
What your UGC creators wear on camera can elevate your brand image or, if poorly considered, distract your audience (and even interfere with the editing process!)
Let’s get into it.
Creators are free to bring their unique flair to the table, but the attire shouldn’t steal the show. Here’s what to communicate to the creators when it comes to clothes & makeup:
Before hitting that record button, double-check how the chosen attire stands against the background. For example, a white shirt will blend into a white wall, causing you to lose definition in the shot.
Green screen filming requires special wardrobe considerations to ensure the post-production magic happens seamlessly. Here’s what to communicate to the creator:
✅ Clothing & Appearance Checklist for UGC Videos
✔️Does the clothing have simple patterns?
❌ Is too much skin visible?
❌ Are there any visible brand tags?
✔️Is the makeup natural-looking?
✔️Is the hairstyle simple and neat?
✔️Are the fingernails clean and well-groomed?
❌ Green screen: Is the clothing color green or blue?
❌ Green screen: Are there any complex patterns or textures?
❌ Green screen: Any reflective jewelry or accessories?
❌ Green screen: Is any part of the clothing see-through or holey?
Viewers can spot insincerity and fakeness. And when they do, they cringe and scroll away.
When it comes to the ambiance and overall feel of your UGC video, always remind your creators to stay true to themselves. Yes, a script or a brief can offer direction, but the real magic happens when creators infuse their unique personalities into the narrative.
For influencers who have a distinct style, you might even consider giving them the creative reins to develop their own concept for the video.
The approach is a bit different if you’re casting professional actors or celebrities. Read more about different casing options in Part 3 of this series.
It can be tempting to have the script on-screen or just off-camera, serving as a makeshift teleprompter.
However, unless your creator is a pro at disguise, this usually makes it glaringly apparent they’re reading rather than genuinely engaging with the audience.
Memorizing the script before hitting ‘record’ is the best route to take. After the creator has memorized the script, they can make it more conversational by adding all those natural-sounding ”uhms” and ”ahs” and ”you knows” (where applicable!) – read more about scripting in Part 2 of this series.
The tone of voice can be a game-changer.
Whether it’s enthusiastic, serious, or laid-back, make sure the tone aligns well with the message you’re trying to convey and the brand you’re representing. A mismatch can lead to mixed signals for the viewer.
Encourage the creator to tap into the emotional core of what they’re discussing.
Whether it’s excitement over a new product feature or empathy when discussing a more serious topic, emotional resonance can significantly impact viewer engagement.
One basic yet crucial factor is maintaining eye contact with the camera (without being creepy, of course – it’s okay to look away now and then).
This, of course, only goes if the concept involves the creator addressing the viewers directly (sometimes it doesn’t, e.g. when the concept is a skit in which the creator doesn’t talk to the camera but acts out the scene in another way).
Maintaining eye contact with the camera is simple in theory but often challenging in practice, especially with the distracting allure of seeing oneself on the screen (if they’re filming themselves with a selfie camera).
For video veterans, this may not be a hurdle, but if you’re working with a newbie, you might need a few takes to nail it.
Movement makes things interesting; aim to have some action going on continually.
Encourage your creators to use hand gestures, head movements, and facial expressions; it adds a layer of natural dynamism to their performance.
The goal is to create a video that’s lively and engaging, not a static talking-head clip.
In a longer video, it’s easy for energy levels to drop. Remind your creators to maintain enthusiasm and energy from start to finish (if applicable – in some concepts the before/after shift might be the whole point).
A dip in energy can lose viewers’ attention, which is why it’s good for the creators to take short breaks during filming.
Too fast, and you risk overwhelming the viewer; too slow, and you risk losing their attention.
Achieving the right pacing keeps the video engaging and allows the viewer time to absorb the content.
While it’s important to keep the energy up, strategic pauses can add emphasis and give viewers a moment to digest what’s been said.
Pauses can be especially effective for highlighting key points or transitioning between topics.
Or just, you know… just pause for ✨drama.✨
✅ Acting & Vibe Checklist for UGC Videos
❌ Does the acting seem forced or unnatural?
✔️ Is the creator maintaining eye contact with the viewer/the camera (if applicable)?
❌ Does the creator sound or look like they’re reading off a teleprompter?
✔️ Does the creator move their hands and body in a natural way?
✔️ Is there a constant sense of motion within the frame?
✔️ Is the tone of voice in line with the brand and message?
✔️ Does the creator maintain the energy levels throughout the video (if applicable)?
✔️ Does the creator make use of strategic pauses?
✔️ Is the pacing appropriate to keep viewers engaged?
Crafting great User-Generated Content (UGC) videos is an art! Sure, you can wing it if you’re experienced, but most people need guidelines and planning, and that’s why we’ve put time and energy into writing this comprehensive UGC series.
Check out Part 5, in which we discuss how to use the smartphone during UGC shoots, and other important aspects such as framing, resolution, and aspect ratios. 📱🌟
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