Campaign workflow
Creating Comment Mockups for UGC Ad Concepts
UGC concepts often need to show why a creator would make the next claim or demonstration. A comment mockup can supply that prompt while keeping the focus on proof the ad will provide.
Create a concept comment ↗Map the comment to an ad job
Start with the job of the ad: answer a product question, handle an objection, demonstrate a result, or show a use case. Then write a comment that makes that next beat feel motivated.
- Question: prompts a tutorial or demo.
- Objection: prompts a comparison or proof point.
- Use case: prompts a scene change or reveal.
Write an audience question, not a slogan
The comment should sound like the type of question a potential customer might ask, without pretending to be a verified customer statement. Keep it specific to proof the ad can honestly show.
Does it still look natural after a full day of meetings?
Separate concepts from claims
In the brief and exported visual, make clear that the comment is illustrative. Validate any product claim through the appropriate review process before it enters an ad.
Creator tip: Pair each mockup with the exact footage or testimonial evidence that will answer it.