03 · Editing
Learn to edit UGC: hook, cuts and export
Editing turns a home recording into a deliverable. Brands do not pay for “being there”: they pay for a cut that reads on mute, on a train, with the product in frame. If you cannot edit, the best kit will not save the brief.
You do not need After Effects school. You need a repeatable flow: import, mark the hook, cut silence, captions, export 1080×1920. Then apply to opportunities with a portfolio that already cuts clean.
A structure that works
Most commercial UGC fits in 15 to 45 seconds. Seconds 0–3: hook. Seconds 3–20: proof. Close with a benefit, not a screamed “buy now” unless the brief asks.
If the video runs past a minute, ask whether they want cutdowns. A single 90-second block often creates an extra round. Default to 9:16; add 1:1 if they ask.
Cuts, not catalogue transitions
Cut on the gesture or the word. Avoid wipes and “viral” packs that date the piece. A clean jump cut feels more UGC than a template effect.
Remove filler and long gaps, but let it breathe. A cut every half second tires people. Alternate face and product so the eye stays.
Captions and type
Most viewing is muted. Large captions, high contrast, two lines max. Do not cover the face or the label. If the brand has a typeface, also deliver a clean plate.
Do not invent claims. If the brief says “no sugar”, do not write “the healthiest on the market”. On-screen text is part of ad compliance.
Audio in post
Normalise voice so it does not clip. Keep music under the voice; if you have no cleared library, deliver mute or a loop you can license. A famous track in ads is a problem.
If there is rustle, do not “fix” it into a robot. Shoot again: see the equipment guide.
Export and handoff
Export H.264, 1080×1920, 30 fps, AAC. Name files with brand, piece and version. Deliver the master and, if agreed, project or select takes.
Watch on a phone, not only a laptop. Check the last frame is not black. Then update the portfolio to this standard.
Frequently asked questions
Which app should I start with?
CapCut, VN or the native editor are enough. DaVinci or Premiere once you invoice and need colour and many delivers. The tool does not replace pace.
Do I need music?
No. Many brands add their own in ads. If you add music, clear it or deliver a mute version.
How many versions do I send?
What the brief asks. If silent, a master plus a 15s cutdown often avoids a round. Do not send eight unsolicited variants.