The Problem-Solution UGC Format, Step by Step

The problem-solution format is one of the most reliable structures in UGC. It mirrors how people actually decide to buy: they notice a problem, look for a fix, and want proof the fix works. When a video follows that path in thirty seconds, viewers who share the problem pay attention. This guide breaks down the format step by step, with tips for creators and notes for brands.

Why the format works

Relevance: naming a specific problem instantly filters for viewers who have it.
Tension and release: a problem creates tension; the solution releases it, which feels satisfying.
Clarity: viewers understand exactly why the product exists.
Flexibility: it works for almost any category, from skincare to software to hotel stays.

Step 1: Choose a real, specific problem

The problem is the hook, so it has to resonate. Good problems are:

specific: "My phone dies before lunch on travel days" rather than "battery issues,"
relatable: something many people in the target audience experience,
honest: a problem you have actually had, or one the brand's customers commonly report,
visual if possible: something you can show, not just describe.

Read the brief and look for customer pain points the brand mentions. If none are listed, ask: "What problems do customers usually buy this to solve?"

Step 2: Open with the problem

You have one to three seconds. Ways to open:

Show it: a tangled drawer, a frizzy hairstyle, a cold cup of coffee, a cramped suitcase.
Say it: "If your sunscreen always leaves a white cast, you need to see this."
Act it out: a quick, relatable moment of frustration.
Ask it: "Why does every hotel blackout curtain still let in light?"

Pair the opening with on-screen text so it works without sound. Our guide to writing UGC hooks has more opening patterns.

Step 3: Agitate briefly

Add one beat that makes the problem feel real: what it costs in time, comfort or mood. Keep it short. "I'd spend ten minutes every morning untangling cables" is enough. Spending too long here makes the video feel negative.

Step 4: Introduce the solution

Bring in the product naturally: "Then I found this," or simply show it. Make sure viewers can see the product clearly, with the name or packaging visible at least once.

Step 5: Show it solving the problem

This is the core of the video. Demonstrate the product addressing the exact problem you introduced:

the cables neatly organized,
the sunscreen blending in clearly,
the coffee still hot hours later,
the room dark with the curtains closed.

Show, do not tell. Keep the demonstration honest; never fake results or use editing tricks that misrepresent the product.

Step 6: Add proof

Reinforce the solution with:

a close-up of the result,
a time reference: "It's been three weeks,"
a sensory detail,
a comparison to your old way, without naming competitors unless approved.

Step 7: Call to action

End with a natural next step: "If this sounds like you, check the link," or "I keep one in my bag now." Match the call to action to the brief.

Example outline

Product: a packing cube set.

Problem (visual): an overstuffed suitcase that will not close.
Agitate: "Every trip, same struggle, and I can never find anything."
Solution: unbox the cubes.
Demo: pack clothes into cubes, suitcase closes easily.
Proof: open suitcase at the hotel, find items instantly.
CTA: "If you overpack like me, these are worth it."

Variations

Myth vs reality: "I thought X would fix it. It didn't. This did."
Day-in-the-life problem: the problem appears naturally during a routine.
Multiple small problems: three quick frustrations solved by one product.
Customer question format: "You asked how I keep my plants alive while traveling."

Common mistakes

Vague problems that do not resonate.
Exaggerated problems that feel staged.
Too much negativity before the solution arrives.
A solution that does not match the problem introduced.
Overclaiming what the product does.
Disparaging competitors by name without approval.

Using the format for hotels and travel

For hospitality, the "problem" is often a desire or a travel pain point:

"I needed a weekend where I didn't have to plan anything."
"Traveling with kids usually means compromise on the room."
"Finding a hotel with a quiet workspace is harder than it should be."

The solution is the property or experience, shown through real moments of the stay.

For brands: briefing problem-solution content

Share the real customer problems your product solves, ideally in customers' own words.
Rank them so creators can focus on the most important.
Provide accurate claims and any restrictions.
Consider asking for several versions, each focused on a different problem, to test which resonates.

Our guide on UGC for paid social ads explains how to test variations.

Frequently asked questions

Does every UGC video need a problem? No, but many of the most effective ones use this structure because it is so clear.

Can the problem be funny? Yes. Humor can make the problem more relatable, as long as it suits the brand.

How long should the problem section be? Usually a few seconds. Get to the solution quickly.

Unresourced connects creators with brands, agencies and hotels that need clear, persuasive short-form content. Create a free creator account and put this format to work.