A clean instructional walkthrough — each step shown in order, clearly framed, with a step caption. Less personality than the UGC demo, more clarity.
When to use it
When you want the ad to double as support content: onboarding, post-purchase, or a product people abandon because they cannot work out the first five minutes.
The thing to get right
Like the UGC demo, the steps must be things the product genuinely does. This version is shot instructionally rather than conversationally, so it survives being watched with the sound off.
The format at a glance
- Output — a video ad.
- Structure — 5 beats, each one a separately planned shot.
- Family — Creator & UGC video.
- Recipe id — tutorial, which is what you name when you ask for it by hand or from an agent.
How is this different from the UGC demo?
Register, not content. Both require every step to be something the product genuinely does. This one is shot instructionally rather than conversationally, which is why it survives being watched with the sound off.
Related formats
Formats built around a person on camera — the talking-head, the unboxing, the try-on, the demo. These are the highest-volume paid-social formats on TikTok, Reels and Shorts, and the ones where realism matters more than polish.
- UGC talking-head — a real creator reviewing/recommending the product straight to camera (TikTok/Reels)
- UGC unboxing — a creator excitedly opening/unpacking the product
- UGC tutorial / demo — a creator demonstrating how the product works, step by step
- UGC try-on / haul — a creator receiving, trying on or using the product (fashion/beauty/lifestyle)
- UGC product hero — UGC where the PRODUCT is the sole focal hero — close, tactile, hands-on (little/no creator face)
- This gadget saved me — a creator framing the product as the thing that fixed a specific everyday frustration ("this literally saved me")
The full catalog is on the creative recipes index.
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