PAS framework
PAS (Problem–Agitate–Solution) is a short-form script structure: name the problem clearly, make the viewer feel its frustration, then introduce the product as the logical fix. It maps cleanly onto a UGC hook → body → CTA and is one of the most reliable converting structures.
PAS works because it earns the CTA. By the time the product appears, the viewer has already agreed there is a problem worth solving — so the recommendation lands as relief rather than a pitch.
Sources & further reading
External sources are independent third parties cited for reference; links open in a new tab.
Mara has spent a decade building UGC and paid-social programs for DTC and app brands — shipping thousands of short-form creatives and obsessing over hook rates. She writes about what's actually working in AI-assisted content.