After making a hundred UGC ads, some patterns are impossible to ignore. A few of them go against everything the polished-brand playbook tells you to do. Here are five that stuck.
1. The hook is 80 percent of the job
If the first two seconds don't earn attention, nothing else matters. We now spend more time on the opening line than on the entire rest of the script.
2. Too real usually wins
The takes that felt slightly too casual, too unpolished, or too honest almost always outperformed the perfect ones. People trust real. They scroll past shiny.
3. Native beats produced
An ad that looks like a normal post gets watched like a normal post. The second it looks like an ad, thumbs start moving. Blend in to stand out.
The rest? Batch your filming, and never judge a take before it's edited. The clip you almost deleted is often the one that pops.