User-generated content (UGC) is dominating paid social, but most brands get it wrong. Throwing random influencer videos into ads won’t magically bring in conversions. UGC needs to feel native, highlight the problem, and showcase the product as the best solution—all in under 30 seconds.
A winning UGC ad follows a structure: Hook, Problem, Solution, Social Proof, and Call to Action. The hook needs to stop scrolling instantly—whether it’s a bold claim, a surprising visual, or direct audience engagement. If the first three seconds don’t grab attention, the rest of the video doesn’t matter.
The secret to scaling UGC is testing multiple variations. Different hooks, angles, and editing styles can drastically change performance. The best-performing ads don’t just look good—they’re backed by data and optimized for maximum engagement and conversions.
