Paid ads, landing pages, creative and testing, in plain English.
"UGC" can mean a customer's post or a paid creator's video. Here's what it means in paid social, the formats worth knowing, why it can work in feeds and where it falls short.
A brief built for ads gets you footage you can recut and test. What to include, from hooks and proof shots to deliverables and usage terms, plus a template you can copy.
Eight UGC hook formats that give people a reason to keep watching, how to film several hooks per video, and how to test them while keeping the rest of the ad constant.
Break one creator video into hooks, beats, B-roll and quotes, then rebuild it into ten testable ads, each matched to the right landing page and named so results stay readable.
What creator whitelisting is, how Meta partnership ads and TikTok Spark Ads work at a general level, the terms to agree before launch, and the risks to plan for.
The usage terms to settle with creators and customers before a UGC ad runs, from paid usage and edits to whitelisting and raw files, plus the basics of honest disclosure.