Most brands buy UGC, run it as an ad, and wonder why it doesn't convert.

Here's what I see happen over and over:

The brief is too scripted. Brands send a 3-page doc with exact talking points. The creator reads it word for word. It sounds exactly like an ad — because it is one.

They pick creators based on aesthetics, not audience fit. A creator who looks like your customer matters more than one with a clean setup.

They test one or two videos and give up. The brands killing it on Meta are testing 10–20 angles per month. Most small brands test 2 and conclude "UGC doesn't work."

What actually works:

• Give creators a core hook and a desired outcome. Let them fill in the middle naturally.

• Focus on hooks. The first 2–3 seconds determine 80% of your CPM and CTR. Everything else is secondary.

• Treat UGC like a volume game. The goal is finding the 1–2 creatives that print. You can't know which ones until you run enough.

The brands that understand this are getting 3–5x ROAS on cold traffic. The ones who don't are funding their competitors.

— RawClip