UGC

Hook (First 1-3 Seconds)

• Must stop the scroll—pattern interrupt or curiosity gap
• Face close to camera—creates intimacy, attention
• Movement in first frame—static = scroll past
• Text overlay reinforces hook—works with sound off
• Controversial or surprising statement—triggers engagement
• "Wait for it" only if payoff delivers—overused but works when earned

Authenticity Over Production

• iPhone quality preferred—polished = ad, raw = real
• Real person, real environment—not studio, not perfect lighting
• Natural speech patterns—not scripted-sounding
• Mistakes left in strategically—human, relatable
• POV style—viewer feels like friend showing them something

Formats That Work