UGC & creator ads, that feels real.

What this pillar covers.

UGC has become a staple of paid social, and it’s one of the hardest formats to fake. Good UGC plays like a recommendation. Off UGC plays like a commercial pretending to be a recommendation, and feeds scroll past it quickly. This pillar is about the craft: briefing creators so you get usable footage on the first take, writing hooks that hold attention past the opening line, editing creator footage without over-polishing it into an ad, and — now increasingly — using AI-generated UGC without crossing into uncanny-valley territory. Read through if you run paid social, work with creators, or are testing synthetic-creator formats.