The consumer has moved — have you?
Gen Z and Millennials now spend more time on short-form video than on all other content formats combined. They no longer search for products on Google first — they discover them in the feed. If your brand is not there, it does not exist to them.
UGC beats produced video
Polished brand content from the studio performs worse than raw, authentic UGC. Consumers trust real people — not advertising. The best performing ads look like organic content, not a campaign shoot.
That does not mean quality is irrelevant. It means relevance and credibility beat production value.
The hook decides everything
You have 1.5 seconds. If the hook does not land, the user scrolls on and your entire ad spend is wasted. We typically test 5-8 different hooks per concept to find the one that stops the thumb.
Volume beats perfection
A brand launching 12 new videos a month beats a brand launching 2 perfect ones. Iteration is faster than planning. Get something out, measure, learn, repeat.
How to get started
Start by gathering 3-5 UGC creators, define your 4-5 most important messages and make 8-10 variations in the first month. Measure hook rate, hold rate and CPA. Scale what works. Drop what does not.
Short-form video is not a channel you test for a couple of weeks. It is a capability you build — and those who start now will have a head start in 12 months.