Look, we've all seen the Meta ads world change dramatically over the last two years. Remember when we could just slap a product shot with some snappy copy and call it a day? Those times are long gone.
I've been digging through some of our client strategy decks all week, and the data is doing all the talking. What's working in 2025 looks nothing like what worked even 18 months ago. Here's the real deal on what's actually driving performance now.
Is UGC effective for marketing?
There was a time when UGC was the preferred for ad creatives, but today, it's the baseline expectation. Here’s what we’ve found with our client and in the industry so far:
- UGC-style ads are pulling 3x higher click-through rates than traditional brand creative
- Conversion costs drop by about 30% when you go authentic
- People watch UGC content 2.5x longer than polished brand videos
For 2025, we’ve noticed that the successful "authentic" content is anything but random. Brands that understand the worth of UGC-style content are putting serious strategy behind creative that only looks “spontaneous”.
Here’s a few examples of the type of UGC that does well:
"Problem-solution" UGC
This format starts with a relatable pain point, shows genuine frustration, and then introduces the product as the unexpected hero. These narratives tend to drive higher purchase intent than generic testimonials.
For example, Billie's razor campaign shares clips by everyday women showing shaving disasters with other brands before highlighting Billie's smoother experience. The key is capturing an authentic gasp in the "before" segment.
"Day-in-the-life" integration
Products shown as natural parts of users' routines and not as special features are converting at high rates. The most successful ads show products being used casually, almost as background elements.
Girlfriend Collective followed this method with their leggings featured in morning routines, work transitions, and evening relaxation, all in the same 15-second clip. The product is present throughout but never directly addressed until the final call-to-action.
"Duet-style" comparison UGC
Originally from TikTok, split-screen reactions to product demos have become great converters on Meta platforms. One side shows the product in action, while the other captures real-time reactions.
Influencers vs. UGC creators
Perhaps most surprisingly, content from everyday users (not professional influencers) is outperforming influencer content on cost-per-acquisition metrics. Brands like Parade are specifically recruiting UGC creators and ambassadors with a lower follower count for their paid social campaigns.
Do your videos really need hooks?
Short-form video owns the space now, making up over 70% of top performers. But you've got about three seconds, max, to hook someone before they scroll past.
- Get a visual hook in the first 1.5 seconds, and you'll see higher completion rates
- Text overlays in the first second improve retention
- Quick-cut transitions in your opener drive a lot more engagement
The hook game has gotten far more sophisticated in 2025. Here's what's actually working now:
Pattern interruption hooks
The most successful videos start with visually jarring elements that break expected patterns. Goodfood, a Canadian meal kit service, nailed this with a UGC ad that kicks off with a super close-up of a mouthwatering sandwich. The opening line, "Hate cooking but love eating?" instantly pulls you in by hitting on a common struggle in a fun, surprising way.
Our eye-tracking studies show these pattern breaks create 1.7 seconds of guaranteed attention before cognitive processing kicks in. This is enough time to deliver your key message.
"Wait, what?" statements
Opening lines that create cognitive dissonance are stopping people from scrolling immediately. The best way to do this is to make a statement that seems simultaneously true yet impossible.
For instance, Blume skincare had some great creatives around “Skincare you can eat.” This contradiction immediately reduces bounce rate compared to benefit-focused openers.
Delayed brand reveals
Videos that don't immediately reveal the brand or product result in higher completion rates. The curiosity gap drives viewers to stick around for the reveal, typically positioned between the 7-12 second mark.
Athletic Greens managed to do this well with their "Mystery Drink Challenge" series, where the product isn't shown until after authentic reaction shots.
Native format mimicry
Ads that precisely mimic organic content formats are seeing major performance improvements. The key is to adopt platform-specific visual languages.
- Instagram reels-style speed ramps (quick motion followed by slowed action)
- TikTok-style text positioning and font choices
- Facebook's predominant vertical-to-square ratio with border treatment
Our testing shows mimicking the exact transitions and text animations of each platform's top organic posts improves engagement, too.
Brand Examples that are killing it in 2025
OLIPOP
OLIPOP figured out that genuine surprise sells soda. Their "taste test challenge" captured first-time tasters expecting another disappointing healthy alternative, then showing authentic shock when it actually tasted good. Minimal branding until the payoff is what made it scroll-stopping content.
Nike
Even Nike ditched the celebrity-heavy approach for their "Morning Mile" series. These ads follow everyday runners in different neighbourhoods with deliberately minimal production.
