Neither format wins everywhere. Founder-led ads tend to work best for products that need trust or explanation (skincare, health, premium items). UGC tends to work best for showing results and everyday use. Test both on the same angle and let purchase data decide.
Why founder ads work
- They answer "why should I trust this?" with a real person and a real reason.
- They stand out in feeds full of polished brand content.
- Credentials (a nurse, a chemist, a stylist) carry weight.
Why UGC works
- It shows the product in a normal life, not a studio.
- It answers "will it work for someone like me?"
- It's easy to produce at volume.
How to brief each
| Founder ad | UGC ad | |
|---|---|---|
| Opening | The problem that made them create it | A relatable problem or result |
| Middle | What makes it different | Using the product, honest reaction |
| Close | Guarantee or invitation | Result and recommendation |
Phone-filmed is fine
Native, phone-filmed content usually outperforms studio production on social. Spend on ideas and volume, not equipment.
Ad angle generator
Frequently asked questions
Do I need to pay creators for UGC?
Not always. Existing customers will often film short reviews in exchange for product, and their content reads as more genuine.
How long should a founder ad be?
Most perform best between 20 and 45 seconds, with the key message in the first three seconds.
Can I use UGC in Advantage+ campaigns?
Yes. Once a UGC ad proves itself in testing, move it into your scale campaign like any other winner.
Written by Shimeez Bok, founder of Growth Alchemy, an ecommerce growth studio in Auckland, New Zealand.
