UGC looks, feels and behaves like the feed. It compresses trust—fast. On TikTok, for example, attention is brutally front-loaded: 71% of users decide in the first three seconds whether to keep watching. UGC’s native hooks (selfie POVs, quick demos, stitched reactions) earn that first three seconds more reliably than polished brand ads.

This matters because the platforms are rewarding incrementality over vanity metrics. TikTok’s own Conversion Lift studies repeatedly show the channel’s incremental contribution across the full funnel—meaning the “seen on TikTok” effect translates to measurable lifts in conversion, not just views. UGC formats amplify that by adding social proof at the exact point of decision.

And yes, the performance gap is real: multiple industry roundups in 2025 report UGC outperforming brand-made creative on TikTok (e.g., 22% higher effectiveness), underscoring the advantage of peer-style content over studio polish.

Meta’s engineering team is explicit: Andromeda is a next-gen retrieval system that unifies modelling end-to-end so it can personalise ad selection at scale using richer input signals from your assets—not your audience spreadsheets. The practical upshot is that creative diversification isn’t a nice-to-have; it’s the lever. Give the system a modular UGC library (multiple hooks, angles, formats, framings), and it can auto-match the right message to the right micro-moment.

Seasoned Meta strategists are coming to the same conclusion: you don’t need more campaigns—you need more varied creatives that the algorithm can pair to intent. Think problem–solution explainers, un-boxings, 15- to 30-second testimonials, objection-handling duets, and silent-captioned demos for sound-off environments.

1. Brief for moments, not demographics. Map the buyer journey (scroll-stopping hook → demo → proof → offer) and script modular beats creators can mix and match.

2. Ship volume with standards. Weekly drops of 10–20 variants built from a fixed “beat sheet” (5–7 hooks × 3 benefits × 3 CTAs) give Andromeda enough surface area to learn.
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3. Measure for learning speed. Optimise to cost per thumb-stop and hook hold for week one; graduate winners to CPA/ROAS targets in Advantage+ once they clear your payback guardrails.
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4. Close the loop. Turn top-performing UGC into evergreen templates, then re-shoot quarterly with fresh faces and product updates.

UGC isn’t “cheaper creative”; it’s the only format built for how the 2025 delivery systems actually work. On Meta, Andromeda rewards libraries rich in context and variation. On TikTok, the attention maths demands authentic, fast-moving storytelling. If you want lower CAC at scale, your asset pipeline must look like a product: repeatable, testable, and relentlessly iterated.We build that pipeline.

GHG sources creators, engineers modular scripts, runs disciplined weekly testing, and translates platform learning into revenue outcomes—so your media dollars compound instead of stall. If you’re ready to scale paid social the way 2025 actually works, let’s get your UGC engine humming.
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