A real person films on their own phone, in the everyday style that reads as a post rather than an ad. For an app the hook is usually someone naming the problem in their own words before anything gets shown, because the screen alone does not explain why anyone downloaded it.
This page is the app side of ad production. It says how UGC ads get written and tested, what they did on two accounts, and what the sprint of fifteen ads includes. Games have their own page, because they are briefed differently.
How the ads get written
I go through your ad account and the ads your competitors are running, and write the ideas from what that shows. A creator I work with handles the direction, the script and the opening line, and the talent comes from my creator network. The first round is rough on purpose: nothing gets finished properly until a test of fourteen days in your own account has picked the winner. The test itself is written out step by step.
What it looked like
At Diress, a UGC ad of someone trying on the product cut CPI by 40 percent. At EatBetter, turning creator content into paid acquisition on Meta was the engine behind $10K to $180K in monthly recurring revenue in two months. What to do with the winner once it is old is its own question, and its own post.
Who it is for
- Subscription apps whose Meta creative has gone stale
- Teams that have bought UGC from a marketplace and got footage with no strategy attached
- Apps where the product is a screen with text, and the ad has to carry the why
What you get
- 3 ad ideas written from your ad account, 5 versions of each, 15 ads ready to run
- Fourteen days of testing in your ad account, set up so the ads get a fair read
- A written summary at the end: what worked, and what to make next
- The winner remade properly, then versions of it, if you continue month to month
Questions people ask
Who is the creator?
Someone from my network, cast for the app. I do not name individual creators on this site. You see the person in the ads before anything runs.
Do I supply the script?
No. The ideas come out of your ad account, and the script and opening line are written with the creator. If you have a brief it helps, but it is not the starting point.
What if none of the fifteen win?
The summary says so plainly and sets out what the test ruled out, which narrows what is worth making next. A round that kills three ideas is still a result you can act on.
Do the ads work for games too?
Yes, with a different brief: a reaction, or someone playing and talking over it. There is a separate page for game ads.