“UGC is king. You'll see that most of the ads that work out there are UGC content. You'll see a lot of AI videos — the cost of producing them is cheap, and they're easy to test.”

UGC is king in consumer ads — pay $50 a creator and lean on AI video to multiply volume

For consumer apps, user-generated-style content beats polished production in paid ads. Pay creators as little as $50 per piece, lean on AI video tools and CapCut to multiply volume, and treat creative as a testing problem rather than a craft problem.