When one frame is enough
A recognisable product, a simple offer or a visual comparison can work as a static creative. The message must survive a quick glance on a small screen. Avoid making the viewer read a brochure.
When a demonstration helps
A video can show the product in use, unpack an objection or explain a sequence. A conversational creator-style treatment can fit the feed, but the opening still needs to give people a reason to stay.
Keep trust intact
UGC-style is not the same as genuine user-generated endorsement. Do not write invented customer experiences, undisclosed testimonials or unverified results into the script. Agree whether production uses real creators, supplied footage or AI-assisted assets.
Test a real hypothesis
Keep the offer and audience comparable where possible, and test different ways of explaining the same value. Interpret results alongside delivery, budget and targeting—not format alone.