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Never Test A New Script With UGC

21 Oct 2026 · 1 min

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In this segment, Eric Deeran explains a strategic approach to user‑generated‑content (UGC) advertising. He argues that swapping the on‑screen talent—using creators of different ages, genders, or ethnicities—can revitalize a high‑performing script and broaden its appeal across market segments. He stresses that new scripts should never be paired with new UGC actors; instead, proven, high‑converting scripts should be tested with fresh creators to avoid confounding variables and maximize success probability.

Chapters

Sometimes just having a different face that resonates with a different part of your market can work really well because so many people are probably tired of seeing my ugly face on here where it's mainly me in all of the ads, right? Just some dude in his 20s. Whereas when we have a woman or someone older or someone younger or someone of a different ethnicity, that's a really good way to take your winning scripts and just have a UGC creator duplicate them and recreate them, and you'll get much more life out of those scripts. Now, you never want to use a new script with a new UGC actor. You always want to use a proven script with a UGC actor because that'll have the highest likelihood of success. You're not testing 2 variables at once.