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The scroll-stopping power of UGC comes from pattern interruption — it looks like a friend's video, not a brand's. That means the script matters more than the production value. I write hooks the same way I would write a first line of a text message: direct, slightly imperfect, zero corporate polish.
The testing framework is simple: produce 3-5 hook variants against the same core script, ship them into a testing campaign, and let the data pick the winner before scaling spend. Creative fatigue sets in fast on UGC — plan for a fresh batch every 2-3 weeks on any actively scaling campaign.