Why Most UGC Doesn’t Convert (and the Fix You Can Steal Today)

Hey there, it’s Patrick from TVG.

At TVG, our team creates hundreds of UGC ad creatives every single month across supplements, skincare, apparel, and more.

And after testing thousands of variations, there’s one truth we’ve learned:

Most UGC doesn’t fail because of the editing.

It fails because it’s missing the story.

That’s why every winning creative we launch follows a simple, battle-tested structure.

One that consistently lowers CPA and increases conversion rates.

Let’s break it down 👇

The Hook

Grab attention and qualify the right viewer.

The opening line’s job is to stop the scroll and instantly connect to your target audience’s pain point or desire.

The Villain

Create tension by naming the problem.

The “villain” could be an outdated product, a broken system, or a frustration your customer relates to.

This is the moment they think: “That’s me.”

The Hero

Now introduce your product as the solution.

Show how it directly solves the pain points from the previous step.

Every feature mentioned should tie back to a specific frustration or desire.

Don’t just say what it does. Show how it helps.

Proof & Objection Handling

Demonstrate results and remove doubt.

This is where belief turns into trust.

Show the product in action, feature testimonials, highlight real outcomes, and proactively answer the objections customers are already thinking.

The CTA

End with clarity and confidence.

Reinforce the core benefit, not just the offer.

Example: “Ready to feel the difference?” works better than “Shop now.”

Tell them exactly what to do next and make it simple.

Why This Works

This framework mirrors how humans make decisions:

Attention → Emotion → Logic → Trust → Action

When you tell a story that follows this flow, you’re not forcing a sale: you’re guiding one.

At TVG, every top-performing ad we run follows this same backbone:

Hook → Villain → Hero → Proof → CTA

Keep it simple.

Stay authentic.

And never skip the story arc.

In this week’s video, I walk through real examples of UGC ads that follow this exact framework and show how small creative tweaks can cut CPA in half.

👉 Watch the Full Training on YouTube

Want to apply this to your brand?

If you’re ready to scale your eCommerce brand with UGC that actually converts, book a Free Core Audit Call Here.

See you inside,

Patrick O’Driscoll

Founder, The Visionary Group