Creator resources

Creator
Library.

A reference library of UGC formats, hooks, and ad examples. Browse for structure and inspiration before you shoot.

Hook formatsPaid ad examplesOrganic examples
Reference

Hook format examples.

Opening seconds that stop the scroll. Study the structure, not the script.

Before/After
Competitor Comparison
Curiosity Tease
Direct Callout
Mid Walk
Open Fridge
POV Shot
Product Shot
Question Sticker
Reaction Style
Setting Phone Up
Split Screen
Transition
Visual Effects
Visual Prop Zoom In
Walk Into Frame
Breakdown

UGC formats: paid ads.

Paid examples with explanations on why each one works.

Competitor Comparison
Target demographics: General wellness
Educational/How-to
Target demographics: General wellness, athletic/recovery
Lifestyle
Target demographics: Wellness enthusiasts
Product Review
Target demographics: Biohacker/longevity optimizer
Skit
Target demographics: General wellness
Split Screen
Target demographics: Chronic fatigue/low energy
Storytelling
Target demographics: IBS/gut health community
Testimonial
Target demographics: Biohackers, athletic/active audience
Reference

UGC formats: organic.

Native-feeling content that does not read as an ad.

Aesthetic/Product Feature
ASMR
Exercise Recovery
Hydrogen Water vs Water Comparison
Laptop Text On Screen
Lifestyle Routine
POV
Relatable/Storytime
Skit
"Yap" / TikTok Native
Reference

Content styles for each platform.

What performs where, and why. Use this before deciding format.

Meta (Instagram & Facebook)
TikTok
Explanation
Meta (Instagram & Facebook)
  • the “work email”
  • polished/put together/curated content
  • static ads, polished trends
  • features a wide variety of formats, including photos, carousels, text posts, stories, reels
  • Meta offers steadier returns, particularly for ecommerce and DTC brands, with stronger
    retargeting and conversion tracking that supports mid-to-bottom funnel objectives.
  • Meta remains stronger in conversion performance
TikTok
  • the “group chat”
  • great for “ugly ads”
  • raw/real/fast paced/less curated, more conversational & organic
  • barely edited rants, vlogs, relevant hot takes, relatable videos,
    talking to camera, trend casual voiceovers
  • exclusively focuses on vertical, full screen videos. Content must look
    native, unpolished, and raw (like UGC)
  • TikTok leans into trend-driven discovery with fast creative turnover,
    and videos often burn out within 1-2 weeks, making it better for top-
    of-funnel awareness than sustained ROAS
  • TikTok generates more engagement
Aspect ratio / format
Meta (Instagram & Facebook)
  • Reels & Stories: 9:16
  • Feed: 4:5
  • Square: 1:1
  • 9:16 dominates, keep safe zones clear
TikTok
  • 9:16 native feel non vertical content gets flagged as an ad and will
    underperform, keep safe zones clear
Video types that convert
Meta (Instagram & Facebook)
  • Testimonials, unboxings, before/after, lifestyle b-roll, tutorial/demo, text-over-product
  • Polished UGC performs well, “aesthetic content” still converts, doesn’t need to look as “raw”
    as TikTok
TikTok
  • GRWM, POV, trend-native hooks, talking head/talking to camera
    formats, greenscreen, duet/stitch format, raw unboxing
  • Needs to feel like organic TikTok. Overproduced does not perform
    well.
  • Raw, fast, chaotic energy wins
Sound & Hook Mechanics
Meta (Instagram & Facebook)
  • Built to work muted (captions carry the story), so bold captions, drama-led scripts, and graphic
    CTAs matter more than the audio itself.
  • 3 second rule
TikTok
  • TikTok: audio-led, no explicit CTA in the first beats, it needs to feel
    like it belongs in the "For You" scroll, not like an ad interrupting it.
  • 3 second rule (more punishing on TikTok), the platform's audience is
    the most fatigued by traditional advertising of any channel
Tone & Energy
Meta (Instagram & Facebook)
  • Aspirational, relatable, trust building
  • Can lean slightly polished, emotional, or story-driven.
  • IG audience expects aesthetics.
  • FB skews older, direct benefits language converts well
TikTok
  • Unfiltered, funny, chaotic/urgent
  • Authenticity is key
  • Humor, self deprecation, “real talk” outperforms anything that feels
    too scripted
  • Ads should not feel like ads
On screen text & captions
Meta (Instagram & Facebook)
  • Captions recommended (70-80% of users watch muted)
  • Text overlays are common/easy to follow, but keep them to short/bold callouts
TikTok
  • Heavy on-screen text is expected and drives retention.
  • Text should reinforce or add humor, not just caption the audio
  • Multiple text animations throughout the video is the norm.
CTA
Meta (Instagram & Facebook)
  • CTA at the end is good, can be softer/less direct > “link in bio”, “tap to shop”, “learn more”
    button CTA’s for ads do a lot of the heavy lifting so video CTA can be lighter/more natural
TikTok
  • CTA should come mid-video AND at the end. TikTok viewers drop
    off so don’t wait
  • “Comment X for the link” and in-video urgency language
    outperforms passive CTA’s

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