Brands keep chasing perfection—slick agencies, perfect lighting, drone shots, cinematic transitions. It feels “premium,” but in today’s world, polished often translates to fake. Consumers scroll right past it. Perfection blends into the wallpaper.

What actually breaks through? The “ugly” stuff.
A shaky kitchen video. A raw testimonial filmed on someone’s phone. A messy unboxing. Real people talking like real people.

And the data is loud about it. A 2024 TINT report shows that user-generated content gets four times higher click-through rates and costs half as much per click compared to glossy brand ads. Four times better performance with a fraction of the spend. The algorithm prefers human. So do buyers.

Because people trust people far more than they trust a studio-polished pitch. The messy edges signal honesty. The imperfections feel like recommendation, not manipulation.

Today’s Move: Run the Ugly Wins Challenge. Find the most authentic, unfiltered piece of content a real customer has ever posted about your product—video, photo, quick review—and get permission to use it. Then put your ad budget behind that, not your next polished production.

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