Curate, don't create!

A great quote I heard and have been living by for paid ad creative:

"Curate, don't create"

It really is the one consistent factor across all our paid ad clients. Curated user-generated content outperforms more often than not.

A really easy favourite basic version of this is just customer quotes.

And then more advanced versions are video testimonials and bonus brownie points if it's from an influencer in your space.

Yes, lots of exceptions to this, but on average.