This Is Why Your UGC Isn’t Performing
UGC isn’t failing because creators are worse than they used to be. It’s failing because the environment around it has changed.
With Meta’s Andromeda update, creative is no longer evaluated as a single ad. Hooks, formats, creators, and angles are treated as individual entities. Each one can lift or sink performance on its own.
Find where to source UGC creatorsWhen brands ignore that, creative fatigue sets in faster, testing becomes noisier, and scaling becomes harder.
At the same time, legal risk has increased. A single scripted testimonial or misleading reenactment can result in fines over $50,000 per violation.
The problem is not that UGC does not work. The problem is that most UGC systems were built for a different version of Meta.