🤔 why ugly ads are winning right now

Dec 02, 2025

Don't miss the next posts 👉

G’day.

I’m clutching my long black this morning after reviewing some interesting test results from last week.

I noticed something across a few client accounts. We ran beautifully designed studio graphics against shakier, user-generated style videos shot on an iPhone. The results were shocking.

In a feed full of polished content, raw authenticity is what stops the scroll.

📰 The News

TikTok push for longer videos vs reality TikTok is encouraging creators to post longer, horizontal videos to compete with YouTube. But don't abandon short-form ads yet. The data still shows that for direct response, punchy, vertical video under 30 seconds holds attention best in the feed environment. [Read the full story here]

💡 The Tip

Run the "iPhone vs Studio" test.

Take your best performing angle and shoot two versions. One highly produced, one raw and shot on a phone. Run them head to head in the same ad set. The market will tell you what it prefers faster than any creative director can.

🎁 The Freebiz

I put together a swipe file of 10 "ugly" ad concepts that are crushing it right now across different industries.

[Download the swipe file here]

Cheers,

Michael from HWC 🤓

P.S. Raw doesn't mean lazy. The lighting and audio still need to be decent, but it shouldn't feel like a TV commercial.

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🤔 why ugly ads are winning right now

THUMBSTOP NEWSLETTER

Thumbstop by How We Convert is my personal take on the paid social world. I curate the news that actually matters and serve up tips plus freebies to help you improve your ROI. 🚀 It is a bite sized read designed to be enjoyed on your phone.

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