What does this article cover

Why Relying on One Video May Not Give a Brand Enough Insight Into Which Ad Concepts Are Worth Testing What Is Creative Testing in UGC Advertising, and Which Elements Can a Brand Test What Determines the Right Number of UGC Videos a Brand Should Produce Each Month What Elements Can a Brand Test in UGC Videos How Can Brands Test These Elements Effectively How to Distribute UGC Video Ideas Throughout the Month and Prioritize Tests How to Distribute UGC Video Ideas Throughout the Month and Prioritize Tests How to Measure UGC Video Performance and Identify Which Concepts Deserve Further Testing When Should You Test New UGC Concepts Instead of Improving an Existing Video? How Should You Decide How Many Videos to Test at Each Stage Contact Gravity Marketing

Why Relying on One Video May Not Give a Brand Enough Insight Into Which Ad Concepts Are Worth Testing

Relying on a single UGC video in an advertising campaign can limit a brand’s understanding of content performance. One result may not reveal whether the concept itself resonates with the audience or whether the way the message is presented influenced the outcome.

For example, if a video introduces the product immediately, the brand could test another version that opens with a customer problem and a third that focuses on the product experience or its expected benefits. This is where become relevant, as changing the opening seconds can offer a different way to capture audience attention.

However, producing more videos does not automatically lead to better results. Each video should test a clear idea, taking into account the campaign budget and objective, whether that is increasing brand awareness, driving traffic, or generating sales. This makes creative testing part of a broader [performance marketing strategy] rather than simply an exercise in producing more content.

Brands should therefore determine their testing volume based on campaign goals and available budget, then compare different concepts before increasing their investment in advertising content.

Join the Gravity Marketing Creator Network to explore collaboration opportunities with brands and produce UGC videos that fit your campaign needs and budget, while understanding content usage rights and available production options. Join the Gravity Marketing Creator Network

What Is Creative Testing in UGC Advertising, and Which Elements Can a Brand Test

Creative testing involves trying different ways of presenting a product through UGC videos to identify which concepts or messages perform best against the campaign’s objectives. Rather than relying on a single video, a brand tests different versions and compares their performance using metrics relevant to its goals.

Not every video needs to be completely different. A brand can change one element at a time to better understand its impact, especially when working with a limited budget.

Key elements a brand can test include:

- The opening hook: Should the video start with a question, a customer problem, or a direct product introduction? Explore Gravity’s guide to UGC Video Hooks: Why the First Three Seconds Matter.

- The advertising message: Should the video focus on solving a problem, highlighting a specific benefit, or showing the product in use? The message should align with the campaign objective and target audience.

- Product presentation: Should the product appear in a real-life scenario, a practical demonstration, or a comparison? The presentation should communicate the product’s value without exaggeration or unsupported claims.

- Creator style: Would a personal, conversational delivery work better, or would a direct explanation communicate the product’s value more effectively? The right approach depends on the product and the audience’s expectations.

- Call to action (CTA): Should viewers be encouraged to purchase, visit the website, or learn more? The CTA should match the campaign’s primary objective.

How Should a Brand Choose What to Test

The choice depends on the campaign objective. If the goal is to drive traffic, a brand might test openings and messages that encourage people to explore the product. If the goal is to generate sales, it could test benefit-led messaging, ways to address customer objections, or different purchase prompts.

This is part of a broader performance marketing strategy, where brands measure results and optimize campaigns using performance data rather than relying on impressions alone.

When running ads on Meta and TikTok, brands should evaluate each video in the context of the campaign objective and settings, rather than judging success by views alone.

What Determines the Right Number of UGC Videos a Brand Should Produce Each Month

There is no single number of UGC videos that works for every brand. The right monthly volume depends on the campaign budget, advertising goals, number of products, and insights from previous creative tests. Instead of choosing a fixed number, brands should determine how many creative variations they can test meaningfully with the resources available.

Here are four key factors to consider:

1. Monthly Budget

The budget determines how many videos a brand can produce and test without spreading its resources too thin. Production costs may vary depending on creator fees, video complexity, editing, and content usage rights.

Before deciding on volume, brands should review the different UGC video pricing models and account for any additional costs associated with using the content in paid advertising.

A smaller budget may be better spent testing a few clearly differentiated concepts rather than producing many similar videos.

2. Campaign Size and Advertising Goals

A small campaign with one clear objective may need fewer creative variations than a larger campaign running across multiple audiences, products, or advertising platforms.

For example, a brand focused on driving purchases might test different product benefits, customer objections, and calls to action. A campaign focused on awareness might prioritize hooks, storytelling, and different ways to introduce the brand.

The goal is to produce enough variations to answer the campaign’s most important questions, not simply to maximize video output.

3. Number of Products and Creative Angles

Brands promoting several products may need more videos because each product can have different benefits, audiences, and purchase motivations.

However, each product does not necessarily need a completely separate production plan. A brand might test different hooks, demonstrations, or messages around the same product to discover which approach resonates most with its audience.

For brands using UGC in paid campaigns, the content should also fit the platform and campaign format. This is especially relevant when adapting videos for Meta and TikTok advertising, where the opening, pacing, and message can influence how the creative performs.

4. Results From Previous Creative Tests

Previous campaign data can help brands decide whether to produce new concepts, improve existing videos, or expand successful approaches.

If a concept performs well: Test new variations around its strongest elements rather than assuming the original video will work indefinitely.
If performance is weak: Investigate whether the issue lies in the hook, message, product presentation, audience, or campaign setup before producing more content.
If results are inconclusive: Consider whether the test had enough delivery and comparable conditions to support a decision.

Metrics such as click-through rate (CTR), conversion rate, and cost per acquisition (CPA) can help guide decisions, depending on the campaign objective.

How Can Brands Turn These Factors Into a Monthly Plan

Start by defining the campaign objective, then identify the creative questions that need answers. Estimate how many distinct concepts the budget can support, test those variations under comparable conditions, and use the results to decide what to produce next.

For example, a brand might begin by testing different hooks for one product, then develop additional versions around the strongest message. This creates a repeatable testing process without assuming that every brand needs the same number of videos each month.

The key takeaway: The right number of UGC videos is the number a brand can produce, test, and evaluate meaningfully within its budget and campaign goals. Quality of variation and the ability to learn from each test matter more than video quantity alone.

What Elements Can a Brand Test in UGC Videos

To get the most out of its UGC production budget, a brand needs more than multiple versions of the same video without a clear objective. It should identify the elements it wants to test and compare different variations to understand what helps achieve its campaign goals.

The five key elements a brand can test are:

1. The Advertising Hook

The first few seconds of a video help capture the viewer’s attention and encourage them to keep watching. A brand could open with a question, a common customer problem, a direct product introduction, or an intriguing result.

For example, instead of introducing the product immediately, a video could start with a question about a problem the product solves. The brand can then compare the two openings to see which attracts the right audience more effectively.

For more ideas, explore Gravity’s guide to UGC Video Hooks: Why the First Three Seconds Matter.

2. The Marketing Message

The same product can be promoted through different messages depending on the audience’s needs and motivations. One video might focus on saving time, another on ease of use, and a third on addressing a common customer problem.

The goal is to identify which benefit or message helps the audience understand the product’s value and supports the campaign objective, whether that is increasing awareness, driving traffic, or generating sales.

3. Product Presentation

The way a product is presented can influence how viewers understand it and whether they become interested in learning more. Brands can test different approaches, such as:

Showing the product in a real-life situation.
Demonstrating how to use it step by step.
Highlighting a specific feature through a practical demonstration.
Comparing the product with alternatives, provided the claims are accurate and verifiable.

The presentation style should match the product and the information customers need before making a purchase decision.

4. Creator Style

Different audiences may respond to different presentation styles. Some products may benefit from a casual, personal approach, while others require a direct explanation of how the product works or what makes it useful.

Brands can test different delivery styles while considering the creator’s relevance to the target audience, the credibility of their experience, and their ability to communicate the message clearly. The goal is to evaluate the impact of the presentation style, not just the creator’s follower count.

5. Call to Action (CTA)

At the end of the video, viewers should understand what to do next. Brands can test different calls to action based on the advertising objective, such as:

To drive traffic: “Explore the product.”
To generate sales: “Order yours today.”
To encourage consideration: “Discover more benefits.”

The right CTA depends on where the customer is in the buying journey and what the campaign is designed to achieve. It should also be clear and consistent with the message presented in the video.

How Can Brands Test These Elements Effectively

Start by identifying the element most relevant to the campaign objective, then test clear alternatives while keeping other variables as consistent as possible. For example, when testing hooks, use the same marketing message and product presentation across different versions, changing only the opening.

Next, compare the results using metrics that match the objective, such as click-through rate (CTR), conversion rate, or cost per acquisition (CPA). This helps the brand understand what may have contributed to performance differences and use those insights to guide future creative tests.

The takeaway: Testing hooks, marketing messages, product presentation, creator styles, and calls to action helps brands improve UGC videos based on actual performance data rather than guesswork or producing similar variations without a clear purpose.

How to Distribute UGC Video Ideas Throughout the Month and Prioritize Tests

Instead of producing a large number of videos all at once, brands should spread creative ideas across different stages of the month. This allows them to test each group, analyze the results, and identify which concepts deserve further development. The goal is to connect content production to a clear objective rather than simply meeting a monthly video quota.

1. Prioritize Ideas Based on the Campaign Objective

Before production begins, determine what the brand needs to learn from its tests. Is the main challenge capturing audience attention, communicating the product’s value, or encouraging viewers to purchase

Based on the answer, creative ideas can be grouped into four categories:

Attention-grabbing concepts: Test different video openings.
Product value concepts: Explore messages that highlight different benefits.
Trust-building concepts: Show realistic product experiences or answer common customer questions.
Purchase-focused concepts: Test different ways to present an offer and encourage action.

For more opening ideas, explore Gravity’s guide to UGC Video Hooks: Why the First Three Seconds Matter.

2. Distribute Tests Throughout the Month

The following schedule can serve as a starting point, with adjustments based on the budget and how quickly meaningful results become available.

Period	Testing Focus	Objective
Week 1	Hooks and advertising concepts	Identify promising openings and messages
Week 2	Product presentation	Determine which presentation style works best
Week 3	Developing promising concepts	Test new variations based on initial findings
Week 4	Performance review and next steps	Decide which concepts to continue or retest

This schedule is not a fixed rule. Some tests may require more time to collect sufficient data, and brands should not move to a new stage simply because another week has started.

3. Set Priorities Based on Budget

When the budget is limited, focus on a smaller number of clearly differentiated concepts instead of producing many videos that test essentially the same idea.

Brands should also account for production, editing, and advertising usage rights before deciding on the final video volume. Gravity’s guide to UGC Video Pricing Models can help brands consider these costs when planning production.

4. Let Test Results Guide the Next Steps

After launching the videos, evaluate performance according to the campaign objective using metrics such as click-through rate (CTR), conversion rate, and cost per acquisition (CPA).

If a video attracts clicks but generates few sales: Review the marketing message and the product page experience.
If a concept performs well: Test new variations to determine whether its performance can be replicated.
If results are inconclusive: Review spending, testing duration, and audience targeting before making a final decision.

The takeaway: Distributing UGC ideas throughout the month helps brands prioritize tests, learn from performance data, and make better decisions before investing additional budget. Most importantly, every video should contribute to a clear testing process rather than simply add more content to the publishing schedule.

How to Measure UGC Video Performance and Identify Which Concepts Deserve Further Testing

The success of a UGC video is not determined by views or likes alone. What matters is how effectively it contributes to the campaign objective. Brands should therefore choose relevant performance metrics before testing begins, whether the goal is to drive traffic, increase sales, or reduce customer acquisition costs.

1. Click-Through Rate (CTR)

Click-through rate measures the percentage of ad impressions that result in clicks. It helps brands understand how effectively a video captures audience attention and encourages viewers to take the next step.

If one video achieves a higher CTR than another, its opening or message may be more compelling to the audience. However, a higher CTR does not automatically mean more sales. Brands should also evaluate the quality of the traffic and what happens after the click.

2. Conversion Rate

Conversion rate measures the percentage of users who complete a desired action after interacting with an ad, such as making a purchase, signing up, or submitting an inquiry.

This metric is especially important when the campaign aims to generate tangible results rather than simply attract attention. For example, if a video generates many clicks but few purchases, the brand may need to review its advertising message, product page alignment, and checkout experience.

3. Cost per Acquisition (CPA)

Cost per acquisition measures the average cost of generating a desired action, such as a purchase or new registration, according to the campaign’s measurement method.

Comparing CPA across videos helps brands identify which concepts achieve the desired results at an acceptable cost. However, comparisons should account for differences in budgets, audiences, and campaign settings, since creative content is not the only factor affecting performance.

4. Choose Metrics Based on the Campaign Objective

Not every metric is appropriate for every campaign. The table below shows how to select primary metrics based on the goal.

Campaign Objective	Relevant Metrics	What They Measure
Drive traffic	Click-through rate (CTR)	How effectively the ad encourages clicks
Increase sales	Conversion rate and CPA	How effectively the ad generates purchases and the associated cost
Generate leads	Conversion rate and cost per lead	How efficiently the ad attracts potential customers
Increase brand awareness	Reach, views, and video completion rate	How widely the content is distributed and how audiences engage with it

5. Use the Results to Identify Videos Worth Developing

Once the data is available, compare videos against the campaign’s primary objective rather than choosing a winner based on a single metric.

If a video generates many clicks but few conversions: Review the alignment between the advertising message, offer, and product page.
If a video generates conversions at an acceptable cost: Test variations of the concept to assess whether its results can be replicated.
If results are similar: Review the volume of data and testing conditions before making a final decision.

Brands should also allow each test enough time to collect comparable data, while recognizing that performance can be influenced by factors beyond the creative itself, including audience targeting, budget, and campaign settings.

The takeaway: Choosing the right performance metrics helps brands understand not only which videos attract attention, but also which concepts contribute to campaign objectives. This makes future UGC production decisions more data-driven and less dependent on guesswork.

When Should You Test New UGC Concepts Instead of Improving an Existing Video

A drop in ad performance does not always mean a brand needs to produce a completely new video. Sometimes, an existing video contains promising elements worth developing. In other cases, the campaign needs a different concept to achieve its objectives.

The decision depends on previous test results, the element that needs improvement, and how effectively the current video supports the campaign goal.

1. When Should You Improve an Existing Video

Improving an existing video can be a good option when there are positive performance signals, but certain elements need refinement. For example:

The video attracts attention but generates limited engagement: Improve the message or product presentation.
The video generates clicks but few conversions: Review the alignment between the ad, offer, and product page before replacing the creative entirely.
The concept performs well: Test different hooks, presentation styles, or calls to action while retaining the core idea.
The content still suits the audience but needs updating: Refresh the presentation or add relevant information instead of starting production from scratch.

For example, if a video that introduces the product directly performs well, test another version that opens with a customer problem while keeping the rest of the message consistent. This helps determine whether changing the opening alone can improve performance.

For more ideas, explore Gravity’s guide to UGC Video Hooks: Why the First Three Seconds Matter.

2. When Should You Test Completely New Concepts

Testing a new concept is more appropriate when the data suggests that the problem goes beyond a minor creative detail, or when campaign goals or audience needs have changed.

Consider developing new concepts when:

The core idea fails to communicate the product’s value: Even after reasonable adjustments, the message remains unclear to the audience.
The product has another important benefit or use case to explain: A new advertising angle may be more effective than modifying the existing video.
The target audience changes: A message that works for one segment may not resonate with another.
The campaign enters a new stage: For example, moving from building product awareness to encouraging purchases.
Existing concepts have become repetitive: New storytelling approaches or product-use scenarios may offer fresh opportunities to test.

In these situations, define the new advertising question first, then produce content designed to test it clearly.

3. How Can You Make the Decision Based on Data

Before deciding whether to improve a video or create a new one, connect the observed issue to the relevant performance metric.

Performance Signal	Recommended Next Step
Low click-through rate (CTR)	Test a different hook or message
Strong clicks but weak conversions	Review the offer and product page, and test message alignment
The video generates strong results	Test variations of the successful concept
The audience does not respond to the core idea	Test a new advertising angle
Results are inconclusive	Review the test data and conditions before deciding

These signals help guide testing, but they do not prove the cause of a performance issue. Results can also be influenced by targeting, budget, the offer, and the purchase experience.

The takeaway: Improve an existing video when its core concept shows promise but needs a specific adjustment. Test new concepts when the message or advertising angle itself does not support the campaign objective. This helps brands balance creative optimization with discovering new opportunities instead of starting from scratch every time.

How to Balance UGC Video Volume, Production Costs, and Usage Rights

Producing more UGC videos can give a brand more opportunities to test advertising concepts. However, creating too many videos without a clear plan can drain the budget, especially when filming, editing, and paid advertising usage rights are not accounted for from the start.

Brands should determine video volume based on their testing needs, calculate the total content cost, and ensure that usage rights align with the campaign plan.

1. Determine Video Volume Based on Testing Needs

You do not need to start with a large number of videos. First, identify the concepts you want to test, such as different hooks, marketing messages, or product presentation styles. Then select a volume that fits the available budget.

If the budget is limited, prioritize videos that test clearly different ideas rather than producing similar variations. Once enough data is available, decide whether to create additional variations or improve the existing videos.

2. Calculate the Total Cost, Not Just the Price per Video

The production fee does not necessarily cover every cost a campaign may require. Before agreeing to work with a creator, clarify whether the price includes:

Concept development or scriptwriting.
Filming, editing, and text overlays.
Revision rounds and reshoots.
Shipping products or samples to the creator.
Delivery of raw footage or additional video versions.
Usage rights for paid advertising.

For more details on what to review when planning your production budget, explore Gravity’s guide to UGC Video Pricing Models.

3. Choose Usage Rights Based on Your Campaign Plan

Producing a video does not automatically mean a brand can use it everywhere or indefinitely. The agreement should specify permitted platforms, the usage period, target markets, and whether the rights cover paid advertising, editing, and reuse in future campaigns.

For example, if a brand plans to publish a video on its own social media accounts and use it in paid ads on Meta and TikTok, it should confirm that both uses are covered by the agreement. This helps avoid unexpected fees or restrictions later.

4. Balance Production Costs With Testing Value

The best option is not necessarily the cheapest video or the largest number of videos. The decision should depend on how meaningfully the concepts differ, content quality, total cost, and the results the brand needs to achieve.

A brand can start with a small group of videos to test different concepts, then allocate more budget to promising ideas. Before scaling production, however, it should review campaign results and confirm that the tests are generating useful insights.

The takeaway: Balancing UGC video volume, production costs, and usage rights starts with defining a clear testing objective, calculating all relevant expenses, and agreeing on usage terms upfront. This helps brands use their budgets efficiently while producing content that can be tested and used according to their campaign needs.

A Practical Monthly Plan for Testing UGC Videos

Instead of setting a fixed monthly number of UGC videos, build your testing plan around your budget, the number of concepts you need to evaluate, and previous campaign results. The goal is to test ideas in stages and identify which ones deserve further development, rather than producing large amounts of content without a clear purpose.

Stage	Ideas and Tests	Objective
Week 1: Test concepts	Test different hooks or marketing angles for presenting the product	Identify messages that capture audience attention
Week 2: Test presentation styles	Try different ways to demonstrate the product or communicate its benefits	Determine which presentation style best supports the campaign goal
Week 3: Develop promising ideas	Create variations of concepts showing positive signals, such as changing the hook or call to action (CTA)	Assess whether the changes improve performance
Week 4: Review results	Compare performance metrics and identify which concepts to continue, refine, or retest	Set priorities for the following month’s tests

How Should You Decide How Many Videos to Test at Each Stage

The number of videos does not need to be the same every week. If your budget is limited, start with a small set of videos that test clearly different concepts. If you already have advertising performance data, use it to prioritize the most valuable tests.

You also do not need to produce new videos every week. Depending on the available data and campaign results, improving an existing video or continuing to test a promising concept may be more useful.

The key takeaway: Treat this plan as an adaptable starting point, not a mandatory schedule. Review results regularly and choose the next step based on your marketing objective, budget, and available evidence—not a predetermined video count.

Contact Gravity Marketing

If you're planning how many UGC videos to produce for paid ad testing in Saudi Arabia, the Gravity Marketing team can help you explore collaboration opportunities with creators who fit your campaign goals and identify content production needs that align with your budget and marketing strategy.

Contact the team to discuss your campaign needs and determine the content approach that best fits your marketing objectives and budget.

Phone: +20 155 512 315
Phone: +20 101 492 2711
Email: info@gravity-media.net
Contact the Gravity Marketing team

How Many UGC Videos Does a Brand Need per Month for Creative Testing