Ugly Founder Videos Are Beating Your Polished UGC...

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There's a creative shift happening that most founders are missing. 

Polished UGC with ring lights and scripted testimonials is getting outperformed by low-production founder selfie videos. 

The ones shot on iPhones in offices and kitchens are converting better than $5K production budgets. 

The rawness is the advantage.

In this email, we're breaking down: 

• Why authentic founder videos outperform polished UGC right now 

• How to overcome camera hesitation and create imperfect content that builds trust 

• The Founder Content Production System to record 20+ video hooks per week 

Let's dive in:

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The Performance Shift to Founder Face Content 

Audiences are tired of polished ads that look and sound the same.

They've seen 1,000 creator testimonials with perfect setups and scripted talking points. 

Founder videos feel different because they are different. 

There's no script trying to sound authentic. It's just someone explaining why they built something and why it matters. 

That rawness creates trust faster than any testimonial. 

Meta and TikTok algorithms reward content that holds attention and drives engagement. 

Founder videos do both because people are curious about the person behind the brand. 

Brands testing founder content alongside UGC consistently see 30-60% higher engagement rates and 2-3x better conversion rates on founder-led creative.

Overcoming Founder Camera Hesitation 

Most founders avoid being on camera because they think they need to be polished or charismatic… 

That's the opposite of what works.

The best-performing founder videos are the ones that feel unpolished. 

That's what builds trust. 

• Start with Audio-Only Practice 

Record voice memos explaining your product or story. 

Get comfortable hearing yourself talk without worrying about how you look. 

Once you're comfortable with your voice, adding video becomes easier. 

• Record 10 Takes and Pick One 

You don't need to nail it on the first try. 

Record 10 versions, pick the one that feels most natural, and delete the rest. 

• Talk to One Person, Not an Audience 

Imagine explaining your product to a friend. 

That's the tone.

The Founder Content Production System 

Recording 20+ video hooks per week sounds overwhelming until you systemize it. 

• Filming Environment 

Film in your office, kitchen, or warehouse. 

Natural environments feel more authentic than blank backgrounds. 

Use natural light from a window. 

Your iPhone camera is good enough.

• Talking Points Structure 

Don't script word-for-word. 

Script three bullets per video: 

1. Hook: The problem or question you're addressing 

2. Story/Insight: Why it matters or what you learned 

3. CTA: What you want them to do next 

This structure keeps you on track without sounding robotic. 

• Batch Recording Sessions 

Set aside 30 minutes twice a week. 

Film 10-15 short hooks in one session with different angles and talking points. 

You'll have enough content for the entire week. 

• Editing Shortcuts 

Cut out long pauses and filler words, add captions, and that's it. 

Raw, simple edits perform better because they feel less like ads. 

• Content Themes to Rotate 

1. Origin Story: Why you started the company and what problem you were solving

2. Product Breakdown: How the product works and why it's different 

3. Customer Results: Share a customer story in your own words 

4. Behind-the-Scenes: Show your process or how products are made 

5. Founder POV: Your take on industry trends or common mistakes 

Rotate through these themes weekly and you'll never run out of content ideas.

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Final Thoughts

Polished UGC still works, but founder face content is outperforming it right now because authenticity beats production quality. 

Customers want to know who's behind the brand. 

They want to see the person who built it and feel like they're buying from someone real. 

Start recording this week. 

Film 10 hooks, post them, and track the performance. 

Your "ugly" selfie video will likely convert better than the $5K creator campaign. 

The creative advantage is already in your pocket. 

You just need to hit record.

If you’re not 100% certain about your current systems, strategies or plans for Q4 we’re onboarding 1-2 more brands by end of October to help them scale.

No long-term commitment and we’ll support with Media buying (Meta, Google) and creative strategies to ensure you can achieve the goals and growth you need for Q4.

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Book a call and see if we’re a good fit.

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Disclaimer: Special thanks to StackInfluence & Alia for sponsoring today’s newsletter.