Floow editorial

Notes for making better product videos

Specific ideas, honest tradeoffs, and creative tests you can actually interpret. Written for ecommerce teams, media buyers, and people doing the work.

13 practical guidesUGC creativeCreative testingHooks and scriptsEcommerceComparisonsCreative analysisProduct videoAI UGCLocalization

UGC creative

UGC creative5 min read

What is a UGC ad and when does it beat a brand spot?

What is UGC?

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A home product on a kitchen counter in soft side window light, with a hand holding a phone filming in the background

UGC creative

UGC creative5 min read

How much a UGC ad costs on TikTok (and when to use AI)

The price of a UGC ad for TikTok in Spain usually falls between roughly €150 and €600 per video, depending on the creator's experience, the length and whether the script is well developed.

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Editorial illustration for Your UGC ad does not lose viewers at the hook. It loses them five seconds later

UGC creative

UGC creative6 min read

Your UGC ad does not lose viewers at the hook. It loses them five seconds later

The camera is rarely the problem. Most awkward UGC videos start selling before they give anyone a reason to listen.

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Editorial illustration for Six UGC tests I would build from one product

Creative testing

Creative testing5 min read

Six UGC tests I would build from one product

Six controlled variations can teach you more than thirty clips that change the hook, creator, offer, and edit at once.

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Editorial illustration for Ad hooks for products nobody has heard of yet

Hooks and scripts

Hooks and scripts6 min read

Ad hooks for products nobody has heard of yet

A hook is the opening of your ad, on screen and in voice, that gives people a reason to keep watching during the first 2-3 seconds.

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Editorial illustration for How to get 12 genuinely different ads from one product page

Ecommerce

Ecommerce8 min read

How to get 12 genuinely different ads from one product page

Twelve ads should not be one script performed by twelve faces. Your product page already contains more routes than it seems.

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Editorial illustration for AI UGC or real creators: how to decide for your ads

Comparisons

Comparisons5 min read

AI UGC or real creators: how to decide for your ads

AI UGC is advertising that imitates the style of a creator (close camera, direct tone, everyday situations), but with a character, voice or scenes generated by artificial intelligence.

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