There was a time when running the same user-generated content (UCG) ad across five channels could still make a real impact. That time has passed.

In a world where scrolls are fast, attention is scarce, and sameness is everywhere, creative ‘newness’ in paid media has become more than a just marketing jargon. It’s now a competitive differentiator.

The challenge? Everyone has access to the same tools, platforms, and yes, even the same creators.

‘Newness’ in paid creative isn’t about jumping on the latest TikTok trends. It’s about context, intent, and truly aligning with your customer’s mindset. And most importantly, it’s about creating distinctive brand moments, not just adding another talking head to the feed.

Let’s explore what that actually looks like today.

Templated UGC is Tired

We get it. Templated UGC works for a while.

You know the familiar formula: quick cuts, a hook in the first 3 seconds, and a smiling creator sharing the 3 benefits of your product. We’ve seen it all many times, and your customer has, too.

The space is saturated with lookalike ads made by the same handful of creators recycled across multiple brands. The result? As visibility gets more expensive and engagement drops, it’s harder than ever to get creative to truly deliver.

Templated UGC is predictable, and predictability isn’t attention-grabbing.

The Rise of Persona-Aligned Creator Content

What’s outperforming right now isn’t the most “viral” creator. It’s the most relevant. Relevance isn’t just about demographics. It’s about identity.

Persona-aligned content puts your ideal customer front and centre. You’re not hiring a creator for their follower count. You’re choosing them because they could be your customer. Your audience can tell!

They speak the same language. They care about the same things. They’ve experienced the problem your product solves.

It’s not just what they say, it’s how they say it that drives conversion.

Here is what that could look like in action. Think:

• The wellness coach walking through their Sunday night wind-down routine with your magnesium sleep spray

• The men's skincare advocate explaining how your cleanser fits into a simple, effective routine

• The certified nutritionist and fitness enthusiast explaining the bioavailability of your greens powder, and why that matters for real results

• The amateur cyclist reviewing your hydration tablets after a 75k weekend ride through the Appalachian Trail

• The young couple moving into their first apartment and sharing why they’ve chosen your refillable cleaning products.

These aren’t “UGC creators”, these are proxy customers. They build trust faster than polished brand spots ever will.

Founder Content > Creator Content

A founder who believes in the product gives you the edge that most brands can’t buy.

We are seeing founder-led ads outperform traditionally created content across a range of industries right now. Why? Because founder content has gravity. It brings a narrative, purpose, and credibility that can’t be faked.

A passionate founder sharing why they created their product cuts through quicker than any scripted testimonial. Pair it with a bit of raw, behind-the-scenes footage - from fulfilment to formulation - and you’ve got engaging content with real staying power.

The Untapped Power of Employee-Generated and Warehouse Content

There are two content formats that are often overlooked:

1. Employee-generated content (EGC)

2. Warehouse-based or ops-driven content

EGC works because it’s authentic and often surprisingly fun. Think customer service team members sharing helpful tips, warehouse staff showing the day’s orders going out, or a product specialist walking through how it all works - but with a twist.

And warehouse content? It’s oddly mesmerising. People love seeing logistics - the speed, the precision, the authenticity. It showcases scale and trust. It’s the brand equivalent of a chef at work in an open kitchen in a restaurant. You know it’s clean, and you’re more likely to buy.

Here is an overview of the types of creative content

So, How Do You Actually Stand Out?

When everyone’s working with the same familiar faces, differentiation is essential. It means:

• Prioritizing genuine connection over polished visuals

• Working with creators who actually reflect your customer personas

• Tapping into internal voices - founders, team members, and behind-the-scenes experts

• Challenging old ideas of what performance content should look like

Newness isn’t about novelty. So, how do you make that shift in your content?

Think about nuance. Think about really understanding what your customers need to hear today, and choosing the right person and setting to say it.

Because at the end of the day, great paid creative doesn’t just drive clicks, it drives belief and trust. And trust builds brands.