Polished branding and native-feeling content pull in opposite directions. A UGC script that reads like a commercial gets scrolled past in half a second, no matter how good the product is.
We write hooks the way a real customer would talk: a specific complaint, a specific fix, a specific result — never a category-level claim like "the best" or "revolutionary." Specificity is what makes a viewer believe a stranger, not an ad.
Editing follows the same rule: raw framing, handheld motion, on-camera imperfections left in. The craft goes into the story structure and the hook, not the gloss — the gloss is exactly what breaks the illusion of authenticity.