Are you throwing money into ad campaigns that just aren't delivering? Frustrated with expensive animations and elaborate designs that seem to fall flat? Then prepare to ditch what you thought you knew about ad creative. This insider's guide reveals the truth about what actually drives conversions – and it's not always what the "pros" are doing.

UGC Video + Overlay:

• Video
• 1080x1920
• 1080x1350
• Max 14 seconds
• Examples

In almost every case, these incredibly simple videos are delivering the best results. All that’s required is an impactful UGC-style video with key event info overlaid on top. What do we mean by UGC-style? User generated content is the term for footage/images that look like they’ve been created by a friend. Studies have shown that marketing content shared/created by friends (and influencers) is far more likely to convert than anything posted by brands. UGC footage can be both professional, high-resolution footage, or mobile phone footage, but it needs to feel like it’s shot from the point of view of the crowd. This can mean either behind the DJ or in front of the DJ. These are typically a single clip of the DJ and the crowd from one angle, but in some cases we have seen a simple edit of multiple angles work, so long as all the angles feel like UGC.

Now, the style of footage is one thing, but just as important is what’s captured and the timing. And this is where we get pedantic. For best results, here is a list of things to look for in clips:

• The clip needs to show the climax/drop of the track within the first 2-4 seconds (trim the start accordingly)
• Euphoric crowd reaction to the climax with hands in the air, crowd noises, etc.
• Mindblowing backdrop (stage, visuals, nature, etc.)
• Sunny weather
• Bright and colourful
• High quality video and audio (not blurry or distorted)

The closer you get to these criteria, the more likely the video will convert.

Our overlays typically include event name, date, venue, the name of the artist in the video, and potentially some support acts or other unique selling points. What’s important is there is minimal usage of text so only include what’s necessary and write everything shorthand where possible (for example, Fri 28 May instead of Friday 28th May 2025). At certain points in the campaign, it’s worth adding a clear CTA (call to action) which