Practitioner pattern · Dawson Gibbs (founder of EVO Marketing, the UGC agency that ran the campaigns discussed)
Reject any creator video where their hands aren't busy, like eating snacks
Agency standard across clients; no numbers
Unknowncreator-opsugc-creators
What they did
EVO content-approves every video before it is posted. Creators must be doing something odd or active with their hands from the first frame: eating Takis, pretzels or a rice cake, cutting a cucumber, eating grapes, squeezing a stress ball. The point is a visual stop-the-scroll hook that makes viewers wonder what is going on. Props also set tone: holding a pen reads professional (credible), a drink or waving reads casual (relatable).
In their words
The Superwall Podcast · Dawson Gibbs - The 1 Billion Views Content Strategy Every App Should Steal in 2026“So, we content-approve every single video that goes out before it it's ever posted with every creator. Like, if they're not doing something with their hands”
“usually we like use grapes or like cutting a cucumber or something in that sense, just to keep people going”
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