Practitioner pattern · Dawson Gibbs (founder of EVO Marketing, the UGC agency that ran the campaigns discussed)
Spend two weeks chasing views, then remake the winners as talking videos
Talking-head remakes convert far better but get fewer views, per the agency
Workedugc-creatorsexperimentation
What they did
Weeks 1-2: optimize for views. Use a broad range of creator types, hooks and formats, including low-effort 5-second long-text videos with a relatable scenario and no CTA or product mention, to learn which hooks and scenarios get traction and comments. Weeks 3-4: take the winning script into converting formats: a talking-head video with a credible source (e.g. 'my mom's a genius'), with the product and CTA. A long-text video can get 20M looping views yet convert very badly; talking to camera for at least 3-5 seconds converts better.
What happened
Guest says the talking-head version converts way more but gets far fewer views than the long-text original.
In their words
The Superwall Podcast · Dawson Gibbs - The 1 Billion Views Content Strategy Every App Should Steal in 2026“definitely start focusing on views first in the first couple weeks in order for you to be a little bit more broad in the type of creator ICP that you use, in the hooks that you try out, in the formats that you try out, right?”
“you can just turn that long-text format in that script into a talking head video with a credible source, and talk to in a talking head video, and it converts way more, but gets way less views”
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