Stop asking for “UGC videos”.

“UGC video” has become the default thing brands order from creators. The result is often a lot of content that looks the same.

If every video follows the same template, you learn nothing about what actually makes people care.

Write three hypotheses instead of one brief. For example: price, problem, or a personal story.

Give each creator one hypothesis to interpret in their own way.

Compare results and keep the angle that wins.