Selling an intangible product on video is the hardest problem in UGC. An app, a financial service or a platform has no texture, no smell and cannot be tasted on camera. And yet it is the best paying category in Spain, precisely for that reason.

What actually converts

The problem before the solution

Fifteen seconds showing the concrete frustration the product removes. Without that, the demo means nothing.

Screen recording with voice over it

Raw, no effects, with a real finger navigating. It is the most profitable format in the category.

The moment of relief

The person's face when they solve in two taps what used to take half an hour.

The sceptic's testimonial

"I did not trust putting my money in here." Especially in fintech, starting from distrust is what disarms it.

The concrete, numerical case

Not "it saves me time", but "I went from two hours a week to twenty minutes".

Which creators to hire

The one who can explain, not the one with the best image. It is the only category where clarity is worth more than charisma.

Look for people matching the real user profile: if your app is for self employed workers, hire actual self employed workers. They will mention details no brief could anticipate, and those details are what convert.

And avoid the creator who looks too professional. In tech, excess polish makes the product look sponsored before it explains what it does.

The brief that produces good material

Include: the exact flow to show step by step, which data must be hidden in the screen recording, what the main objection is, three suggested hooks and the list of what cannot be claimed.

In financial services that last list is essential. Advertising financial products is subject to specific rules, and return promises are dangerous ground.

Always ask for a version with no visible branding at the start. Ads that do not look like ads in the first three seconds perform far better.

How many pieces to buy

More than in other categories. Tech requires testing completely different angles: the problem, the time saved, the security, the price. Six creatives with three hooks each is the minimum to learn anything.

Where to go next

In tech, clarity is the product. Our complete UGC guide for brands explains the rest of the process.