This ad got 42% CTR. Here’s why it worked (and how to copy it)

This ad got a 42% click-through rate.

Not 4.2%.
Forty-two.

And no—it wasn’t a Super Bowl spot.
It wasn’t filmed with a RED camera.
It didn’t have a celebrity, a jingle, or a $100k budget.

It was shot on an iPhone in someone’s living room.
It ran on Instagram Stories.
And it converted like wildfire.

Let’s break it down.

👀 The Ad Format: Native UGC with a Hook

Type: Vertical video ad (15 seconds)
Placement: Instagram Stories + Reels
Style: Raw UGC (User-Generated Content) — shot selfie-style
Product: A new gut health supplement

🧩 The Structure:

1. The Hook (First 3 Seconds)

“I’ve literally lost 4kg, and I haven’t changed a single thing about my diet.”

• Instant curiosity.
  

• No “hey guys” intro.
  

• Straight into the transformation.

🔑 Why it worked:
The viewer is hooked by the contradiction. Lose weight without changing your diet? Now they need to know more.

2. The Pain Point (Seconds 4–7)

“I’ve had bloating for years. Nothing worked. Not even probiotics.”

• Brings up a common frustration.
  

• Builds relatability.
  

• Subtly positions the product as the breakthrough.

🔑 Why it worked:
It speaks to the inner monologue of the target audience. They feel seen.

3. The Product Reveal (Seconds 8–12)

Shows the pouch. “This is literally the only thing I added—and it’s been 3 weeks.”

• Casual product mention.
  

• No hard sell.
  

• Visual of packaging + short demo.
  

🔑 Why it worked:
No hype. No pitch. Just a personal endorsement that feels honest and unscripted.

4. The Soft CTA (Seconds 13–15)

“I’ll link it here if you’re curious. They have a 15% off code right now.”

• Feels like a tip from a friend.
  

• Makes the viewer feel in control.
  

• Encourages a swipe without pressure.
  

🔑 Why it worked:
The CTA blends into the narrative. That’s key for Story-based ads—people don’t want to feel “sold to.”

🧠 What You Can Steal From This

✅ Keep it raw. UGC outperforms polished creative 3:1.
✅ Nail the first 3 seconds. No one’s sticking around for buildup.
✅ Speak their pain, not your product. Make it about them—not you.
✅ Use soft CTAs. Less “buy now,” more “check it out if you want.”

You don’t need to spend more on media.
You need to spend smarter on creatives that convert.

👉 Need help producing high-converting content like this? Explore our other playbooks!
We break this all down in our UGC Ad Playbook, or work with you 1:1 to build campaigns that scale!