Ad creative, UGC and hooks

@socialmasla

Same ad script, same performance-marketing course offer: the version fronted by a woman drew far more engagement, and men commented asking silly things (spelling of "performance marketing") instead of engaging with the offer. Presenter gender/attractiveness is a creative variable that moves Meta ad results.

228k plays · 25 Jun 2026

What they said

Creator recently ran an ad for his own performance marketing course.
He gave the same script he used himself to a woman (he says "apni bandi", i.e. a female presenter) and asked her to shoot the ad.
He was not surprised her ad performed better.
What surprised him: the comments under HIS ad. Men commented things like "tell me the spelling of performance marketing" and "learn performance marketing first" (transcript is garbled around 21-26s, repeated twice); i.e. comments were low-intent/flirty/trolling rather than about the course.
Implied conclusion (headline): using women in Meta ads is a cheat code. No numbers (CTR, CPM, ROAS, spend) given.
Format of the joke: the reel itself performed (227k plays) on the same hook.

Try this

Anyone running paid ads: Test the presenter as a variable. Record the same script and offer with two different faces, run them in the same ad set, and compare on cost per purchase or lead, not on likes or comments.
D2C and COD sellers: Judge a creative on delivered or prepaid orders. An ad that pulls lots of cheap clicks and chatty comments can still bring low-intent buyers who refuse delivery.
Agencies and freelancers: Sell "same script, different face" to clients as a clean, easy-to-read creative test. It is simple to explain and shows exactly what changed.
Creators: A bold claim plus a self-aware punchline invites comments. Plan a follow-up post from the best replies, as the comment section did most of the work here.
Everyone: This is one story with no numbers, so treat it as an idea to test, not a rule. Check that the comments you attract match the buyers you want.

Watch the original

Watch the full reel on Instagram by @socialmasla. Follow them for more.

Video, voice and ideas belong to @socialmasla. Shown here as a short preview with our own summary, for commentary and education. Want it removed? Tell us.

00:00