Good vs. Bad EGC
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The Quality Paradox
Counterintuitive truth: Perfectly polished content performs worse than authentic, slightly “rough” content.
Why? Audiences crave authenticity. Overly produced videos trigger “ad blindness” - viewers immediately recognize and scroll past them.
What Makes GOOD EGC ✅
What Makes BAD EGC ❌
The Goldilocks Zone & Self-Assessment
Self-Assessment Questions
Before finalizing any video, ask:
- Would I stop scrolling for this?
- Does this feel like my friend talking to me or like an ad?
- Is the first 3 seconds compelling?
- Can I understand it without sound?
- Do I know exactly what to do next?
- Does this represent my brand well?
- Am I overthinking this?
If you answered “no” to 1-6 or “yes” to 7, adjust accordingly.