Material that doesn't feel like advertising usually performs better as an ad than material that does.
User-generated content: material made by users or creators, in their own style. In practice it is often commissioned work that takes the form of ordinary content — camera in hand, in an ordinary living room, without studio lighting.
People scroll past anything that looks like advertising. Material that feels like a recommendation from someone who uses the product holds attention for longer. That is not a trick but a consequence: a real experience sounds different from a brand message.
The biggest miss is great material you can't use as an ad because it wasn't agreed. Record what you may use where and for how long — see also briefing.
A question or project on this topic?