Audiences make split-second decisions in-feed. When content feels overly branded or controlled, resistance rises. When it feels like it comes from a real person, attention increases, skepticism lowers, and engagement improves.

This interactive session brings that dynamic to life through a live, collaborative experiment. Together with you—the SMW community—we’ll craft a mad-lib style creative brief that a UGC creator will craft in real time on stage, revealing how small decisions in tone, framing, and brand control shape perception, trust, and performance.