Your 2026 User-Generated Content (UGC) & Influencer Playbook & Toolkit for HSA/FSA Promotions

We’ve tested all the best HSA / FSA hooks and formats in so many paid video campaigns so you don’t need to.

Reference Docs

These are proven year-round. Not just peak Open Enrollment / Q4 season
Lead with the savings. Open with "about 30% on average" — most people don't realize HSA/FSA spend is tax-free, so this is the hook that gets them to keep watching.
Lead with loss aversion. While HSAs don’t expire, FSAs do. Every plan has different deadlines throughout the year, not just year-end. Open with “your FSA funds may go back to your employer soon” or “your FSA funds may expire soon.”
Not for doctor’s visits or prescriptions. HSAs and FSAs are commonly used for contact lenses. Lead with education and how their funds can be used for True Medicine, your product.
A clear Truemed mention. As a recognized HSA/FSA payments partner, Truemed's presence lends credibility to the claim.
Keep it short. Our highest performing content pieces were under 30 seconds. Longer, education-heavy videos often don't get a chance to take off on paid — they don't capture attention quickly enough and go on too long before getting to the point.
Show the product while the creator talks. On-screen visuals — the actual product, logos, screenshots of the shopping/checkout experience — keep people engaged rather than a talking head for the full video. This showed up in both Tram's and Yassi's content, and Yassi's was our best-performing whitelisted campaign to date.

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How HSA/FSA Savings Actually Work and How You Can Help Customers Stack Them

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Lead with first-person discovery, not a stated fact. "I just found out..." outperforms "Did you know..." — discovery invites curiosity, an announcement doesn't.
Ask a question to drive comments, not just watch-through. Hooks like "tell me your most recent HSA/FSA purchase" turn viewers into commenters. This only works from personal/creator accounts — a brand account asking this reads as fishing for engagement.
Stack the savings. Pair the 30% pre-tax savings with a brand's existing sale ("and yes, that stacks with their sale too").
A specific dollar figure beats a percentage as an opener. "I still have $2,600 sitting in my FSA" is more scroll-stopping than "save about 30% on average" as a hook — a real number feels personal and makes people want to know what happens next. Save the percentage for the payoff, not the open.