Real, relatable ads that work
Changing algorithms, shifting consumer behaviours, and the relentless pace of new technologies keep the social-sphere in a constant state of flux. For successful brands, this means staying agile and adapting strategies on the fly to keep up with the ever-evolving advertising landscape.
And the latest powerhouse on the block? User-generated content (UGC), aka. relatable, user-generated ads.
What is UGC?
User-generated content (UGC) is raw, real, and relatable content that is created and shared by customers or users, rather than by a brand itself.
Why is it such a powerhouse?
When done right, UGC has been proven to skyrocket engagement, trust, and conversions because it takes traditional word-of-mouth advertising and amplifies it. (Think: personal recommendations turbocharged). Recent social media data shows that the detailedness, readability, and objectivity of UGC, as well as the social recognition and popularity of the creator, all have a significant impact on its success.
So, there’s no time to waste; let’s dive into the power of UGC, and find out why it’s time to put your customers in the spotlight.
4 Reasons to Put Your Customers in the Spotlight
Consumers crave authenticity
With around 10 million active Meta platform advertisers, users are desperately seeking content they can connect with. UGC has the power to deliver exactly that because unlike slick, corporate style ads, user-generated content feels real and resonant.
For Meta ad campaigns, showcasing organic, real-life interactions with your product helps establish a connection with your audience. This builds credibility and trust, which can often be a deciding factor for potential customers who are on the fence.
Higher engagement and conversions
When people see content that feels genuine, research shows they’re more likely to engage with it —and Meta’s algorithms love high engagement! The more engagement your ad receives, the higher its relevance score, (because this signals that your ad is resonating with your audience) which can result in better ad placement and better visibility.
Whether it’s tapping on a call-to-action, interacting with a carousel, or sharing the ad with friends, every form of engagement boosts the effectiveness of your campaign and helps build momentum for your brand.
Social proof works
Social proof is both a psychological and social phenomenon where people tend to copy the actions of those around us to try and fit in. UGC ads work because they play on this psychological principle - “if everyone’s doing it, it must be good.” When users see other people, just like them, enjoying your product, it sparks curiosity and encourages them to take action. User-generated content = social proof at its finest.
More bang for your marketing buck
UGC is cost-effective and scalable. By incorporating customer-created content—whether it’s reviews, photos, or videos—into your campaign, you save time and money while maintaining authenticity. Boosting Meta ads with trusted content lets you run fresh, organic ads without overspending.
UGC in Meta Ads
While UGC can work wonders, there are a few things to keep in mind when incorporating it into your Meta ad campaigns:
Ask for permission
Always make sure you have permission from the creator to use their content. This is not only respectful but also avoids any legal issues.
Highlight the human element
UGC thrives when it’s personal. Feature the real people behind the content to make it more relatable and authentic.
Stay consistent with branding
While UGC is often raw and organic, make sure it aligns with your overall brand tone and message.
Optimise for mobile
Meta ads are largely viewed on mobile devices, so ensure your UGC is optimised for mobile consumption. Avoid overly long videos and make sure images are clear and well-composed even on smaller screens.
Monitor engagement metrics
Track how UGC performs in comparison to traditional ads. Pay attention to metrics like click-through rates (CTR), conversion rates, and engagement rates.
Let’s build a strategy that works!
Ready to transform your user-generated content into a high-impact, ROI-driving campaign that resonates with your audience? Forget the opening night jitters - we've got you covered!
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