The rise of UGC is changing how brands communicate with audiences—for the better! We dive into the basics of UGC and how your ads can benefit. 

Why Is User-Generated Content So Important for Facebook Ads?

If you’re part of the online marketing world, you’ve probably noticed the rise of UGC (ie user-generated content). It’s impossible to scroll for more than a few seconds without seeing a product recommendation or unboxing video by actual buyers or your favorite influencers. 

But what makes this form of advertising so popular, and why is user-generated content so important? When it comes to an attention-grabbing Facebook ad campaign, authenticity is the name of the game. Simply put, people trust people. Consumers are no longer satisfied with salesy ads, they want original content from real humans. 

In fact, 84% of consumers find UGC much more influential than any other form of advertising. With such fierce competition flooding social media on a daily basis, brands need to fight for their piece of the pie and UGC is an excellent way to do just that. Here we’ll discuss everything you need to know about user-generated content, so let’s dive in.

What is User-Generated Content and What Makes it Great?  

UGC is original content created by consumers, rather than brands. UGC comes in all types of forms, like video, photos, and text, and is widely used across platforms like Instagram, Facebook, TikTok, and Twitter. 

This specific content is typically made by brand advocates but can also be created by the average customer raving about your product, employees through behind-the-scenes content, and even UGC creators who craft content that is meant to feel authentic.

Alright, now you know what UGC is, but why is user-generated content so important for brands? We can give you 3 very good reasons:

• Boosts Conversions – Consumers are highly motivated by the power of "social proof", or other shopper experiences and reviews. Therefore, UGC encourages potential customers to purchase or follow through on your CTA.
• Increases Engagement – Real thoughts from real people can greatly influence your audience and lead to more likes, comments, and shares. 
• Builds Trust – Since this content isn’t coming from a brand that others may feel has ulterior motives, your audience will feel more trusting when viewing content from an average customer or adored influencer.

Why Do Audiences Love User-Generated Content?

Understanding your consumers’ thought processes and what motivates them is key to any ad campaign. It’s clear why user-generated content is so important for brands, but why do audiences love it so much? 

UGC is seen as organic and authentic, which can be refreshing to come across as a potential buyer. Plus, people trust other people. This type of content can create assurance and a connection between your audience and your brand.

How Brands Can Make the Most of User-Generated Content

While creating UGC can be pretty straightforward, like with creating any ad that sells, a smart strategy needs to be in place. 

It’s essential that brands decide on the proper format of UGC for their campaign, ensure that it’s made by the right person, and is distributed with a solid plan and achievable goals. Let’s take a closer look at a few tips for making the most of user-generated content.

First, Find Your Tribe 

As with any ad campaign or social media plan, ensuring you’re reaching the right audience is step number one. You’ll also want to make sure that you’ve found advocates with the most influence and impact before you share their UGC. 

Once you start asking for content, which we’ll chat about in a minute, there could potentially be a very large amount coming in for you to sort through. So while UGC is usually casual and organic, there are still steps to using it properly and choosing the right pieces, which is why user-generated content is so important to create a plan around.

Second, Ask for Content 

Plenty of people would be excited to be featured on the page of their favorite brands—all you need to do is ask! Since your audience may not know what elements will get them featured, we suggest that brands make it clear they’re in search of UGC and give some basic guidelines of what to make. 

Get this: 50% of consumers wish that brands would tell them what type of content to create and share. You might consider adding copy at the end of a social caption that says something like “Be sure to tag us in a photo of how you like to style our vases to be featured!”, or create a fun Instagram story with brief UGC guidelines.

Finally, Discover What Works

Not every type of UGC will work for every brand, which is why user-generated content is so important to understand. Companies should consider their specific goals, brand aesthetics, and audiences when implementing UGC. 

For example, unboxing videos that showcase packaging, box contents, and close-ups of the product itself works great for beauty brands or fashion ads. However, if you feel that multiple types of UGC could work for you, try A/B testing to help identify the best avenue. Tools like Facebook Ads Manager makes this process a whole lot easier by letting you create multivariate A/B tests with detailed results. 

Team Up With Marketing Masters for Your Best Year Yet 

Now that you have a better understanding as to why user-generated content is so important, take these authentic campaigns to the next level with Social Ktchn! We’re well-versed in all things social media and can provide you with the right tools and insights for making the most out of your UGC content.

Social Ktchn is a full-service digital marketing company with deep experience creating successful social media campaigns. As the mom-and-pop shop of paid social media ads, we work closely with every client to determine goals and provide real results. 

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