In the world of digital marketing, trust is everything. With customers growing increasingly skeptical of traditional advertising, user-generated content (UGC) has become a game-changer. Not only does UGC provide social proof, but it also engages potential buyers on a more personal level. When your customers see real people using and loving your products, it creates a powerful connection. Impakt has split tested a lot of different ad formats, and UGC often comes out in the top of the pack.
In this post, I will explore how to effectively leverage user-generated content to drive higher engagement and sales through your Facebook and Google ad campaigns.
What is User-Generated Content (UGC)?
User-generated content refers to any content, photos, videos, reviews, testimonials, social media posts, created by real customers rather than the brand itself. This type of content often feels more genuine because it reflects actual customer experiences.
For ecommerce brands, UGC can include things like:
Product reviews and star ratings on your website or Google Shopping
Customer photos or videos shared on social media
Unboxing or “how-to” videos
Testimonials that highlight personal stories about using your product
Why UGC is Essential for ecommerce Ads
Here’s why incorporating UGC into your Facebook and Google ads can lead to higher conversion rates:
Builds Trust and Authenticity: UGC adds credibility to your brand. Consumers are more likely to trust a recommendation from another customer than from the brand itself. This sense of authenticity can help build trust with potential customers who may be on the fence about making a purchase.
Increases Engagement: Facebook and Instagram are social platforms where users want to see content from people they know or people like them. Ads featuring real customers tend to get more engagement, likes, comments, and shares, because they feel more relatable. On Google, UGC in the form of reviews and ratings can encourage clicks and improve conversion rates.
Cost-Effective Content: Generating high-quality visuals for ads can be time-consuming and expensive. UGC provides a stream of ready-made content that can be repurposed across your Facebook and Google ads, saving your brand money while still delivering high-quality visuals.
Social Proof Drives Conversions: When potential customers see that others are buying, using, and enjoying your products, it creates a sense of “social proof.” This psychological phenomenon can significantly influence purchasing decisions, especially in ecommerce where trust is essential and bidding for traffic is increasingly competitive.
How to Source User-Generated Content
To effectively leverage UGC, you need a strategy for sourcing and collecting it. Here are some tips:
Encourage Reviews and Testimonials: Actively ask your customers to leave reviews or provide feedback after their purchase. You can incentivize this with discounts or loyalty points, but sometimes a simple email request is enough to get great testimonials.
Create a Branded Hashtag: Encourage your customers to share their photos or videos using a specific hashtag. This makes it easy to find user-generated posts and also helps spread brand awareness on social media. For example, brands like Glossier and Nike have successfully built communities around their hashtags.
Run a Contest or Giveaway: Running a contest where users submit photos or videos of your product in use is an excellent way to collect UGC. For example, you could offer a prize for the best or most creative post, which will encourage your audience to share their experiences.
Feature UGC on Your Website and Social Media: Once you've collected UGC, be sure to showcase it on your website and social channels. Highlight customer stories, feature reviews on product pages, or even run paid ads with the content they’ve created. This will encourage more people to create content to get attention by associating themselves with your brand.
Use a UGC service: If you don’t already have a wealth of content, or a major following, you can use a paid service to get your UGC journey started. The top 3 services around this are Yotpo, Bazzarvoice, and Pixlee. I will be doing a post in the future that compares a bunch of services for UGC.
Using UGC in Facebook Ads
Facebook Ads offer a variety of formats that are ideal for UGC:
Carousel Ads: Showcase multiple customer reviews or images in a single ad. Each card in the carousel could feature a different piece of UGC, allowing potential customers to scroll through and see how various people are enjoying your products.
Video Ads: Incorporate user-generated video content into your ads. Whether it’s a customer’s unboxing video or a short testimonial, video ads can be particularly effective for capturing attention and driving conversions.
Dynamic Ads: Combine UGC with Facebook’s dynamic ad format to show personalized product recommendations alongside real customer reviews or images. This adds a layer of social proof to the products a customer is already interested in.
Using UGC in Google Ads
Google Ads, especially through the Shopping network and display ads, also benefit from UGC:
Google Shopping Ads with Reviews: Having strong reviews attached to your Google Shopping listings can improve your click-through rates (CTR) and boost consumer confidence. Google allows you to display star ratings and review snippets within shopping ads, which helps differentiate your products from the competition.
Display Ads with UGC: Google Display ads can also incorporate UGC visuals, such as customer photos or testimonials. This not only helps build trust but can also increase ad recall by making your display ads feel more organic and less like traditional ads.
Tips for Optimizing UGC in Ads.
Choose Authentic, High-Quality Content: The authenticity of UGC is what makes it so powerful. Avoid over-editing or polishing customer content—let it shine in its natural form, but make sure the quality is high enough for an ad format.
Test Different UGC Formats: Experiment with different types of UGC—photos, videos, reviews—and see what resonates best with your audience. Each format offers its own unique strengths, so don’t be afraid to test and iterate. When in doubt, TEST TEST TEST.
Use the UGC on Your Website: Product pages with UGC almost always perform better than ones without it. Find creative ways to feature UGC where it matters on your website. I will be providing more examples of this in a future blog post!
Conclusion
User-generated content is a powerful tool that not only boosts trust and engagement but also drives conversions in your ecommerce ad campaigns. By featuring real customers in your Facebook and Google ads, you’re building a sense of community around your brand and encouraging new customers to take the leap. Start encouraging your customers to share their experiences and watch your sales grow!