In today's digital landscape, user acquisition is a key goal for any business looking to grow and expand its customer base. With so many marketing channels and tactics available, it can be challenging to know where to invest your resources for the best ROI. One method that has gained popularity in recent years is using UGC (user-generated content) ads to acquire new users. In this article, we'll explore the best practices for using UGC ads to boost your user acquisition efforts.
What Are UGC Ads and Why Are They Effective for User Acquisition?
UGC (user generated content) ads are an effective way of gaining new users for your product or service. The ads feature content created by real users of your product or service rather than polished marketing materials made by your company.
60% of consumers find UGC to be the most authentic form of content. This is because UGC ads help your brand build trust and credibility with your audience, whereas traditional marketing materials can be viewed as untrustworthy as they’re created by the company trying to sell the product.
UGC ads are created by real users who have no vested interest in promoting your product beyond their own positive experience. This makes UGC ads more trustworthy and authentic to potential customers.
Basically, UGC is an effective tool in your acquisition strategy. By featuring content by real users, you can build trust and credibility.
Types of UGC Ads
There are a huge number of forms of UGC ads. And the form you choose to feature in your ads will depend on your brand, target audience and marketing goals. Creators will have their own unique style of how they approach this, however, here are some types you should know about.
Influencers are individuals who have a large following on social media and can promote your product or service to their following which can up your reach. Influencer-generated UGC ads can tap into the influencer’s credibility and expand your user acquisition efforts. Influencer marketing agencies are a great way to find influencers who can effectively promote your products or services so you don’t have to!
Video content is highly engaging and can bring your product or service to life. Demos, tutorials, testimonials and more are great forms of UGC ads that can be effective boosting engagement. User-generated videos may come in the form of how-to tutorials, transformations, testimonials, a day in the life, personal stories, TikTok trends with a product and much more. This is a great way for creators to use their imagination and create something unique.
Stories are a popular feature on social media platforms. You might have seen them when you log on to Instagram, Facebook, Twitter, and Snapchat. They can be effective in promoting your product or service through the eyes of your users. User-generated stories create a sense of authenticity and realness.
Social Media Mentions
When someone tags you in a post or uses a hashtag you’ve created, this is a social media mention. By featuring these in your UGC ads, you can draw attention to the positive conversations people are having around your brand to demonstrate social proof to potential users.
The type of UGC you choose depends on your brand and marketing goals. Experiment with the different types and measure their effectiveness to see what woks for you.
How to Create Compelling UGC Ads
Creating compelling UGC ads requires a thoughtful approach. It’s important to take into consideration the overall aesthetic and messaging of your brand and choose influencers and creators that are match your target audience. This along with the following tips should help you create effective UGC ads.
Choose High Quality User-Generated Content
The content you choose to feature in your ads should be visibly appealing and well-produced. Avoid choosing low-quality images and videos as this can end up distracting users from the point of the ad.
Base UGC on Personas
Define your target audience and create personas based on the types of people who are likely to buy from you. Tailor your ads to your audiences motives and you’ll gain higher engagement and conversion rates. For example, if one of your personas is a stay at home mum, then leveraging creators in a similar position can help you
Incorporate a Clear Call-to-Action
All UGC ads should feature a call-to-action that directs the customers to, well, take action. This could be a link to your website, a free trial, or your social accounts, among other actions.
Feature Diverse Perspectives
Having UGC from a diverse range of users can create a sense of inclusivity and show the different ways your product or service can be used. A range of perspectives can do wonders for your brand and your products.
Align UGC With Your Brand Messaging
Whilst UGC should feel authentic and genuine, it should also align with your brand’s messaging and values. It’s therefore to choose the UGC you put in your ads carefully so it’s consistent with your overall marketing strategy.
Choose Local UGC
UGC ads can help you to direct your product or service to a specific location or market. Choosing local influencers and creators or those based in specific countries will be able to address their audience more effectively.
As we’ve already covered, UGC can take many forms, and it’s not a one-size-fits-all approach! It’s important to keep an open mind and experiment with different types of content to see what works best for your brand and your users. Even experiment with different forms such as static images, videos and carousel ads to see what your users engage with most.
Identifying The Best UGC to use.
Identifying the right UGC content to use in your ads is a critical step in creating an effective user acquisition campaign. Here are some tips on choosing the right content.
1. Conduct research. Research your target audience and understand their preferences and behaviour. Look at the content they create and share on their platforms and choose themes that resonate with them.
2. Monitor social media. Conversations on social media related to your brand, products or industry can highlight how users are using your product. This type of content comes across as natural, authentic, and positive.
3. Leverage customer reviews. Customer reviews are valuable and trustworthy sources of UGC that can help build credibility for your brand. Choose positive reviews that highlight key benefits of your product or service rather than generic comments.
4. Hashtags. Hashtags are a powerful tool for identifying the best UGC to use in your ads. You can search for relevant hashtags on social media and find high-quality content that aligns with your brand.
5. Use analytics tools. Using analytics to measure the success of your UGC content can help you identify what works best for your brand. Content that drives the most engagement and conversions is the content you should consider in future ads.
Best Practices for Using UGC Ads in Different Marketing Channels
When using UGC ads in different marketing channels, there are some best practices to keep in mind to ensure maximum impact and engagement.
Facebook allows for a range of ad formats like videos, carousels, and collections. When creating UGC ads for Facebook, make sure to use eye-catching visuals and a clear CTA.
Instagram is a highly visual platform that’s ideal for showcasing UGC content. When creating UGC ads for Instagram, make sure to use high-quality content that’s visually appealing and align with your brand aesthetic and voice.
TikTok is highly engaging and it’s great for showcasing UGC. When creating UGC ads for TikTok, make sure it’s engaging (you ideally need to capture the attention of the user within 5 seconds), fun and resonates with the platform’s younger audience. There are so many options for UGC on TikTok with functions that include stitching, replying, sounds and effects.
Twitter is a top social media platform for leveraging UGC. When using Twitter, be sure to use compelling visuals and concise messaging that aligns with your brand.
Overall, the key to using UGC ads in different marketing channels is to understand the unique strengths of each platform, and tailor your content to suit them.
Tools & Platforms You Can Use
When it comes to creating and managing UGC ads, there are a variety of tools and platforms that can help streamline the process. Here’s out top options.
At Yoke Network, we connect brands with authentic creators to generate high-quality UGC content. Our platform makes it easy to source, manage, and track UGC campaigns and provides real-time analytics to measure the effectiveness of your campaigns. With Yoke Network, you can easily scale user acquisition.
Hootsuite is a social media management platform that allows brands to schedule and publish UGC content across multiple channels. It also allows you to use the social listening and analytics tools to measure the effectiveness of your UGC ad campaigns.
Canva is a design platform which helps you create high-quality visuals and graphics for your UGC ads. You can find a huge range of design tools and templates to help you create professional looking ads easily.
TINT is a platform that allows brands to collect and curate user-generated content from social media platforms. The platform includes a range of customisation options and allows brands to display UGC across a variety of channels such as websites, digital displays and events.
Leveraging the right tools and platforms can streamline your campaign processes and maximise the impact of your UGC ads.
Tracking The Effectiveness of Your UGC
To measure the effectiveness of your UGC ad campaigns, you need to establish clear metrics and analytics to monitor. This includes:
• Click-through rates
• Conversion rates
• Engagement rates
• Brand sentiment
Tools such as Google Analytics, Facebook Insights and more can provide real-time data on all the above metrics. Track this and alter your campaigns where necessary to drive meaningful results for your business.
At Yoke Network, you can easily track spend, balance, specific campaign metrics, and have access to influencer/creator content previews.
User generated content ads are an effective way to acquire new customers and build brand loyalty. By leveraging user generated content, brands can tap into the power of social proof and put out ads that resonate with their audience.
By following our tips, tricks and best practices and using the right tools, your brand can drive meaningful results and build long-term loyalty.