UGC Ads: 5 Best tactics and tips

by | Jun 19, 2024 | Marketing Tips

Let’s talk about UGC ads. 

If you’re wondering why every brand under the sun is jumping on this bandwagon, it’s because UGC ads are the real deal. Why?

👉 92% of consumers trust organic, user-generated content more than traditional advertising.

👉 Brand engagement increases by 28% when consumers see both professional content and UGC ads.

👉 UGC ads generate 5 times higher click-through rates and have a 4.5% higher conversion rate.

👉 UGC costs 80% less than traditional marketing campaigns.

👉 Consumers engaging with UGC are 50% more likely to stay loyal to a brand.

Sounds like a dream, right? But there’s a bit more to UGC ads. Let me break it down.

I’ll share some valuable tactics and tips for getting the most out of your UGC ads.

Ready? Let’s roll. 👇

An example of a UGC advert on TikTok

UGC stands for User-Generated Content.

These are advertisements that use content created by regular people, not professional marketers or actors.

Think of the last time you saw a friend’s Instagram post raving about a product they love – that’s the essence of UGC.

Let me share my favourite example of a UGC advert on TikTok. 👇

Kiala Nutrition used TikTok to promote its Super Greens supplement powder.

The brand teamed up with creators from their target audience to produce relatable and engaging UGC content. 

These creators shared captivating product reviews and personal experiences using trending sounds, quick transitions, and more to keep the audience hooked.

The result?

👉 The brand netted over 75M impressions and over 10K conversions from its UGC campaign. 🤯

Here’s one of my favourite UGC videos to inspire you.


Healthy girls are the prettiest💅🏼💓

♬ original sound - Hannah Buck

Now that we know how powerful UGC ads are let’s look at some of the best tactics and tips for creating and working with them. 👇

5 Best tactics and tips for using UGC ads

Here are my 5 best tips and tactics for using UGC ads.

1. Partner with relevant creators

First things first. Always team up with creators who match your target demographic.

They’ll produce relatable and engaging content that resonates with their audience.

For instance, let’s say you’re a fitness brand.

Partner with fitness influencers who are passionate about health and wellness. They’ll create content that feels authentic to their followers.

My advice? 

⚠️ Do your homework. 

Check out potential creators’ engagement rates and the type of content they produce. Make sure their audience aligns with yours. When you find the right fit, the results can be amazing.

💡 I use an influencer marketing platform to learn more about potential creators.

Take Nike, for example. They collaborate with athletes and fitness enthusiasts who embody their brand values.

@nike Don’t get dizzy now. 🤣 Bounce, speed, and a sprinkle of magic.✨
Dropping June 25 in North America and June 28 for the rest of the world. Hit the link in bio to get notified. #Sabrina2 #SabrinaIonescu #NYLiberty ♬ original sound - Nike

The result? 

👉 Content that not only engages but also inspires.

Also, keep communication open. Share your brand’s goals and let creators have creative freedom. This balance will ensure the content feels natural and not forced.

This leads me to my second tip for running UGC ads, which is about authentic, natural content. 👇

2. Use authentic content

Use raw, unpolished content. 

Authenticity trumps perfection, so embrace real-life experiences and user stories.

For example, imagine you’re marketing a skincare brand. Sharing a video of a real customer’s skincare routine and their honest thoughts can be far more impactful than a polished ad. 

People love seeing genuine reactions and real results. Don’t shy away from the messy bits. An unfiltered review or a candid moment can strengthen your connection with your audience.

Take Glossier, for instance. They often share user-generated content featuring everyday people using their products. This approach makes their brand feel more accessible and relatable. 

Here’s an example of their UGC ads on Instagram. 🤩

Remember, authenticity builds trust. Encourage your customers to share their stories and experiences. These real-life moments truly resonate. 

Next, let’s talk about using platform-specific features. 👇

3. Remember the platform-specific features

Maximise the unique features of platforms like TikTok’s Spark Ads and Instagram’s Partnership Ads to enhance engagement and reach.

For instance, TikTok’s Spark Ads allow you to boost organic content created by users. This can make your ad feel less intrusive and more like a regular post. 

Instagram’s Partnership Ads, on the other hand, let you collaborate directly with creators to promote content seamlessly on their feed.

My advice? Get familiar with these features. They can significantly increase your reach and engagement. 

I’m sharing some epic tips on boosting your UGC ads later in this article, so keep on reading.

4. Encourage user participation

Run contests, start hashtags, and motivate your audience to share their experiences. This increases engagement and provides a steady stream of fresh content.

For example, launch a hashtag challenge on Instagram. 

Ask your followers to share their favourite ways to use your product with a specific hashtag. The result? Tons of authentic content and increased brand visibility.

Make it fun and easy to participate. Offer incentives like discounts or features on your brand’s page.

Look at Coca-Cola’s “Share a Coke” campaign. They encouraged users to post photos with personalised Coke bottles, creating a flood of user-generated content and boosting engagement.

Coca-Cola did this in 2017, and people are still sharing UGC videos about it. 🤯

Remember: engage with participants by liking, commenting, and sharing their posts. This interaction encourages more participation and builds a stronger community around your brand.

Now, let’s move on to my final UGC ads tip. 👇

5. Monitor and optimise your UGC ads

Continuously track the performance of your UGC ads. 

Use analytics to refine your approach, ensuring you’re always creating the most effective content.

For example, tools like Google Analytics or social media insights can be used to see which ads are performing best. 

Tools like Click Analytic are the answer for more detailed analytics. Pay attention to metrics like engagement rates, click-through rates, and conversions.

Here’s something I learned the hard way: Don’t set it and forget it. 

Review your data regularly and adjust your strategy accordingly.

Staying on top of your analytics helps you stay ahead of the curve and keeps your content fresh and effective.

Boost your UGC ads on TikTok and Instagram

What if I told you it’s easy to boost UGC content on TikTok and Instagram? 

You can boost any creator’s post, like your standard adverts and posts. Here’s what you need to know.

Use Spark Ads on TikTok

Spark Ads are a TikTok advertising feature that allows brands to boost organic content created by users. 

These ads make promoted posts feel more authentic, blending seamlessly into the TikTok feed and driving higher engagement. Here’s how I usually boost my Spark Ads on TikTok:

✅ Boost popular posts: Identify user-generated content that’s already performing well and use Spark Ads to give it an extra push.

✅ Engage with trends: Use trends and hashtags to make your ads more discoverable and relevant.

✅ Test different formats: Experiment with ad formats like in-feed videos and branded hashtag challenges to see what resonates best with your audience.

✅ Monitor performance: Monitor analytics closely to track engagement and adjust your strategy for better results.

Next, let me teach you about Instagram’s Partnership Ads. 👇

Use Instagram Partnership Ads

Instagram Partnership Ads lets brands collaborate directly with creators to promote content on their feeds. These ads appear as regular posts from the creators, making them feel more genuine and engaging for their followers.

Here are my easy-to-follow steps for getting the most out of your Instagram Partnership Ads:

✅ Choose the right creators: Collaborate with influencers who connect with your target audience.

✅ Set clear goals: Communicate your objectives clearly to the creators to ensure the content aligns with your brand’s vision.

✅ Use story features: Use Instagram Stories for partnership ads to create a more immersive and interactive experience.

✅ Optimise for engagement: Use Instagram’s built-in tools to track performance metrics and optimise your ads for better engagement.

Next, let’s talk about some UGC ads FAQs.

FAQs about UGC ads

Got some burning FAQs about UGC ads? No worries. I’ve been there. Here are my answers.

How do I encourage customers to create UGC?

Run contests, start branded hashtags, and offer incentives like discounts or features on your brand’s page. Make participation fun and easy to encourage more user-generated content.

How can I measure the success of my UGC ads?

Use analytics tools like Click Analytic, to track key metrics such as engagement rates, click-through rates, and conversions. Regularly review and adjust your strategy based on these insights to ensure your UGC ads are effective.

What types of UGC content work best for ads?

Authentic and relatable content performs best. This includes customer reviews, unboxing videos, and real-life product usage. The more genuine and personal the content, the better it will resonate with your audience.

How do I find the right UGC creators for my brand?

Look for creators who share your brand’s values and have an engaged following that matches your target demographic. Use platforms like Instagram, TikTok, and YouTube to discover potential collaborators.

What are the best platforms for UGC ads?

TikTok, Instagram, and Facebook are among the best platforms for UGC ads due to their large user bases and robust ad features. Each platform offers unique tools to help you leverage user-generated content effectively.

Can UGC ads help with brand loyalty?

Absolutely! Featuring user-generated content makes customers feel valued and appreciated, boosting their loyalty. Engaged customers are more likely to become repeat buyers and advocates for your brand.

My final thoughts

And there you have it. I shared 5 tips and answered some frequently asked questions about running UGC ads. Your brand can become the next big trend with UGC social media adverts. Are you ready?

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