“Facebook ads that feature UGC have a 4x higher click-through rate (CTR) than those that don’t.”
According to a report by Nielsen, UGC can help increase the relevance and credibility of Facebook ads, as 92% of consumers trust organic, user-generated content more than traditional advertising.
Here are some tips for leveraging UGC in your Facebook Ads:
- Use customer reviews in ad copy
Customer reviews are an incredibly powerful form of UGC. According to a survey by BrightLocal, 91% of consumers read online reviews before making a purchase. So why not use these reviews in your Facebook Ads? Including customer reviews in your ad copy can help build trust with potential customers and encourage them to click through to your website. For example, Glossier frequently uses customer reviews in their Facebook Ads to promote their products.
- Showcase user-generated photos and videos
Visual content is incredibly engaging on social media, so why not showcase UGC photos and videos in your Facebook Ads? For example, clothing brand Reformation regularly shares user-generated photos in their Facebook Ads to showcase their products in real-life settings.
- Use UGC in retargeting ads
Retargeting ads are an excellent way to bring customers back to your website who have previously shown interest in your products. Using UGC in these ads can help reinforce your brand and encourage customers to complete their purchase. For example, fashion brand Revolve regularly uses UGC in their retargeting ads to showcase their products in a relatable way.
- Create a UGC campaign
Creating a UGC campaign can help encourage customers to create content around your brand. For example, travel brand Airbnb created a UGC campaign called “Live There” where they encouraged customers to share their travel experiences using the hashtag #LiveThere. Airbnb then used this UGC in their Facebook Ads to promote their brand and encourage more people to travel.
- Feature influencers using your products
Partnering with influencers is a great way to generate UGC for your brand. Influencers can showcase your products in their content, which can be shared in your Facebook Ads. For example, clothing brand Madewell partnered with influencer Arielle Charnas to showcase their products in her Instagram posts. Madewell then used these posts in their Facebook Ads to promote their products.
- Use UGC in carousel ads
Carousel ads allow you to showcase multiple images or videos in a single ad. Using UGC in carousel ads can help showcase your products in different settings and provide more context for potential customers. For example, watch brand Daniel Wellington used carousel ads featuring UGC photos to showcase their products in different styles and settings.
- Use UGC in video ads
Video ads are a highly engaging form of content on Facebook. Using UGC in video ads can help showcase your products in a relatable way and encourage potential customers to try them out. For example, skincare brand Tatcha used UGC videos featuring customer reviews in their Facebook Ads to showcase the effectiveness of their products.
- Showcase UGC on your Facebook page
Your Facebook page is an excellent place to showcase UGC from your customers. By highlighting UGC on your page, you can encourage more customers to create content and engage with your brand. For example, clothing brand Everlane frequently shares UGC photos on their Facebook page to showcase their products in real-life settings.