Approximately 92% of consumers trust user-generated content (UGC) and word-of-mouth more than traditional advertising. This high level of trust is driven by the authenticity of peers, with 79% of consumers saying UGC highly impacts their buying decisions and 85% preferring it over branded content.

UGC Ads: Create Ads That Work (+ Examples)
Two reasons why UGC ads have been on the rise: they cost less compared to traditional ads.

And better yet, unlike traditional ads, they don't cause ad fatigue.

People crave authenticity, and UGC ads deliver exactly that—real people, real experiences, and real results.

That’s why brands using UGC see higher trust, better engagement, and lower ad costs compared to traditional advertising.

If you’re wondering what makes UGC ads such a powerful tool and how top brands are using them, you’re in the right place. We break it down with examples, tips, and stats to help you get started.

Key Takeaways:
User-generated content (UGC) ads are advertisements featuring authentic content created by real customers and creators rather than brands themselves.
UGC ads get 4x higher click-through rates and 50% lower cost-per-click than standard ads.
79% of consumers say UGC influences their purchases, and 92% trust peer recommendations over branded content.
Popular UGC formats include short-form videos, influencer collaborations, social media campaigns, and customer testimonials, driving 28% higher engagement.
The key to creating high-quality UGC ads is to focus on authentic and relatable hooks, seamless branding, and clear calls to action that motivate viewers to take immediate action.
Brands like Airbnb, Apple, and Nike use UGC to build trust and grow their communities with millions of user-generated posts.

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what are ugc ads
What Are UGC Ads?
UGC ads are advertisements that feature content made by customers, fans, and creators - not brands - including testimonials, videos, and photos that naturally build trust and drive conversions.

UGC ad creation relies on real, authentic content. Since they blend naturally into any ad campaign, incorporating UGC has become a go-to strategy for social media, influencer marketing, and review platforms.

Statistics, trends, and studies show that traditional advertising just doesn't cut it for people anymore, and they are more likely to rely on peer recommendations and reviews before making a purchase.

This trust makes UGC a game-changer for brands that want to connect with their target audience more effectively.

By making UGC a key strategy of their marketing campaigns, businesses can increase engagement, build credibility, and increase conversions—all while letting their customers do the talking.

That's the real value of UGC in advertising, which makes UGC worth it for brands. Let's have a closer look at how powerful UGC really is.

How to create UGC Ads?
There are three main ways to create UGC ads:

Get content from UGC creators: Partner with professional, vetted UGC creators who specialize in content creation and producing the best UGC for brands.
Source content from customers: Repurpose existing customer photos, videos, and reviews from social media and review platforms.
Create AI UGC ads: Use AI UGC video tools to generate realistic user-generated style content with voiceovers and visuals based on scripts or brand guidelines.
How to create UGC Ads?
Anatomy of a High-quality UGC Ad
Understanding what makes UGC ads effective helps you create content that converts. Here are the key elements every successful UGC ad needs:

1. Authentic and Trustworthy
The best UGC ads feel genuine and unscripted, featuring real people in real situations. They don't look overly produced or staged, which helps maintain an authentic brand image that resonates with viewers.

Audiences are quick to spot fake or overly polished content, and they tend to tune it out. By keeping it raw and relatable, these ads build instant credibility, making viewers more likely to trust the brand and take action.

2. On-Point Branding
Even if it's creator-led, your UGC ad should still reflect your brand's tone and visual identity. The key is subtle integration—your logo, colors, or messaging should appear naturally without disrupting the authentic feel while remaining visually appealing to your target audience.

When done right, viewers absorb your brand elements subconsciously while staying engaged with the genuine, relatable content that makes UGC so powerful.

3. Engaging and Sparks Emotion
UGC ads work best when they trigger genuine emotion—excitement from an unboxing, joy from solving a problem, or curiosity about results.

These authentic emotional moments create instant connection and drive viewers to take action. It's this ability to reflect positive experiences that makes UGC so effective in brand storytelling.

4. Storytelling That Captures Attention
A great UGC ad tells a compelling story with a clear structure: what the product is, what problem it solves, and why the person loves it. Attention spans are short, so aim to hook viewers in the first 3 seconds.

Here's a quick example: in your ad campaigns, don't just promote a feature. Instead, highlight the user experiences that show how your product or service solves real problems.

Poor UGC ads typically lack authenticity (viewers can tell when content feels forced or scripted), poor video quality (blurry footage or bad audio destroys credibility), and unclear messaging without strong hooks or calls to action (leaving viewers confused about what action to take).

These elements work against UGC's natural strengths and can actually harm your brand's credibility rather than enhance it. It's important to note that the most effective UGC ads require careful curation to align with brand values and audience preferences. Follow our UGC ads tips to avoid making poor-quality ads.

Types of UGC Ads
Let's have a look at the different types of UGC ads.

1. UGC Video Ads
Short-form UGC video ads like Spark Ads on TikTok, Instagram Reels, and YouTube Shorts are some of the most effective ad formats out there because they're fast, real, and engaging.

Video content gets 1,200% more shares than text and images combined, and UGC videos drive 10x higher engagement than traditional brand ads.

Their secret? They blend right into social feeds, avoiding the "ad fatigue" that overly polished and produced ads create.

On top of that, UGC video ads boost watch time and conversions by showing real people using products in everyday situations—whether it's an unboxing, a testimonial, or a quick tutorial.

The result? A more authentic, relatable experience that builds trust and drives action.

2. Influencer Marketing
Brands team up with micro and macro influencers to create UGC-style ads that feel natural—more like organic content than traditional promotions. These ads seamlessly blend into social feeds, keeping authenticity intact while leveraging the trust influencers have with their audience.

Micro-influencers, in particular, drive 60% higher engagement than larger influencers, making them a game-changer for UGC campaigns. Featuring real people using a product in everyday scenarios makes these ads feel like personal recommendations, leading to higher conversions and stronger brand loyalty.

Beyond direct influencer partnerships, many brands also work with creator-focused agencies, such as inBeat, that specialize in bridging strategy, creator sourcing, and performance optimization. These agencies help identify high-performing micro-influencers, guide creators on storytelling formats that convert, and ensure the resulting UGC feels natural, trustworthy, and aligned with the brand’s goals. By providing creative direction and performance testing, they help brands scale influencer-driven UGC ads more efficiently across TikTok, Instagram, and other social platforms.

3. Social Media Platforms
Instagram, TikTok, and Facebook are gold mines for UGC social media ads—these platforms run on real, user-generated content. That’s why brands repurpose customer posts, reviews, and unboxing videos into high-performing paid social campaigns.

With 79% of people saying UGC influences their buying decisions, these ads feel more relatable, build trust, and blend naturally into social feeds.

Whether it’s a testimonial for TikTok ads, an Instagram Story demo, or a Facebook review-turned-ad, UGC campaigns drive higher engagement, lower CPC, and stronger conversions than traditional brand content.

4. Online Reviews and Comments
4. Online Reviews and Comments
Reviews and comments from actual customers create some of the most trustworthy user-generated content (UGC) ads.

Highlight positive feedback, such as five-star ratings and glowing reviews, by turning it into eye-catching quote graphics or video overlays—instant social proof that builds trust and creates visually appealing content.

But let's be real, not every comment will be sunshine and rainbows. Negative or inappropriate UGC should be moderated to maintain brand integrity too. When you address negative feedback openly and show how you resolved issues, you're proving that your brand actually listens and cares, which often turns skeptics into your biggest advocates.

6 Benefits of UGC Ads
Here's why brands are making user-generated content an important part of their marketing strategy:

1. Authentic, Raw Content
People engage more with UGC-style ads that feel real and unfiltered. 79% say UGC influences their buying decisions because it seems more authentic than brand-made ads.

UGC ads show real people using products in everyday life, making them relatable and trustworthy. Unlike overly polished brand ads, they drive 28% higher engagement and build a stronger emotional connection with potential buyers. Authenticity is the magic ingredient that sets UGC apart from conventional advertisements.

1. Authentic, Raw Content
2. Audience Trust
People trust people, not brands. That's why UGC ad creatives are a marketing powerhouse.

92% of consumers trust peer recommendations over the typical ads we're used to. Real experiences and testimonials build credibility, strengthen brand trust, and drive conversions better than polished brand campaigns ever could. But there's more; 68% of consumers trust a brand more after seeing user-generated content associated with it.

3. Increased ROI and Conversions
UGC ads beat brand-created content because they tap into social proof to drive real action.

Studies show they rack up 4x higher CTRs than conventional ads and cut cost-per-click (CPC) by up to 50%.

The fact is that people trust real experiences over fake, acted, or made-up brand messages.

If you're looking for a high-impact, budget-friendly way to boost engagement and conversions, UGC ads are the way to go.

3. Increased ROI and Conversions
4. Increased Engagement
UGC ads fit right into social feeds, making them feel like organic content rather than obvious ads. That's why they boost engagement by 28% over brand-created ads.

People are 2.4x more likely to like, comment, or share UGC because it feels more real, relatable, and worth engaging with.

5. Credibility
You can't fake authenticity, but you can amplify it.

UGC-style content boosts credibility by 2.4x by featuring real customers and their genuine experiences. Authentic testimonials and user feedback build trust, strengthen brand reputation, and drive conversions—consumers are 2x more likely to trust UGC over brand-created content.

5. Credibility
6. Cost-Effective
Creating high-quality brand content is expensive and time-consuming, but UGC ads are a scalable, budget-friendly alternative.

Brands using UGC cut content costs by up to 50% while getting a steady flow of fresh, authentic material that actually connects with audiences. It's a smart, high-ROI move for businesses of all sizes.


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How to Use UGC in Facebook Ads
User-generated content isn't just for show. When used strategically across marketing channels, especially in Facebook and Meta Partnership Ads, it can be a powerful driver of performance.

Sourcing from UGC Creators: The most reliable approach is partnering with professional UGC creators who understand your brand guidelines and can produce high-quality, authentic-looking content on demand. This ensures consistency, legal compliance, and content that's optimized for ad performance.
Using Customer Content: While you can repurpose existing customer posts, this approach comes with challenges. In our experience, customer-generated content often lacks the quality needed for paid advertising and creates a legal issue around usage rights. However, incorporating UGC from customers works excellently for organic social proof, brand awareness campaigns, and building credibility on your website and social channels.
Best Practice: Always secure proper usage rights, maintain quality standards for the best UGC, and test different approaches when choosing between professional UGC creators and customer-sourced content to see what works best for your campaign goals.


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UGC Ads Examples from Successful UGC Campaigns
Need inspiration for your next campaign? Explore these 10 creative UGC ideas to see what's working for other brands across social media platforms like TikTok, Instagram, and YouTube Shorts.

Airbnb & #AirbnbExperiences Campaign
Airbnb & #AirbnbExperiences Campaign
Airbnb thrives on user-generated content (UGC) by showcasing real travelers’ experiences and repurposing guest-generated photos and videos to promote destinations in a personal and inspiring way.

What it was: The #AirbnbExperiences UGC ad campaign encouraged users to share adventures, from treehouse stays to local cooking classes and guided tours.

Why it worked: Generated 250,000+ Instagram posts by showcasing authentic experiences rather than just properties, positioning Airbnb as an experience platform, not just lodging.

Key takeaway: Expand your brand narrative beyond core product features to capture lifestyle and emotional benefits.

Apple & #ShotOniPhone Campaign
Apple & #ShotOniPhone Campaign
Apple's #ShotOniPhone campaign demonstrates how UGC can serve as powerful product proof, turning customers into credible advocates for technical capabilities.

What it was: The campaign invited iPhone users to submit their best photos, which Apple later featured on billboards, print ads, and online platforms to showcase camera quality.

Why it worked: 6 million Instagram posts and 6.5 billion impressions proved product capability through real user results, not marketing claims.

Key takeaway: Let your product's performance speak through customer results rather than brand messaging.

Nike & #JustDoIt Campaign
Nike & #JustDoIt Campaign
Nike has mastered UGC marketing by amplifying real stories that align with their brand values to create emotional connections beyond product features.

What it was: The campaign encouraged athletes and everyday users to share fitness milestones and personal triumphs using Nike's iconic slogan across social media platforms.

Why it worked: 20.8 million Instagram posts transformed a tagline into authentic stories of perseverance, building a community around shared values rather than just athletic gear.

Key takeaway: Turn brand messaging into a movement by connecting with universal human experience. People buy into stories and values, not just products.

Challenges of UGC Ads
Challenges of UGC Ads
Legal Considerations
Brands must get explicit permission to use UGC in ads. Always clarify usage rights - how the content will be used, and keep written consent.

Example: An apparel brand can add a consent clause to the hashtag contest terms.

Also, watch for copyright issues. Don’t use UGC with unlicensed music, logos, or branded items.

Example: A fitness brand needs to ensure that background music or gym equipment in user videos doesn’t violate rights.

Content Moderation
Not all UGC is safe or appropriate. Set rules to filter out offensive, misleading, or off-brand submissions. Create a review process to catch issues early and avoid public backlash.

Work with trusted creators and use moderation tools to streamline the process and protect your brand.

Maintaining Brand Image
UGC should match your brand’s look and message. Set clear visual and messaging guidelines.

Example: Apple selects user photos that reflect its clean, premium aesthetic.

Choosing creators vs. influeners who align with your values helps keep your content consistent across campaigns.


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FAQ
What does UGC mean?
UGC, or User-Generated Content, refers to any form of content—videos, images, reviews, or comments—created by real users rather than the brand. It's often shared voluntarily and reflects genuine experiences, making it one of the most trusted and influential forms of marketing content today.

How to create UGC ads for free?
You can create free UGC ads by repurposing existing customer content (with permission), launching hashtag contests to encourage users to create and share content, or experimenting with AI-generated video content that mimics the look and feel of real UGC.

What is UGC in marketing?
User-generated content (UGC) refers to authentic content created by consumers rather than brands. It includes reviews, testimonials, social media posts, and videos that showcase real user experiences.

Do UGC creators make money?
Yes, UGC creators can earn through brand collaborations, affiliate marketing, and content licensing. Many brands pay creators to produce authentic promotional content.

What is the UGC meaning?
UGC stands for User-Generated Content—any content created by unpaid contributors, often consumers, rather than the brand itself.

Is UGC legal?
UGC is legal as long as brands obtain proper permissions to use consumer-generated content in their advertisements. Always credit creators and follow copyright laws.

What is a UGC example?
A common UGC example is a customer posting a video ad review of a product on TikTok, which a brand then repurposes into a paid ad campaign on social media platforms like Facebook or Instagram.

How To Use UGC for Facebook Ads?
People trust real customer experiences more than traditional ads. That’s where User-Generated Content (UGC) comes in. If you’ve ever bought something because you saw a real person using it on social media, you’ve experienced the power of UGC.

For businesses running Facebook Ads, UGC can be a game-changer. It builds trust, increases engagement, and makes ads feel more natural rather than promotional. But how can you use UGC effectively in Facebook ads? That’s exactly what we’ll cover in this guide.

What is UGC and Why Does It Work for Facebook Ads?
As per Hootsuite, advertising today is not just about flashy images or catchy slogans. People want to see real experiences from real customers before making a purchase. That’s why User-Generated Content (UGC) has become one of the most powerful tools for brands running Facebook ads.

When a brand uses UGC in its Facebook ads, it creates a genuine and relatable experience for potential buyers. Instead of just telling people how great a product is, brands let real customers do the talking, and this makes all the difference.

User-generated content (UGC) refers to any content photos, videos, reviews, testimonials, or social media posts created by real customers rather than the brand itself.

Think about the last time you bought something online. Did you check the reviews? Did you look at photos from real buyers? That’s UGC in action. Its content is what people trust because it comes from other users, not from a company trying to sell something.

Common examples of UGC include:

A happy customer posting a photo of a product they bought.
A video review from a user sharing their honest thoughts.
An unboxing video showing what’s inside the package.
A social media post where someone tags a brand and talks about their experience.
When brands use this kind of content in their Facebook ads, they instantly build trust and credibility with their audience.

The Impact of UGC on Brand Trust and Engagement
People don’t trust traditional ads as much as they used to. They trust real people.

92% of consumers trust UGC more than brand-created ads.
79% of people say UGC influences their buying decisions.
UGC-based ads get 4X higher click-through rates compared to regular ads.
Why? Because UGC feels natural and real. When a customer sees another person using a product in their daily life, it feels like a personal recommendation rather than an advertisement.

UGC also increases engagement. Facebook’s algorithm favors content that gets likes, shares, and comments. Since UGC is more engaging, it performs better than brand-created ads, making them more cost-effective.

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Examples of Successful UGC-Driven Facebook Ads
Many brands have already seen huge success by using UGC in their Facebook ads. Here are a few examples:

1. Airbnb – Uses real travelers’ photos and experiences in their Facebook ads. Instead of professional images, they show real users staying in Airbnb homes, making the ads more relatable.

UGC for Facebook Ads - Airbnb Example
2. GoPro – Their ads often feature videos filmed by customers using GoPro cameras. This UGC strategy makes potential buyers see what they can create with the product.

UGC for Facebook Ads - GoPro Example
3. Glossier – The beauty brand heavily relies on user-generated reviews and photos in their ads. Seeing real people using their products makes the ads feel authentic and trustworthy.

UGC for Facebook Ads - Glossier Example
4. Gymshark – Uses customer workout videos in their Facebook ads. Instead of staged fitness shoots, they show real users training in Gymshark gear, which encourages engagement and purchases.

UGC for Facebook Ads - Gymshark example
Types of UGC for Facebook Ads
User-Generated Content (UGC) comes in many forms, and each type can help make Facebook Ads more effective. UGC for eCommerce, fashion, etc. Instead of relying on traditional marketing images, brands can use content created by real customers to build trust and increase engagement.

Here are the best types of UGC to use in Facebook Ads and how to make the most of them.

1. Customer Reviews & Testimonials
Why It Works:
People trust reviews from other customers more than brand-created ads. A good review can convince potential buyers that your product or service is worth it.

How to Use It:

Feature star ratings & short testimonials in Facebook ad images or captions.
Use screenshot reviews from your website, Google, or social media.
Turn text reviews into video ads by having real customers share their experiences.
Highlight customer success stories in carousel ads.
Types of UGC for Facebook Ads
Example:
A skincare brand could show a before-and-after photo with a real customer review saying, “This cream changed my skin in just two weeks!” This makes the ad more relatable and believable.

2. Photos & Videos from Users
Why It Works:
People relate more to real-life images and videos than to polished, professional brand photos. Seeing real people using a product builds instant trust.

How to Use It:


Use customer photos and videos in ad creatives to make them feel more natural.
Add text overlays with short customer quotes to highlight their experience.
Feature before-and-after images for transformation-based products.
Create carousel ads with different customer images showing how they use the product.
Types of UGC for Facebook Ads
Example:
A clothing brand can run a Facebook ad with real customer outfit photos instead of using models. This helps potential buyers see how the clothes look on everyday people.

3. Unboxing & Product Demonstrations
Why It Works:
People love watching unboxing videos and product demonstrations before buying. These videos show exactly what the product looks like, how it works, and why it’s useful.

How to Use It:

 Turn customer unboxing videos into short video ads.
Use clips of customers demonstrating how to use the product.
Add captions or voiceovers highlighting key features.
Run story ads with quick UGC clips showing the product in action.

Example:
A tech brand can use a UGC video of a customer unboxing a new phone in their Facebook ad. The excitement and first impressions make the ad more engaging than a standard product image.

4. Social Media Mentions & Hashtags
Why It Works:
When customers tag your brand or use a branded hashtag, they create free promotion for you. Their followers see the post, and you can reuse this content in your Facebook Ads.

How to Use It:

Encourage customers to tag your brand when posting about their purchase.
Create a branded hashtag and showcase the best UGC posts in ads.
Run a contest or giveaway where users share photos/videos to enter.
Feature top customer posts in a Facebook ad campaign.
Example:
A fitness brand can run an ad featuring UGC Instagram posts from real customers using their branded hashtag, like #MyFitnessJourney. This makes the ad feel like a community-driven movement rather than a sales pitch.

How to Source High-Quality UGC for Facebook Ads
Not all User-Generated Content (UGC) is the same. To get the best results from your Facebook Ads, you need high-quality, engaging, and authentic content that fits your brand’s message. But how do you find UGC creators or source this kind of content?

Here are the best ways to source high-quality UGC for your Facebook Ads.

1. Encouraging Customers to Share Their Experiences
Many happy customers are willing to share their experiences—they just need a little encouragement.

How to Do It:


Ask customers to share their stories on social media and tag your brand.
Add a call-to-action (CTA) on your website, emails, or packaging: “Share your experience with us! Tag @YourBrand for a chance to be featured!”
Offer discounts or loyalty points for customers who share content.
Feature customer stories in your social media posts to motivate others to share.
Example:


A skincare brand can encourage customers to post their before-and-after pictures using a specific hashtag like #MyGlowStory.

2. Running UGC Campaigns & Contests
A well-planned UGC campaign or contest can generate a lot of high-quality content quickly.

How to Do It:

Create a contest where customers submit photos/videos of them using your product.
Offer a reward (discounts, free products, or a feature on your official page).
Set clear guidelines to ensure content quality (good lighting, product visibility, etc.).
Use a branded hashtag so you can easily find and track submissions.
Example:
A fitness brand can launch a challenge:
“Show us your best workout using our gear! Tag @BrandName and use #BrandChallenge for a chance to win a free product.”

This not only encourages participation but also spreads brand awareness.

3. Partnering with Micro-Influencers & Brand Advocates
Micro-influencers (those with 1,000–50,000 followers) often create high-quality, authentic content that resonates well with audiences. Since they have high engagement rates, their content feels more genuine than traditional influencer promotions.

How to Do It:


Identify loyal customers who already post about your brand.
Reach out to micro-influencers in your industry and offer free products in exchange for content.
Partner with brand advocates (happy customers who already love your product).
Ask influencers to create honest reviews, product demos, or lifestyle shots featuring your brand.
Example:
A food brand can partner with food bloggers or home cooks to create recipe videos featuring their products, which can then be used in Facebook Ads.

4. Monitoring Brand Mentions on Social Media
Customers are already talking about your brand online. You just need to find and use this content.

How to Do It:

Use social media listening tools like Hootsuite, Sprout Social, or Emplifi to track brand mentions.
Check your tagged posts and branded hashtags for new customer content.
Search for unbranded mentions (people talking about your product without tagging you).
Engage with users by liking, commenting, and resharing their content.
Example:
A travel company can monitor Instagram for photos tagged at their resort and ask permission to use the best ones in Facebook Ads.

5. Requesting UGC Permission and Giving Credit
Before using UGC in ads, always get permission from the creator. This ensures you respect their content and build trust with your community.

How to Do It:

DM or comment on the user’s post: “We love your photo! Can we feature it in our ad? Reply with #YesBrandName to give permission.”
If necessary, offer a small incentive (discounts, shoutouts, or features on your page).
Always credit the creator by tagging them or mentioning their handle.
Example:
User Generated Content for fashion brand finds a customer’s Instagram post wearing their dress. They comment:
“Love your style! Can we use this in our next ad? Reply #YesBrandName to agree!”

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Best Practices for Using UGC in Facebook Ads
Using User-Generated Content (UGC) in Facebook Ads can make your campaigns more engaging, trustworthy, and cost-effective. But to get the best results, you need to follow some key best practices. Here’s how to make the most out of UGC in your Facebook Ads.

1. Choose High-Quality & Relevant Content
Not all UGC is suitable for Facebook Ads. To grab attention and build trust, your content must be clear, engaging, and relevant to your target audience.

How to Do It:

Select well-lit and high-resolution images and videos.
Choose authentic content that shows real people using your product.
Use content that aligns with your brand’s message and values.
Ensure the visuals are not blurry, poorly framed, or low-quality.
Example:
If you’re advertising fitness gear, use UGC showing a customer working out instead of just a product photo. This makes the ad feel more real and relatable.

2. Optimize for Mobile
More than 90% of Facebook users access the platform on mobile devices. If your ads don’t look good on a phone, you might lose engagement.

How to Do It:

Use vertical or square formats for better mobile viewing.
Keep videos short (10–30 seconds) since mobile users have shorter attention spans.
Add text overlays or subtitles so users can understand the message even without sound.
Ensure images and videos load quickly and clearly.
Example:
A travel brand using UGC should choose vertical videos of real travelers enjoying their destinations. This makes the content fit perfectly on mobile screens.

3. Add Captions & CTA (Call-to-Action)
Even the best UGC needs captions and a clear call-to-action (CTA) to drive results. Utilize AI to make this process easier with the Facebook auto-posting feature.

How to Do It:


Add text overlays to highlight key messages (e.g., “Real Customers, Real Results”).
Write short, engaging captions that explain why users should take action.
Include a strong CTA, such as:
“Shop Now”
“Learn More”
“Try It Today”

Place the CTA button in a visible spot to encourage clicks.
Example:
A beauty brand could use a customer’s before-and-after video with a text overlay:
“Real Results in 2 Weeks! Try it Now.”

4. Test Different Ad Formats
Facebook offers multiple ad formats, and testing different styles can help you find what works best.

How to Do It:

Use carousel ads to showcase multiple UGC images or reviews.
Try video ads featuring customer testimonials or unboxing experiences.
Run story ads using vertical UGC clips to create a more immersive experience.
Use collection ads for e-commerce to highlight user experiences alongside products.
Example:
A clothing brand could create a carousel ad showing UGC photos of customers wearing their outfits in different settings.

5. A/B Testing UGC Ads
To know if UGC is working better than traditional brand content, test and compare different ad styles.

How to Do It:
✔ Run two versions of the same ad:

Ad A – Uses UGC (customer reviews, photos, or videos).
Ad B – Uses a professional brand-created image or video.
✔ Track key performance metrics like click-through rates (CTR), engagement, and conversions.
✔ Analyze the results and scale the best-performing ad type.
Example:
A skincare brand could test a customer review video (UGC ad) against a studio-shot product video to see which gets better results.

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Step-by-Step Guide to Creating a UGC-Powered Facebook Ad
Using User-Generated Content (UGC) in Facebook Ads can boost engagement and trust, but creating a successful Facebook campaign requires the right strategy. Follow these simple steps to launch a high-performing UGC-powered ad.

1. Choose the Right UGC
Not all UGC will work well for Facebook Ads. You need to pick high-quality and relevant content that fits your brand and campaign goal.

How to Do It:

Choose clear, high-resolution images or videos.
Select UGC that shows your product in action or highlights its benefits.
Ensure the content is authentic, positive, and engaging.
If using customer reviews, pick genuine testimonials that tell a story.
Get permission from the creator before using their content.
Example:
If you’re promoting a skincare product, choose a real customer video showing their before-and-after results rather than just a static image of the product.

2. Edit & Enhance
Even though UGC should feel natural, small edits can improve its impact while keeping it real.

How to Do It:

Crop or resize images/videos to fit Facebook ad formats.
Adjust brightness, contrast, or sharpness for a professional look.
Add text overlays or captions to emphasize key messages.
Keep edits minimal to maintain the authentic and relatable feel.
Example:
If a customer submits a video review, you can trim it to focus on the key message, add subtitles, and include a call-to-action (CTA) text like “Try it now!”

3. Set Up Facebook Ads Manager
Once your content is ready, you’ll need to set up your ad campaign in Facebook Ads Manager.

How to Do It:

Go to Facebook Ads Manager and click “Create” to start a new campaign.
Select a campaign objective (e.g., Conversions, Engagement, or Traffic).
Upload your UGC image, video, or carousel as the ad creative.
Write a compelling ad copy that matches the UGC’s tone.
Add a CTA button like “Shop Now” or “Learn More.”
Example:
A fashion brand can upload a customer’s Instagram photo wearing their outfit and write an ad caption like:
“Real customers, real style! Get your perfect look today. 👗 #StyledByYou”

4. Define Your Target Audience
To get the best results, your ad must reach the right people.

How to Do It:

Use Facebook’s Audience Targeting to select your ideal customers.
Target based on age, location, gender, interests, and behaviors.
Retarget past website visitors or people who engaged with your content.
Use Lookalike Audiences to find new customers similar to your existing ones.
Example:
A fitness brand can target women aged 25-40 interested in yoga, activewear, and wellness for an ad featuring a real customer using their yoga mat.

5. Choose the Best Ad Format
Different ad formats work better for different types of UGC.

How to Do It:


Single Image Ads – Great for simple product shots, customer photos, or review snippets.
Video Ads – Best for customer testimonials, unboxing videos, or product demos.
Carousel Ads – Ideal for showing multiple UGC images or reviews in one ad.
Story Ads – Short, mobile-friendly vertical videos or images for high engagement.
Example:
A beauty brand can run a carousel ad featuring multiple UGC photos of real customers using their product, each with a different review.

6. Optimize & Launch
Once your ad is live, you need to track its performance and optimize it for better results.

How to Do It:


Monitor key metrics like engagement, clicks, and conversions.
Test different versions of the ad (A/B testing) to see what works best.
Adjust targeting, captions, or creatives if performance is low.
Scale successful ads by increasing the budget or expanding the audience.
Example:
If an ad featuring a customer’s video review is performing well, increase the budget and test it against another version with a different CTA.

Measuring the Success of UGC in Facebook Ads
Running User-Generated Content (UGC) in Facebook Ads is a great way to boost engagement and conversions, but how do you know if it’s working? By tracking key performance metrics using Facebook Ads Manager and optimizing successful campaigns, you can ensure maximum results from your UGC ads.

1. Key Metrics to Track
To measure the effectiveness of your UGC-powered Facebook Ads, focus on the following important metrics:

Click-Through Rate (CTR):

Shows how many people clicked on your ad after seeing it.
A higher CTR means your ad is engaging and relevant.
Engagement (Likes, Shares, Comments):

If people are liking, sharing, and commenting, it means your ad is resonating with the audience.
UGC typically gets higher engagement than brand-created content.
Conversion Rate:

Measures how many people took action (e.g., purchased a product or signed up).
If your conversion rate is low, your CTA or landing page might need adjustments.
Cost-Per-Click (CPC) & Return on Ad Spend (ROAS):

Lower CPC means you’re getting more clicks for your budget.
Higher ROAS means your UGC ad is generating profitable sales.
Video View Rate (if using UGC videos):

Tracks how many people watched your video and for how long.
Helps determine if your content is captivating or losing interest early.
2. Using Facebook Ads Manager for Performance Analysis
Facebook Ads Manager provides detailed insights into how your UGC ads are performing. Here’s how to analyze them:

acebook Ads Manager for Performance Analysis
Step 1: Log in to Facebook Ads Manager and go to the “Campaigns” tab.
Step 2: Click on your UGC ad campaign to view performance metrics.
Step 3: Use the “Breakdown” feature to check which audience segments are engaging the most.
Step 4: Compare UGC ad performance against traditional brand ads to see which works better.
Step 5: Identify areas for improvement (e.g., if CTR is low, try a different CTA or headline).
Example:
If you notice your UGC video ad has high engagement but low conversions, you might need to add a stronger CTA or make the checkout process smoother.

3. Optimizing & Scaling Successful UGC Campaigns
If your UGC ad is performing well, you can scale it up for even better results.

A/B Testing:

Test different UGC versions (e.g., customer review video vs. photo testimonial).
Compare which one gets more clicks and conversions.
Retargeting Engaged Users:

Show follow-up ads to people who watched the video, clicked the ad, or visited your website.
Retargeting increases the chances of conversions.
Expanding Lookalike Audiences:

Use Facebook’s Lookalike Audience feature to reach new people similar to your best customers.
This helps find more buyers without increasing costs too much.
Increasing Budget Gradually:

If your UGC ad is profitable, slowly increase the budget to reach more people without reducing ROAS.
Refreshing UGC Content:

If engagement starts dropping, update your ad with new UGC from different customers.
Keeping ads fresh prevents audience fatigue.

Wrapping It Up
User-Generated Content (UGC) has become a game-changer for Facebook Ads, helping brands build trust, engagement, and conversions like never before. Unlike traditional ads, UGC feels real and relatable, making it more effective in grabbing attention and influencing purchase decisions.

If you’re not using UGC in your Facebook Ads yet, now is the time to start! Customers trust real people more than traditional marketing messages, and UGC provides a perfect way to connect with them genuinely.

Keep UGC real and relatable – Over-editing can make it feel staged.
Test different ad formats – Try video ads, carousel ads, and stories.
Always get permission before using customer content.
Use strong CTAs to encourage clicks and conversions.
Monitor and optimize – Adjust targeting and creatives based on results.
By using UGC the right way, you can boost engagement, increase conversions, and build a stronger connection with your audience. Get started today and see the power of real customer content in action!

How to Use User-Generated Content in Facebook Ads
Created and shared by individuals on social media platforms, user-generated content is key to growing your brand awareness and ultimately converting customers.

If you’ve been following Boosterberg, you know we keep praising UGC on this blog and our Instagram profile. Our previous article about user-generated content mentioned all the benefits of using it in your marketing strategy.

This time we will talk about using user-generated content in Facebook Ads.

Facebook Ads & User-Generated Content
What is the number one rule when it comes to creating ads for your target audience?

The ads need to be relevant.

And what is more relevant than user-generated content, content created by your audience?

Photos, videos, and testimonials from your followers and customers can help you reach more like-minded people. This should be your number one goal if you’re looking to expand your customer base.

Sometimes, your content can go viral and reach a wider audience organically. But this happens rarely. Instead of just waiting for organic growth, you can promote content through paid Facebook advertisements.

At this point, you might wonder why you would use user-generated content in your ads.

According to a report by Tinup.com,

80% of consumers prefer seeing photos of real customers over stock photos
57% of consumers feel stock photos should be replaced with the diversity of real customers and teams
So the answer is very simple – stock and generic images are dead, and real-life photos and situations are what people want to see.

Now let’s talk about the rules for using user-generated content in your Facebook ads.


How to use content created by your followers
Facebook’s ad policies allow businesses to use user-generated content in their ads as long as the content meets specific guidelines. Before using user-generated content in your Facebook ads, you need to make sure that you have the rights and permissions to use the content.

Not following these guidelines may result in your ads not being approved or your account being suspended.

So, what are the rules for using user-generated content in Facebook ads?

Here are some guidelines and best practices to follow:

Ask for permission
Facebook requires advertisers to ask the user who created the content for consent before using it in an advertisement. This can include email or message exchanges or a signed release form. In addition, the content must not violate any intellectual property rights, such as copyright or trademark.

According to the above-mentioned report by Tinup.com, ONLY 23% of marketers always request rights to other people’s content. Don’t be one of those people!

Facebook says:

Ask yourself the following questions before posting:

Have I created all of the content myself?
Do I have permission to use all content that I didn’t create that’s included in my post?
Does my use of content I didn’t create fall within an exception to copyright infringement?
Is the content protected by intellectual property rights (for example, is it a short phrase, idea, or public domain work)?
Tinup Report
Make sure the user-generated content is relevant to your brand, and your audience
When using user-generated content in Facebook ads, it’s important that the content is related to the product or service being advertised. This means the content should be about the product or service and explain what it does and how it can help people. Using unrelated user-generated content can be misleading or confusing, and it’s against Facebook’s policies.

Be transparent, and don’t modify the content in a way that would change its meaning
The content made by users for Facebook ads must not trick people or lie. You can’t change the meaning or context of what they created. You also need to say if the person who made it was paid or had some other connection to the advertiser.

How Facebook ad review works
Is Facebook really going to check all these ads to make sure they’re following the rules?

Yes. Yes, they will. Facebook’s Ad Review system works, and it’s not recommended to try and trick it because you can end up with a blocked advertising account. They use both automated technology and human reviewers to review ads.

Facebook's Ad Review process
Facebook’s Ad Review system
Iconic UGC advertising campaigns
Let’s have a look at some of the most popular UGC campaigns for inspiration:

Coca-Cola’s Share a Coke campaign
Share a Coke Campaign on Social media
Source: Carol Sobers at Medium.com
We already mentioned this campaign in our article about repurposing content, but since it is one of THE most iconic UGC campaigns, we have to list it here again.

Coca-Cola hit a home run with their #ShareACoke campaign, which encouraged customers to personalize bottles with their names or the names of loved ones and then share photos of their custom bottles on social media.

It was a genius move because the user-generated content created by customers became the centerpiece of Coca-Cola’s marketing efforts. The campaign went viral and generated a ton of buzz on social media, making it a fantastic example of how user-generated content can be used to great effect in advertising.

Apple’s Iconic Shot on iPhone
Apple Shot on iPhone campaign
Source: Apple.com
Back in 2015, Apple rolled out one of its most iconic campaigns yet, the “Shot on iPhone” initiative. The idea was simple: to show off the impressive capabilities of the iPhone’s camera. They asked both amateur and professional photographers to submit their best shots, and the results were breathtaking. Apple then took these stunning images and videos and used them across different platforms, from billboards to print ads to social media, making the campaign an enormous success. Today, “Shot on iPhone” is a staple of Apple’s advertising strategy, and it’s easy to see why!

Conclusion
User-generated content is effective. It presents a great way to grow your brand’s awareness and convert more customers because it shows a real picture of your brand. It provides an authentic and unfiltered view of your brand’s values, which can help to increase customer trust. That is why ads based on user-generated content are effective.

However, if you plan to use content created by your followers in your Facebook ads, make sure to have written consent from your followers and always follow Facebook’s guidelines.