What is UGC?
User-generated content (UGC) is any media made and shared by regular people instead of a brand or company itself. Examples of UGC include images, videos, reviews, and social media posts. It is content that users, clients, or supporters of a good, service, or brand willingly create. UGC is frequently posted on websites like social media, blogs, and forums and might be about users’ encounters with the brand, their thoughts on it, or their creative responses to it.
Why is it important for any brand to create UGC content?
User-generated content (UGC) has transformed how brands interact with their audience and has emerged as a powerful tool in the field of paid marketing. UGC is crucial for establishing a brand’s credibility and trust in the first place. Brands can establish a feeling of community, stimulate user interaction, and ultimately drive higher levels of engagement by utilizing UGC in paid marketing.
Which brands have used UGC Content successfully in their advertising?
Many brands have successfully utilized user-generated content (UGC) as part of their marketing strategies including Starbucks, Coca-Cola, Airbnb, Apple and Adobe.
4 Simple Steps to Create UGC Content (Video or Static)-
The Hook
This is the most important component of any ad and not just a UGC ad. A hook is the first message a user will see and decide if they want to pause and pay attention. Some examples of good hook messages:
- What I ordered vs what I got
- Instagram or xyz social media made me buy it
- Xyz changed my life
The type of imagery that works most in a hook are often the things that are most surprising or oddly satisfying or even the things that are most relatable.
Problem Agitator
Elaborate on the problem that your product solves for the user. Demonstrate it by agitating the problem and blowing it up to make it look big. Example:
- Oily skin in summers agitates the problem of acne
- What harmful chemicals in your daily skin care routine are doing to your skin (and elaborate with a video or bullet points)
Problem Introduction
Introduce your product as a solution to the above problem.
Product Differentiators
You can then delve into specific advantages or qualities of your product or service,followed by an actual testimonial, with a catchy CTA to finish.
Here are some examples of good hooks–
Oddly satisfying videos
Split Screens
Package at the door
How to Measure the Success of a UGC Ad?
We are now going to talk about the metrics that you’re going to use to make sure you’re continuously improving your UGC content. Metrics are crucial for determining which campaign is working the best and keeping consumers engaged.
- In order to determine which ad is working the best, one should always look at which creatives have the lowest cost per purchase, the largest number of purchases, and ultimately, the most amount spent in the ad account. These three factors may be combined to determine which creative is performing the best.
- Second thing will be a custom metric that you have to add into your ad account yourself Hook rate (3 sec video plays ÷ impressions)*100. Higher hook rate usually means higher Conversion rate for the creative. Hence, it is very important to research and iterate to identify a hook that works the best. Usually, it is seen that a hook rate above 25% translates into a better than average conversion rate.
- Last important metrics again will be a custom metrics Hold rate i.e. people which are actually retaining and viewing 100% of your ad. This gives us clarity on what type of imagery or messaging is retaining the buyers to stop and watch the rest of the ad. A Hold Rate above 1% usually results in better than average conversion rate.
These have shown to be the most effective thus far, and perhaps they will be beneficial for everyone when it comes to producing the greatest UGC content.
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