How to Boost Your Brand with User-Generated Content

User-generated content (UGC) is not just a marketing buzzword—it’s a powerful tool for enhancing authenticity and engagement in advertising. 

As we’ve written before, 83% of customers are more inclined to purchase from brands that share real customer content. This highlights the potent potential of UGC ads in capturing attention, fostering trust and, ultimately, driving conversions.

Ready to leverage the power of UGC ads in your performance marketing? Keep reading to learn the benefits of UGC ads and best practices for using them to boost your brand’s credibility and drive more conversions.

Why You Should Be Leveraging UGC Ads

Major brands are increasingly using UGC to build trust, showcase their products in real-world use cases, and drive conversions through user-centric content. The high engagement, authenticity, and cost-effectiveness of UGC make it an invaluable asset for advertising campaigns across sectors. 

• UGC on the Rise: 85% of marketers say UGC is an important part of their content marketing strategy.

• Higher click-through rates (CTRs): Ads with UGC have 4 times higher click-through rates and cost 50% less per click compared to traditional ads.

• UGC Enhances Brand Trust: 92% of consumers trust UGC more than traditional brand advertising and marketing.

• UGC Increases Discovery and Purchases: 40% of consumers have purchased something after seeing UGC from a brand on social media and 48% of consumers discover new products through UGC. UGC videos are also viewed as 35% more memorable than branded video content.

Best Practices for Crafting UGC Ads

Ready to harness the power of real user testimonials to elevate your brand's authenticity and connect more deeply with your audience? Here are our best practices for crafting UGC ads. 

Authenticity is Key 

While it can be nerve-wracking to let real customers take the reins on talking about your product, it’s important not to overly-plan the feedback given in UGC. That’s because the core appeal of UGC lies in its authenticity. The more natural and authentic a UGC ad is, the better it will perform. With that being said, avoid overly scripting or staging your content; let the genuine experiences and voices of your users shine through. This authenticity resonates with audiences, making your ads feel more relatable and trustworthy.

Embrace Spontaneity and Humor 

Part of the winning performance of UGC ads are their incorporation of humor and spontaneity. Our team at CRAFTSMAN+ has cultivated these qualities by tapping into viral social media and cultural trends to keep content fresh and relevant. 

For example, our team capitalized on the viral trend of videos featuring creators saying “I’m a (blank), of course I (blank).” We leveraged this narrative to create UGC videos of users discussing how their behavior showed them to be regular users of a certain app or product. Another key UGC narrative is “A Day in the Life”. With this narrative mechanic, you can show a customer using a product or app in their day-to-day life and giving a review. 

Leveraging viral trends in this way can expand an ad’s engagement and keep brands aligned with trending content. 

Tailor Content for Specific Platforms 

Each social media platform has its unique style and audience. Customize your UGC to fit the platform it’s intended for. For instance, TikTok videos often benefit from playful, dynamic content that leverages the platform’s trend-driven nature. On the other hand, a more aesthetically-driven UGC ad might be better suited to Instagram, given its focus on high-quality visual content. 

Maintain a Clear Call-to-Action 

While UGC should be engaging and entertaining, it also needs to direct users towards a clear action. Whether it’s encouraging viewers to learn more, sign up, or buy, a clear and compelling call-to-action (CTA) is crucial for converting interest into action. Include an end card to ensure your CTA is clear and leads the viewer to a next desired action.

Leverage Micro-Influencers 

Micro-influencers often have highly engaged audiences and can lend credibility to your brand. Their endorsements can seem less commercial and more like genuine recommendations, which can be incredibly effective in a UGC campaign.

According to GRIN, a micro influencer is an influencer that typically has a follower count of 10,000–100,000. For comparison, here is a rundown of different creator tiers:

• Nano influencers: 1K–10K followers

• Micro influencers: 10K–100K followers

• Macro influencers: 100K–1M followers

• Mega/Celebrity influencers: 1M+ follower

Despite smaller followings than mega/celebrity influencers, micro-influencers typically have much higher engagement rates from their audiences in terms of likes, comments, shares etc. Typical micro-influencer engagement rates range from 7-20%, which is much higher than macro-influencers. According to Forbes, micro-influencers boast up to a 60% increased engagement rate compared to macro-influencers.

Be Aware of Legal Constraints

When venturing into user-generated content, especially within sensitive verticals like health or beauty, understanding and respecting legal boundaries is paramount. Misinformation can easily slip through when users share their personal experiences without the proper disclaimers, particularly in sectors regulated by bodies such as the FDA. For example, claims about a product’s health benefits must be supported by evidence and adhere to strict advertising standards to avoid categorization as misleading.

Takeaways

In an era where consumers crave authenticity, UGC offers a key opportunity to showcase real stories and experiences that resonate deeply with audiences. By following these best practices, marketers can create UGC campaigns that are not only authentic and engaging but also optimized for maximum impact.

• Enhanced Engagement and Trust: UGC ads drive significantly higher engagement, with 4 times the click-through rates at half the cost per click, compared to traditional ads.
• Brand Authenticity: 92% of consumers trust UGC more than traditional advertising, highlighting its power to enhance brand credibility.
• Increased Discovery and Conversion: 40% of consumers purchase products after viewing UGC, proving its effectiveness in influencing buying decisions.
• Strategic Best Practices: Effective UGC campaigns leverage authenticity, humor, tailored content for specific platforms, clear CTAs, and micro-influencers to maximize relatability and engagement.
• Legal Considerations: Particularly in regulated industries like healthcare and beauty, it’s crucial to ensure UGC adheres to legal standards to avoid misleading claims.

Ready to unlock the full potential of UGC for your brand? Contact CRAFTSMAN+ today to discover how our expert strategies can enhance your campaigns and connect authentically with your audience.