User-generated content (UGC) is fast-becoming a key creative strategy for brands seeking to drive positive brand perception and purchase behavior. UGC — or, images, videos, reviews, and testimonials created by actual product users — can be featured in mobile advertising campaigns to boost credibility and drive conversions.

Below, explore success stories of UGC mobile ad campaigns and how this emerging content strategy is driving engagement and revenue for brands.

The Value of UGC in Mobile Ad Campaigns 

UGC content used in ads can be a driving force for app growth. In fact, according to EnTribe in its State of UGC 2023 Report, 83% of customers are more inclined to purchase from brands that share real customer content. 

This is in contrast to influencer marketing, which the report found could detract from a brand’s conversion goals. Eighty-one percent of consumers said a brand’s use of influencers had either no impact or a negative impact on their perception of the brand. Furthermore, 86% of consumers said they trusted a brand more that featured UGC over influencer marketing campaigns.

How does UGC drive value in advertising campaigns?

• Social Proof: UGC engages and persuades prospects through real users' points of view and experiences, building brand awareness and fostering a vibrant community. 

• Unique Content: UGC uses original content to increase visibility, capture customers’ attention and help brands stand out in the competitive omnichannel marketplace.

• Trust: By allowing customers to become a part of a brand's journey, UGC inspires customer trust and loyalty, driving greater customer lifetime value (CLTV) and improved business outcomes.

In summary, UGC is a valuable asset in mobile advertising campaigns, driving performance outcomes, contributing to cost-effective user acquisition and increasing customer trust and loyalty.

How UGC Campaigns Perform

According to Addict Mobile, UBC ads drive results for acquisition campaigns across various verticals. For example, for photography clients, UGC ads led to a 20% decrease in cost-per-install (CPI) rates and a 9% increase in conversions across platforms. For gaming clients, UGC ads resulted in a 3-point increase in ROAS. 

According to AppSamurai, UGC-based ads drive 4x higher click-through rates (CTR) and an up to 50% drop in cost-per-click (CPC) rates. What’s more, blending UGC with professional content has been shown to increase engagement by up to 28%.

At CRAFTSMAN+ we’ve helped partners increase their conversions and scale their CPI via user-generated content campaigns. In a recent campaign for a budgeting and expense tracking app, we were tasked with building a brand campaign that would expand the app’s visibility and differentiate it from competitors.

Given the proven results of UGC video (UGC videos created by and featuring users get 10x more views on YouTube than content created by brands according to SocialToaster), our team chose this strategy for the app’s growth campaign. CRAFTSMAN+ used a number of different creators in a series of UGC videos to help the app test multiple creative assets and select a winning concept. This resulted in a stunning 75% reduction in cost per conversion and a competitive overall cost per install of $3.72.

Examples of Successful UGC Mobile Game Ad Campaigns

Monopoly GO

Monopoly GO by Scopely has used UGC mobile ads to become one of the top board game apps in the mobile gaming market. According to Business of Apps, the classic mobile board game app has been downloaded 14 million times since last summer. It has also generated more than $135 million in revenue since it was launched in April 2023.

This UGC video of “A Day in the Life of a Super Tycoon”, a player gives her experience of Monopoly GO as if she is building her property portfolio in real life.

https://www.tiktok.com/@monopolygo/video/7236521128993328426

My Talking Angela 2

This virtual pet game uses human-centered UGC to show real players interacting with their stylish virtual cats. By showing the player's perspective from an external vantage point, viewers can more easily imagine themselves playing the app.

Royal Match

This match-3 powerhouse uses UGC to highlight key benefits: no ads, free to play, and no wifi required. Notably, their ads often feature a player failing a level, which creates a psychological challenge that entices the viewer to download the game and "do it better."

Takeaways

• High Conversion: 83% of consumers are more likely to buy when real customer content is present.

• Cost Efficiency: UGC can cut cost-per-click rates by up to 50%.

• Strategic Mix: Blending UGC with professional content can boost overall engagement by up to 28%.

Ready to drive value with UGC creatives? CRAFTSMAN+ helps you harness the authenticity of user-generated content to drive conversions and build lasting trust.

Request a Demo Today!