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 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.

Why You Should Be Leveraging UGC Ads

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

• 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 CTRs and cost 50% less per click compared to traditional ads.

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

• Increased Discovery: 48% of consumers discover new products through UGC, and videos are viewed as 35% more memorable than branded content.

Best Practices for Crafting UGC Ads

Harness the power of real user testimonials to connect more deeply with your audience using these best practices:

Authenticity is Key

The core appeal of UGC lies in its raw nature. Avoid overly scripting or staging your content; let the genuine experiences and voices of your users shine through. This makes your ads feel relatable and trustworthy.

Embrace Spontaneity and Humor

Tapping into viral social media and cultural trends keeps content fresh. For example, narratives like "A Day in the Life" or participating in viral creator trends (e.g., "I'm a [blank], of course I [blank]") help keep brands aligned with what users are already watching.

Tailor Content for Specific Platforms

Customize your UGC to fit the platform. TikTok benefits from playful, trend-driven content, while Instagram is better suited for aesthetically-driven, high-quality visuals.

Maintain a Clear Call-to-Action

While UGC should be entertaining, it must direct users toward an action. Whether it’s signing up or buying, include a clear call-to-action (CTA) or an end card to lead the viewer to the next step.

Leverage Micro-Influencers

Micro-influencers (10K–100K followers) often have higher engagement rates (7–20%) than celebrity influencers. Their endorsements feel more like genuine recommendations than commercial advertisements.

Creator Tiers Cheat Sheet:

• Nano influencers: 1K–10K followers

• Micro influencers: 10K–100K followers

• Macro influencers: 100K–1M followers

• Mega/Celebrity influencers: 1M+ followers

Be Aware of Legal Constraints

In sensitive verticals like health or beauty, ensure claims are supported by evidence and adhere to FDA or similar advertising standards to avoid misleading users.

Takeaways

• Trust: 92% of consumers trust UGC more than traditional ads.

• Performance: UGC drives 4x higher CTR at half the cost of traditional assets.

• Strategy: Use micro-influencers and platform-specific trends to maximize impact.

• Compliance: Always respect legal disclaimers, especially in regulated industries.

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