How UGC Video Ads are Shaping the Future of Digital Campaigns

Welcome!

It’s been a while since I wrote anything on LinkedIn ???

I’ve had quite a few requests to explain how brands can effectively use UGC video ads in their marketing campaigns, so I wanted to share some insights and tips! UGC, or User-Generated Content, is a well-known term in digital marketing and has been used by many brands (globally) in various campaigns, across different formats, and on multiple platforms.

Over the last few years, UGC videos have been taking over the internet (as you probably already know). UGC is one of the purest forms of content that brands can use in their marketing. Most UGC creators don’t have their own platform or follower base, but they are experts at creating effective video content.

UGC video ads allow brands to be more agile in their marketing and boost their organic content. I don’t need to tell you what happens when your ads align perfectly with the content algorithm! ?? ??

How can a brand strategically use UGC ads in their marketing campaigns?

Before considering UGC ads, start with your overall strategy and then determine where UGC ads can fit in most effectively.

UGC ads have their own strengths, such as:

• Authenticity: UGC creators are more likely to refuse to collaborate with a brand they don’t believe in.
• Creativity: Platforms like TikTok and YouTube Shorts have mastered the art of short-form videos, and so have UGC creators. For example, you can use the same video with different “hooks” to see which one performs better.
• Effectiveness: As the brand custodian or agency partner, you should strategically use UGC video ads at different stages of the user journey. For example:

Top of the funnel: The brief to the creator should focus more on the brand, its values, and offerings.

Lower funnel: Emphasize the product, its benefits, and include a product reveal.

Branded Ads vs. UGC Video Ads

In my experience working with different brands across various industries, I recommend a mix of branded and UGC video ads. With social media content consumption largely shifting towards videos, people are more responsive to UGC videos. Again, in my experience, UGC video ads tend to be more effective in middle to lower-funnel campaigns.

UGC Video Ads and Creativity

To elaborate, many brands and agencies wonder whether UGC ads are purely executional or if they require creative and strategic direction. My answer is YES, they require both! Your UGC ads are only as good as the strategy and creative direction behind them. The UGC creator’s job is to bring that vision to life. Think of UGC video ads as another format that needs a creative edge to stand out.

Which sectors can benefit from UGC video ads?

UGC ads are extremely popular among e-commerce platforms and consumer brands, but any brand in any industry can use UGC video ads for different marketing objectives, from awareness to conversions!

How to access UGC creators?

The answer will vary depending on the market. Some markets have UGC agencies and marketplaces like creatorflow.com.au. You’ll also see UGC creator communities on platforms like Facebook groups.

This is just a quick overview of the use of UGC video ads. If you're interested in learning more, feel free to reach out!