UGC - literally means User Generated Content, in chapter #1 I explained how hard it can be to get actual customer experience video especially one suitable for an ad usage, thats how UGC -like ads were born. They are often made by real simple people, who receive a scenario and text that they need to record in a proper manner.
It is definitely not an influence marketing, because creators don't even post on their socials. The creatives are made for performance marketing campaigns, best performing on TikTok, Meta, Google, Snapchat and currently we are noticing the trends of UGC-like ads appearing on Applovin, InMoby, Unity and more.
In this chapter we will go through popular UGC like ads concepts with examples.
The Benefits of Using UGC Ads
UGC ads bring a plethora of benefits to the table:
- Authenticity:?Customers face loads of every-pixel-perfect and professionally made advertisements on a daily basis. UGC stands out by really being from real people, making it one of the strongest reasons for helping you gain trust in your brand.
- Cost-Effectiveness:?Developing professional-quality ads can be expensive and a hassle.
- Engagement:?UGC ads tend to be naturally engaging. Real-life applications of products with others out there are something that people love to see. More often than not, this leads to higher click-through rates and better overall ad performance.
- Social Proof:?If the potential customers see others having the experience of enjoying your products, this kind of effect dramatically increases the preference for buying from you.
- Organic: most often doesn't look like an ad, more like a peer-to-peer recommendation, less skipping of it.
The Numbers Don’t Lie: Statistics and Data on UGC Ads
Let's take a look at some hard data to understand the impact of UGC ads:
- People are 2.4 times more likely to consider UGC authentic than brand-created content. (Source?Business Wire,?Samsung Business Insights)
- 79% of consumers said that user-generated content highly impacts their purchasing decisions. (Source:?Business Wire)
- UGC ads were seen to get four times better click rates and a 50% reduced cost per click than traditional ads. (Source:?Ampfluence)
- Brands that use UGC in their ads see 20% more return visitors and 90% more time on site (Source:?Samsung Business Insights)
Popular UGC Ad Concepts
When creating UGC ads, leveraging different concepts can make the content more engaging and relatable. Here are some popular UGC ad concepts to consider:
1.?Native formats, aka Street Interviews, Podcasts, Sketches
- Concept:?Randomly interviewing people on the street to get their spontaneous and genuine reactions about a product or service. Podcast setup with one person in front of the camera with the mic.
- Benefits:?Authentic reactions, diverse perspectives, and a dynamic, lively format.
- Tips:?Choose high-traffic locations, prepare a set of engaging questions, and ensure good audio and video quality.
Check the creative in podcast style
2.?Talking Head Videos
- Concept:?Individuals talking directly to the camera, sharing their experiences, reviews, or tutorials about a product or service.
- Benefits:?Personal and direct communication, easy to produce, and effective for building trust.
- Tips:?Encourage sincerity, use natural lighting, and ensure the background is not distracting.
3.?Product Unboxings
- Concept:?Users record themselves unboxing and exploring a new product for the first time, showcasing its features and their initial impressions.
- Benefits:?Builds excitement and anticipation, provides detailed product insights, and creates a sense of authenticity.
- Tips:?Focus on the user’s genuine reactions, highlight unique product features, and use multiple camera angles if possible.
4.?Before-and-After Transformations
- Concept:?Users show the changes or improvements after using a product or service, often with side-by-side comparisons.
- Benefits:?Visual proof of effectiveness, compelling and persuasive, and great for products with visible results.
- Tips:?Ensure clear and consistent lighting, document the process thoroughly, and use captions to explain the changes.
5.?How-To Tutorials
- Concept:?Users create step-by-step guides on how to use a product or achieve a certain result with it.
- Benefits:?Provides value to viewers, establishes the product as useful, and encourages engagement through actionable content.
- Tips:?Break down steps clearly, use close-up shots for details, and include tips and tricks for best results.
6.?Testimonials and Reviews. Problem | Solution concept
- Concept:?Satisfied customers share their positive experiences and results after using a product or service.
- Benefits:?Builds credibility, provides social proof, and encourages trust among potential customers.
- Tips:?Feature diverse demographics, focus on specific benefits and outcomes, and keep the tone conversational.
7. Day-in-the-Life Vlogs
- Concept:?Users document their daily routines, integrating the product or service into their everyday activities.
- Benefits:?Shows practical use cases, provides a real-world context, and connects with viewers on a personal level.
- Tips:?Keep it natural and unscripted, highlight different product uses, and edit for a smooth flow.
8. Trends
- Concept:?incorporating current organic trends
- Benefits:?less skipping of the ads, as it looks more organic
- Tips:?Focus on compelling narratives, use a mix of video and text, and feature diverse user experiences.
9. Memes and Humor
- Concept:?Users create funny and relatable memes or short videos that incorporate the product in a humorous context.
- Benefits:?Highly shareable, engages younger audiences, and adds a fun element to marketing.
- Tips:?Keep it light-hearted, ensure humor aligns with the brand, and be mindful of current trends and sensibilities.
10. Reality VS Virtuality
- Concept:?a game | app character in real life situations or vice versa a player | user becomes a part of virtual world
- Benefits: Immersive Experience, blends reality and virtual worlds, engaging users deeply.
- Tips:?Use Visuals, side-by-side photos or videos can effectively show the contrasts and similarities.
Tips for UGC like Ads creation
- Sound matters. The story can be told through lyrics. Emotions may be explained using rhythm. So let them show the product's benefits;
- Experiment with sound: try ASMR or even rhythmic flow to tell about the product
- You can use different visual tricks; split-screen, transitions and visual effects, and dynamic editing. ?Try to match visual with product points, and show people and their emotions
- Everything matters: UGC-visual, captions, music, simple tone of voice, and definitely – a positive vibe
- It is better to show the charismatic and active person in the frame, AI can't provide that. Use simple puns, emotions, and exiting actions matched with the product
Check out our showreel for more concepts for UGC like Ads
Conclusion: Embrace The Power Of User-Generated Ads
In today's world, where the actions speak volumes in connection with the consumer, UGC ads are the answer— to build credibility, significant engagement, and conversion. With UGC ads, let the voices of your authentic customers sell for you.
Stay tuned for next chapter of UGC Ads Mentors Playbook, I will let you in a secret on how to spend 100$ and create 27 UGC Ads.
Head of PR & Community @UGC Ninja | Ghostwriting for Founders on LinkedIn
9 个月Mine is podcast one as well, performing pretty well for most of the verticals!