The Perfect Partnership: How UGC Supercharges Your Paid Ads

In a world where digital ads are everywhere, how can you make yours stand out and truly capture attention?

Do you jump into a big creative project or do you go down the UGC route? Let’s find out!

Traditional ads are often seen as polished, sales-driven, and sometimes inauthentic. Enter User-Generated Content (UGC) — the game-changer in modern marketing strategies. By leveraging authentic, relatable content from your customers, UGC helps build trust, foster engagement, and drive conversions in ways that polished ads simply can’t match.

In this edition of Future Proof Marketing, we’ll dive into why UGC works so effectively in paid ads, how to source it, and best practices to ensure it fuels your ROI.

Understanding UGC: Content Creation Beyond Influencers

User-generated content (UGC) often refers to content created by the audience or customers of a brand, but there's a broader, evolving definition in the world of marketing. UGC isn't just about content produced by your users; it's about content creators who specialize in replicating influencer-style content without having a massive following themselves. These creators have honed their skills in content creation, storytelling, and branding, and they leverage these abilities to craft content that resonates with audiences and drives engagement—much like influencers do—without the need for an established personal following. This shift allows brands to tap into authentic, high-quality content at a fraction of the cost.

Why UGC Works in Paid Ads

Authenticity Over Perfection:
Consumers today crave authenticity. UGC brings real stories, genuine experiences, and human connection into your ads. Unlike high-budget, polished brand campaigns, UGC shows your products or services in a relatable, "real-world" context. People trust their peers more than brands, which makes UGC a powerful tool for cutting through the noise.

Improved Engagement and Click-Through Rates (CTR):
UGC ads often outperform traditional ads in terms of engagement. Studies show that UGC leads to higher CTRs because users feel more connected to the content. They can see themselves in the experience, making them more likely to take action.

Finding and Sourcing High-Quality UGC

Encouraging Customers to Share:
The easiest source of UGC is your own customer base. Encourage your audience to share their experiences, whether through social media hashtags, contests, or simply by asking for feedback. Offering incentives, such as discounts or features on your brand’s channels, can motivate customers to share.

Partnering with Micro-Influencers:
Micro-influencers are key players in the world of UGC. With smaller, highly-engaged audiences, they can create authentic content that resonates. These influencers tend to offer content that feels more personal and genuine than those produced by larger influencers, making them ideal for your ad strategy.

Streamlining UGC Collection & Rights Management:
Managing UGC can be tricky, especially when it comes to obtaining usage rights. Tools like Billo, and Fiverr can help streamline the process, ensuring you have the proper permissions to use UGC in your ads. Make sure to set clear terms with your community and always credit contributors.

Best Practices for UGC in Paid Ads

Optimizing for Platform-Specific Formats:
Different platforms favour different formats. What works on Instagram may not work on Facebook, or vice versa. UGC video and images should be optimized for each platform’s specific size and style to ensure maximum visibility and impact.

Testing and Iterating UGC Content:
Always be testing! Not all UGC will resonate the same way with your audience. A/B testing allows you to refine your approach, helping you understand which content performs best in driving conversions. Look at engagement rates, CTR, and overall ROI to guide your decisions.

Pair UGC with Strong CTAs:
UGC is powerful, but it needs a strong call-to-action (CTA) to convert. Whether it’s "Shop Now," "Learn More," or "Join the Movement," combining authentic content with clear direction can amplify your results.

Case Studies: UGC in Action

Glossier:
Beauty brand Glossier is known for its successful use of UGC in ads. By featuring customer reviews, before-and-after photos, and social media posts in its campaigns, Glossier built a highly loyal community that drives both engagement and sales.

Airbnb:
Airbnb effectively incorporates UGC by showcasing user photos of unique stays in various destinations. These real-world images encourage potential travelers to book their own stays, as the content feels more authentic than traditional marketing.

In both cases, these brands experienced measurable increases in conversion rates and customer trust.

UGC in the news

The Power of UGC (User-Generated Content)

UGC (user-generated content) continues to prove its effectiveness, despite lingering doubts from some brands in 2024. UGC is native advertising that blends seamlessly with social media content, making it feel real and relatable to audiences. This authenticity often leads to higher engagement, as consumers trust recommendations from individuals they relate to over traditional ads.

Many brands hesitate to embrace UGC, fearing it might not align with their brand standards. However, testing UGC, alongside other marketing formats like static images and HD videos, is essential for reaching a wider audience. Consumers prioritize trust and affordability, with nearly 70% avoiding traditional ads in favour of content from relatable voices.

When executed correctly, UGC can outperform expensive ad campaigns, as it taps into consumer trust and relatability. Unlike costly commercials that often fall flat, UGC campaigns that resonate with target audiences can significantly boost brand loyalty and sales. The key is execution—if UGC doesn’t work for a brand, it’s likely due to poor targeting or strategy.

How User-Generated Content is Shaping the Future of Gaming and Media

User-generated content (UGC) is playing an increasingly important role in shaping the future of gaming and media, creating new opportunities for fan engagement and extending the lifespan of games. Experts like Nicholas Tuosto and Uri Marchand emphasize how UGC allows fans to contribute high-quality, brand-consistent content quickly, enriching game worlds and fostering stronger connections within communities. Companies like Overwolf are enabling these creative contributions by offering tools for modders to generate content that aligns with brand guidelines, enhancing fan interaction and driving deeper engagement.

However, the rise of UGC also presents challenges in protecting intellectual property (IP) and monetizing content. While UGC allows for greater creativity, companies must balance fan freedom with IP protection to maintain brand integrity. The shift towards compensating creators, as seen with platforms like Overwolf paying millions to modders, is transforming UGC into a viable business model. Despite the growth, studios are still refining how to effectively monetize UGC, but the potential for UGC to redefine gaming and media is undeniable.

SharkNinja's Strategic Shift: Leveraging Celebrity Endorsements and User-Generated Content for Global Growth

SharkNinja is increasingly relying on celebrity and influencer marketing to boost brand awareness and drive sales. In 2024, the company collaborated with high-profile figures like David Beckham, Kris Jenner, and Courtney Cox to promote its diverse product range, from kitchen appliances to beauty tools. These partnerships, combined with cultural tie-ins such as limited-edition products tied to major movie releases, are helping SharkNinja expand its reach globally, especially in Europe, Latin America, and the Middle East. The company also leverages organic content on platforms like TikTok to engage with audiences and tap into user-generated content (UGC) that has driven the brand’s viral growth.

As SharkNinja continues to innovate, it’s blending celebrity endorsements with authentic customer-generated content to create a powerful marketing mix. CEO Mark Barrocas highlights how real user experiences with products, like the Ninja Creami ice cream maker, contribute to the brand’s success. This strategy, along with the integration of UGC across various paid and organic channels, forms a flywheel effect, amplifying both global awareness and consumer loyalty. SharkNinja is focusing on creating culturally relevant content while expanding into new product categories, aiming for even greater growth in 2025.

Actionable Takeaway: Quick-Start Guide for Using UGC in Your Next Ad Campaign

1. Source UGC: Engage your customers through social media, email campaigns, or contests. Consider collaborating with micro-influencers for additional authentic content.

2. Optimize for Each Platform: Tailor your UGC for Instagram, Facebook, TikTok, etc., making sure it fits each platform’s preferred format.

3. A/B Test and Iterate: Start small, test multiple UGC pieces, and refine your content based on performance.

4. Use UGC-Management Tools: Invest in tools to streamline permissions and rights management (e.g., Billo, Fiverr).

5. Combine with Compelling CTAs: Always include a clear, direct call-to-action alongside your UGC.

Ready to supercharge your paid ads with UGC? Take action today and watch your campaigns transform. Have any questions about getting started with UGC in your ads? Reach out to Mel or Stef on Linkedin or send us an email here.