How to Leverage User-Generated Content (UGC) in Your Ads

User-generated content (UGC) can significantly enhance advertising effectiveness by building trust and authenticity, as it showcases real experiences from customers. Brands can leverage UGC by incorporating testimonials, reviews, and social media posts into their ads, creating relatable and engaging content that resonates with potential customers.

Say hello to my friend Sarah. Sarah had been running social media ads for her clothing brand for several months, but the performance was just okay—nothing spectacular. She was doing everything "right" by industry standards: targeting the right audience, using high-quality images, and creating compelling copy.

Then, one day, she received an email from a customer who had purchased her brand’s jacket and posted a picture of herself wearing it on Instagram. The post had gotten a lot of attention, with her followers commenting and tagging friends, praising how the jacket looked.

Sarah thought, “What if I could use this content in my ads?” After reaching out and asking for permission, she added the customer’s Instagram photo to her next campaign. To her delight, the ad’s engagement skyrocketed. Not only did Sarah see more clicks and conversions, but her audience was also becoming more engaged and loyal. Sarah realized that user-generated content (UGC) had a profound effect on the trust and authenticity of her ads.

The lightbulb moment here? UGC is powerful—people trust real customer experiences far more than they trust polished, professional ads. In fact, UGC can improve the credibility of your brand and drive higher engagement, making it a fantastic tool to leverage in your campaigns.

Here’s how you can harness the power of UGC in your own social media ads:

Tip #1 - Encourage Customers to Share Their Experiences:

Ask your customers to tag your brand or use specific hashtags when posting about your products. This will make it easier for you to find relevant content to use in your ads. Additionally, encouraging user-generated content can foster a sense of community and engagement among your customers. By showcasing their posts, you not only highlight your products but also make your customers feel valued and appreciated.

Tip #2 - Use UGC for Social Proof:

Featuring real customers in your ads can show potential buyers that others trust and enjoy your product. This kind of social proof can dramatically increase conversions, as people tend to trust the opinions of others over brand messaging. When potential customers see relatable individuals sharing their positive experiences, it creates a sense of authenticity that resonates with them. Additionally, showcasing diverse customers can broaden your appeal and help potential buyers envision themselves using your product.

“Your customers are your biggest advocates and your biggest word‑of‑mouth marketing tool in the world. [UGC is] about the content and recommendations produced by those vocal advocates for your brand.” – Sinead Norenius‑Raniere, VP of Product Management at Cision 

Tip #3 - Make Sure You Have Permission:

Before using any UGC, always ask for the customer’s permission to feature their content. Not only is it the right thing to do, but it also ensures that you maintain a positive relationship with your audience. This practice fosters trust and respect, which can lead to increased brand loyalty over time. Additionally, obtaining consent can encourage other customers to share their experiences, knowing that their contributions will be valued and recognized.

Tip #4 - Give Credit to the Creators:

Whenever you use someone else’s content, make sure to credit them in the caption or in the image itself. This helps foster goodwill and encourages more customers to share their experiences with you. Additionally, proper attribution can enhance your credibility and strengthen your relationships within the community. By acknowledging the original creator, you also contribute to a culture of respect and collaboration in content sharing.

Tip #5 - Keep It Authentic:

The whole point of UGC is to showcase real, unpolished content. Avoid editing it too much—keep it natural and authentic to maintain the trust of your audience. This genuine representation encourages more engagement and fosters a sense of community among users. By allowing the raw and unfiltered voices of your audience to shine through, you create a more relatable and impactful connection with your brand.

Winning Results

Sarah’s decision to incorporate user-generated content into her social media ads was a game-changer. Her ads felt more relatable and authentic, and her customers felt more connected to her brand. The takeaway? UGC can take your social media ads to the next level by building trust, improving engagement, and ultimately driving more sales. If you’re struggling to incorporate UGC into your ads or don’t have time to manage your ad campaigns, consider hiring an event coordinator or digital marketing professional. They can help you develop a strategy to gather, curate, and use UGC effectively.