What Is User-Generated Content (UGC)?
User-generated content (UGC) refers to any content—photos, videos, testimonials, or reviews—created by your actual customers instead of your brand.
Think:
- A happy customer unboxing your product on TikTok
- A glowing review posted on Instagram
- A before-and-after photo on Facebook
When you repurpose UGC into Facebook Ads, you’re not just promoting—you’re building trust.
Why UGC Works for Facebook Ads
- Authenticity sells: 84% of consumers trust peer reviews over brand-created ads.
- Higher engagement: UGC often outperforms branded content in click-through rate (CTR).
- Cost-effective: You don’t need a production team—your customers are your creators.
Plus, UGC can lower your CPA and raise your ROAS when implemented correctly.
Step-by-Step: How to Use UGC in Facebook Ads
1. Collect UGC the Right Way
Encourage your customers to share:
- Branded hashtags (e.g., #MyGlowSkin)
- Photo contests and giveaways
- Post-purchase email requests
Use tools like:
- adscheck: Scan ad creative quality and performance.
- check ads facebook: Ensure your UGC follows Facebook guidelines.
💡 Pro tip: Always get permission before using UGC in ads.
2. Choose the Right Content Format
Great UGC formats include:
- Video testimonials (raw and unpolished works best)
- Instagram Reels or Stories
- Customer photos + text overlay reviews
- Before-and-after transformations
The best UGC looks natural—not staged or over-designed.
3. Edit Lightly, Keep It Real
Resist the urge to “overbrand” UGC.
Add your logo subtly
Include a clear CTA (“Shop Now”, “See Results”)
Don’t change the tone or crop out the customer’s personality
Test different versions using adspeed to monitor loading times and creative performance across devices.
4. Use in Different Campaign Objectives
UGC works in:
- Awareness campaigns (real people using your product)
- Retargeting ads (“See why customers love us!”)
- Conversion ads (before/after, testimonials)
Add captions and CTAs that match the audience stage.
How to Track UGC Performance
Use these metrics to analyze your UGC ad performance:
| Metric | Why It Matters |
| Click-Through Rate (CTR) | Measures engagement |
| Cost per Result (CPR) | See how cost-effective it is |
| Engagement Rate | UGC usually gets higher likes & shares |
| Conversion Rate | Are viewers taking action? |
Track all of these through Meta Ads Manager, and run performance diagnostics via ads check facebook.
UGC Facebook Ads Best Practices
- Always credit the creator
- Use high-quality visuals, even if raw
- Stay compliant with Facebook Ads policies
- Test multiple pieces of UGC (don’t rely on one hero post)
- Blend UGC with brand voice—but don’t erase the customer’s voice
Final Thoughts
UGC is more than just “free content.” It’s your social proof, your brand story told by real people, and your conversion-driving weapon—especially on Facebook Ads.
With smart tools like adscheck, adspeed, and your community’s content, you can elevate your campaigns and make them more human, relatable, and high-performing.
