Ever feel like your Meta ads are hitting a wall? I get it. We’re all constantly searching for that edge, that tweak, that *something* that’ll grab attention and drive results. Lately, I’ve been diving deep into the world of User-Generated Content (UGC) and Employee-Generated Content (EGC) ads, and let me tell you, the potential is HUGE. I recently read an insightful piece about testing UGC and EGC within Meta campaigns, and it got me thinking about how we can all leverage these powerful formats.

Essentially, we’re talking about tapping into the authenticity of real people – your customers and employees – to build trust and credibility. Let’s unpack how to test these strategies effectively in your Meta campaigns.

Understanding UGC and EGC: Why They Matter

Before we jump into testing, let’s quickly define what we’re working with:

  • User-Generated Content (UGC): Think customer testimonials, product reviews, and social media posts where users are organically showcasing your brand or product. According to a Stackla report, 79% of people say UGC highly impacts their purchasing decisions.
  • Employee-Generated Content (EGC): This is content created by your employees, offering an inside look at your company culture, product development, or even just a day in the life. Edelman’s Trust Barometer consistently shows that people trust employees more than CEOs or traditional advertising.

Why do these formats resonate? Because they’re real. In a world saturated with polished, often unbelievable ads, UGC and EGC offer a refreshing dose of authenticity. People connect with people, and that’s the heart of these strategies.

Setting Up Your UGC/EGC Testing Framework

Testing UGC and EGC ads requires a structured approach to ensure you’re gathering actionable insights. Here’s how I recommend setting up your initial tests:

  1. Define Your Objectives: What are you hoping to achieve? Increased engagement? Higher click-through rates? More conversions? Clear goals will guide your testing strategy.
  2. Source Your Content: Reach out to your customers for testimonials, run contests encouraging product reviews, or collaborate with your employees to create engaging content. Remember to obtain proper usage rights!
  3. Create Variations: Don’t just use one piece of UGC or EGC. Experiment with different formats (videos, images, text-based posts), different angles, and different calls to action.
  4. Isolate Variables: When testing, try to change only one variable at a time. For example, test different headlines with the same UGC video. This allows you to pinpoint what’s truly driving performance.
  5. Set a Budget and Timeline: Determine how much you’re willing to spend on testing and how long you’ll run the tests. This will help you stay on track and avoid wasting resources.

Implementing Your Meta Campaign Structure

Now, let’s get practical. Here’s how to integrate your UGC and EGC tests into your Meta campaigns:

  1. Create Separate Ad Sets: Segment your audience and create distinct ad sets for UGC and EGC. This allows you to track performance separately and understand which resonates better with specific demographics.
  2. Leverage A/B Testing: Meta’s built-in A/B testing feature is your best friend. Use it to compare different versions of your UGC and EGC ads against each other, or against your existing ad creatives.
  3. Targeted Audiences: Consider using custom audiences based on website visitors, email lists, or even lookalike audiences to reach the most receptive users.
  4. Placement Optimization: Monitor where your ads are performing best (Facebook feed, Instagram Stories, etc.) and adjust your placements accordingly.
  5. Analyze and Iterate: Regularly review your results and make adjustments based on what you’re learning. Don’t be afraid to kill underperforming ads and double down on what’s working.

Measuring Success and Scaling Your Winners

Testing is only valuable if you can accurately measure the results. Here’s how to track your progress and scale your winning UGC and EGC ads:

  1. Key Metrics: Focus on metrics like click-through rate (CTR), conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS). Also, pay attention to engagement metrics like likes, comments, and shares.
  2. Attribution Modeling: Understand how UGC and EGC ads contribute to your overall marketing funnel. Are they primarily driving top-of-funnel awareness or bottom-of-funnel conversions?
  3. Qualitative Feedback: Don’t just rely on numbers. Read the comments and reviews on your ads to understand how people are reacting to the content.
  4. Scale Strategically: Once you’ve identified winning UGC and EGC ads, gradually increase your budget and expand your targeting.
  5. Maintain Freshness: Don’t let your UGC and EGC become stale. Continuously source new content and refresh your ads to keep them relevant and engaging.

Key Takeaways:

  • Authenticity Wins: UGC and EGC tap into the power of real voices, building trust and credibility.
  • Structured Testing is Crucial: A clear testing framework ensures actionable insights.
  • Meta’s A/B Testing is Your Ally: Use it to compare different ad variations and identify winners.
  • Data-Driven Decisions: Regularly analyze your results and make adjustments based on performance.
  • Keep it Fresh: Continuously source new content and refresh your ads to maintain engagement.

 

FAQs About UGC and EGC Ads

What kind of content works best for UGC ads?
Authentic testimonials, product reviews, and social media posts showcasing real people using your product are typically highly effective.
How can I encourage customers to create UGC?
Run contests, offer incentives (discounts, free products), and make it easy for customers to share their experiences.
What are the legal considerations for using UGC?
Always obtain proper usage rights and permissions before using any UGC in your ads. A simple release form can protect you from potential legal issues.
What are some examples of successful EGC campaigns?
Behind-the-scenes videos showcasing company culture, employee testimonials about working at your company, and expert content from your employees on industry-related topics.
How do I measure the ROI of UGC and EGC ads?
Track key metrics like CTR, conversion rate, CPA, and ROAS. Also, monitor engagement metrics like likes, comments, and shares to assess the overall impact of your campaigns.

I’m excited to see how you incorporate UGC and EGC into your Meta campaigns. The potential is truly there to connect with your audience on a deeper level and drive meaningful results. Happy testing!