7 Ways UGC Can Enhance Your Meta Advertising

CIPIO.ai—a leading authority on user-generated content (UGC) and a one-stop shop for creation and promotion—divulges how best to utilize UGC videos within your broader marketing strategy.

If your e-commerce brand has not recognized and embraced the power of user-generated content (UGC) to drive engagement, build trust, and amplify brand reach, then it certainly should. Traditional approaches to advertising content are simply no longer as effective as authentic content your customers, fans, followers and even influence partners create.

And video content amplifies this reality even more. Video ads out-perform static content by 67% and 69% of consumers prefer video content when making a purchase decision.

Consumers prefer UGC and video content

For most e-commerce retailers, Facebook and Instagram offer efficient and effective means to deliver advertising messages. And even the guides and advice the platforms give to advertisers prefers video content over other forms.

Combine the two and you have a big brand need: short-form videos from authentic users of the brand. 

Let’s say you find a solution to scale the collection of this UGC. Now how will you leverage these short form videos to enhance your Facebook and Instagram advertising?

Why is User Generated Content So Important?

Insomnia Cookies isn’t the only brand working with UGC creators; Google reports that nearly half of advertisers consistently allocate budgets toward creator content marketing, and 44% plan to increase investment in creator content in 2024. 


Better still, the shift resonates with target audiences. Google’s research revealed that, when comparing creator-driven content versus studio-produced content, viewers were more likely to agree that UGC appealed to their personal interests, featured a topic that personally interests them, and was highly engaging. What’s more, Tintup identifies that consumers rank authentic UGC as the most trustworthy content.

The key takeaway for marketers is that if you haven’t yet embraced user-generated content, the moment to begin is now. Those already incorporating UGC into their web presence should consider how to improve and amplify their strategies to help their messaging stand out as the field becomes increasingly competitive.

7 ways to use UGC video on Facebook and Instagram

This is just a short list, if you’re looking for a detailed guide, we also built an intro to UGC video that explains user-generated content and creators in more detail!

Embrace All Aspects of Authentic UGC

User-generated content offers a level of authenticity that resonates with consumers. But it is more than just pictures or videos. Think more broadly about UGC, like its use for customer reviews, and testimonials, in addition to photos and videos, for your ad creative. Showcasing real experiences and opinions in many ways helps you build trust, establish social proof, and create a genuine connection with your target audience.

Encourage and Incentivize User-Generated Content

Actively encourage your customers to create and share UGC related to your products or brand. Run campaigns or contests that motivate users to submit their content, such as photos or videos featuring your products. Offer incentives, discounts, or exclusive rewards to incentivize participation. This strategy not only generates UGC but also fosters a sense of community and loyalty among your customers.

HINTCIPIO.ai’s UGC solution is custom built to help you do this on scale.

Showcase Submitted UGC in Ads

Select the most compelling UGC submissions and incorporate them into your ad campaigns. Highlight authentic customer experiences and stories that align with your brand values, but also recognize those users within the ad creative. By featuring real people using and enjoying your products, you can create a relatable and engaging narrative that captivates your target audience.

Leverage UGC for Social Proof

Utilize UGC to provide social proof and build trust among potential customers. Incorporate customer reviews and testimonials into your ad campaigns, showcasing the positive experiences of satisfied buyers. Including ratings, feedback, or endorsements from real customers can significantly impact purchase decisions and drive conversions.

Engage and Interact with UGC

Show appreciation for UGC by engaging with users who create and share content related to your brand. Respond to their comments, likes, and mentions on social media platforms. By actively participating in the conversation, you not only strengthen customer relationships but also encourage more UGC submissions from your audience.

Leverage UGC for Retargeting Campaigns

Use UGC to create custom audiences for retargeting campaigns. For example, retarget users who have interacted with your UGC posts or visited your website after engaging with UGC. This approach helps to reinforce the positive impressions and experiences associated with your brand, increasing the likelihood of conversion.

Monitor and Analyze UGC Performance

Regularly monitor the performance of UGC in your ad campaigns. Analyze metrics such as engagement rates, click-through rates (CTR), and conversion rates associated with UGC-based ads. This data will help you identify which types of UGC are most effective in driving results, allowing you to refine your campaigns and maximize ROI.

To learn how to amplify your UGC campaigns using CIPIO.ai, view our details on how to build a Video Content Strategy.

Get started with UGC for Facebook & Instagram Advertising!

As you can see, there are a number of ways to harness the power of UGC in your paid advertising campaigns on Facebook and Instagram. Doing so may help your e-commerce business significantly enhance campaign performance. 

Remember, UGC provides an authentic and relatable way to connect with your audience, building trust and credibility. That third-party endorsement carries far more weight than a traditional advertisement. 

How CIPIO.ai Can Help

CIPIO.ai’s UGC marketplace solution is built for ecommerce brands. Our platform helps you find great content (not just content creators) through our unique, AI-driven image-to-image and video-to-video search. We then power you to map your own brand community to find content creators who are best-suited to created authentic content for you. And our end-to-end solution allows you to engage, communicate, contract, approve, pay and measure UGC and community influence campaigns.