If you’re running Facebook or Instagram ads, chances are you’ve noticed that polished visuals alone aren’t moving the needle like they used to. That’s because people don’t connect with ads — they connect with people. And nothing brings that human element into your campaigns better than user-generated content (UGC).
UGC is simply content your customers create: photos, videos, reviews, or social posts that show them using or talking about your product. It’s unscripted, unrehearsed, and often far more persuasive than anything your creative team can dream up.
Done right, UGC doesn’t just make your ads feel more real — it makes them more effective.
Let’s get into how to use UGC to create Facebook ads that engage, perform, and build trust from the first scroll.
Why UGC actually works
People trust other people more than they trust advertising. That’s not new. But what’s changed is how quickly audiences can spot promotional content—and how quickly they scroll past it.
UGC doesn’t set off that same mental filter. When someone sees a real customer share a personal experience with a product, it doesn’t feel like they’re being sold to. It feels like they’re being let in on something worth trying. That subtle difference makes a big impact.
For example, a professional image of a new backpack might get a glance. But a casual video of someone packing that same backpack for a weekend trip? That sticks. It answers unspoken questions: Does it hold enough? Does it look good on someone like me? Is it actually useful in real life?
This kind of relatable, experience-based content builds credibility, sparks curiosity, and drives more action than generic product ads ever could.
Use social proof to tell a stronger story
At its core, UGC works because it shows that people value what you offer. So instead of saying your product is effective, show someone else saying it. Instead of describing the benefits, let your customer do it in their own words.
Let’s say you sell a line of eco-conscious beauty products. You could create a graphic highlighting your sustainability efforts, or you could run a Facebook ad featuring a real customer sharing how switching to your cleanser helped their skin and reduced their plastic waste. Same message, entirely different impact.
Want to strengthen the connection even more? Add a quote from the user, tag their profile (if they’re comfortable with it), or mention where they’re from. These small, specific details make a huge difference in how believable and relatable your ad feels.
Make it easy (and worthwhile) for customers to share
You can’t build a library of UGC unless you actively invite it. And you won’t get much if your audience doesn’t know what to post or what’s in it for them.
This is where clear calls to action and simple incentives come in. Start by asking for specific types of content: unboxings, before-and-after photos, short reviews, or “day-in-the-life” clips using your product. Then give people a reason to participate — whether it’s a discount, a chance to be featured, or entry into a giveaway.
For example, a small meal-prep brand could run a weekly contest where customers tag them in cooking videos using their product. Not only does this generate fresh, authentic content, but it also gives the brand insight into how customers actually use their kits at home.
And don’t forget to acknowledge the content you receive. Even a quick comment or repost shows that you’re paying attention, and that encourages more people to join in.
Don’t over-polish what’s meant to feel real
The whole strength of UGC lies in its authenticity. If you over-edit it, load it with branded overlays, or apply heavy filters, you risk losing what makes it effective in the first place.
If a customer shares a video of themselves using your fitness tracker during a hike, let that video speak for itself. Maybe you add your logo in the corner or a short caption — nothing more. Resist the urge to treat UGC like stock footage. It works because it doesn’t look like an ad, so preserve that character whenever you can.
Keep the original voice intact, too. If a customer uses casual or quirky language in their review, keep it. Sanitizing it for brand tone may make it feel more on-brand but less believable. When it comes to UGC, natural always beats polished.
Match the right content with the right audience
UGC isn’t one-size-fits-all. Just because a piece of content performs well with one group doesn’t mean it’ll work across the board. Fortunately, Facebook’s targeting tools make it easy to tailor your campaigns.
If you’re selling activewear, you might show weightlifters a testimonial from a gym-goer, while trail runners see a post from a hiker. Selling home office products? Professionals working remotely might respond better to UGC featuring a comfortable desk setup, while students care more about price and portability.
Segment your audiences by interest, location, or behavior, then match them with content that mirrors their context. Relevance increases the odds they’ll not only stop scrolling but also click through and convert.
A/B test different variations of your UGC ads to see what resonates. The better you understand what kind of content works with which audience, the smarter your campaigns will become.
Ask first, credit always
This should go without saying: never use someone’s content in a paid ad without getting their permission. Reach out directly, explain how you’d like to use their post, and wait for a clear yes. Many customers will be flattered. Some might ask for credit or a reward. That’s fair.
Be transparent and respectful, and take the time to say thank you. If someone lets you use their content, give them public credit.
A simple caption like “Thanks to @username for sharing your setup” shows your audience and the creator that you value their contribution.
Being professional and ethical about UGC use doesn’t just keep you out of trouble. It also strengthens relationships and builds goodwill, which pays off long-term.
Final thoughts: don’t just advertise — involve
User-generated content changes the dynamic between brand and customer. It’s no longer just about selling—it’s about inviting your audience to be part of the story.
So start small. Reach out to a few loyal customers. Run a short campaign. Test and iterate. The goal isn’t to replace your entire content strategy with UGC overnight — it’s to add something more personal, more believable, and more effective into the mix.
People are already talking about your brand. Use that conversation to build ads that feel less like a pitch and more like proof.
Looking for more ideas to inspire community-driven content? These social media engagement strategies are perfect for small brands trying to build momentum with limited resources.
