User-generated content has become one of the most authentic and persuasive forms of advertising. People trust real experiences from other customers more than polished brand messaging. According to a Stackla study, 79% of consumers say UGC highly impacts their purchasing decisions, while only 13% say branded content does the same.
In e-commerce, authenticity drives trust — and trust drives conversions. Whether it’s an unboxing video, a photo review, or a social media post, UGC helps potential customers visualize real use cases. It tells a story that feels genuine and relatable, which traditional product photos often can’t achieve.
How to Collect UGC Effectively
If you run an online store, chances are you already have customers sharing posts about your products. The key is to collect and organize this content systematically.
Here are several ways to encourage UGC:
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Create branded hashtags to make customer content easier to find and share.
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Ask for permission to reuse tagged posts or reviews in your ads.
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Offer small incentives, such as discounts or features on your official page.
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Use LeadEnforce to identify and target users who are most likely to engage and create content for your brand.
Once you have a consistent flow of UGC, categorize it by product type, customer demographics, and ad objective. This helps you test different creative angles in your Facebook and Instagram Ads Manager.
How to Use UGC in Facebook and Instagram Ads
The most successful brands treat UGC not just as social proof but as the centerpiece of their creative strategy.
1. Run testimonial-style video ads.
Short clips of customers showing how they use your product can outperform studio-shot videos. Facebook’s internal data shows that video ads featuring real people drive up to 3x higher engagement rates.
2. Combine product photos with customer reviews.
Static image ads paired with real quotes build instant credibility. Add a short caption highlighting a relatable experience or benefit.
3. Create carousel ads using UGC.
Each slide can feature a different customer story or review. This format is perfect for showing variety and encouraging viewers to explore multiple products.
4. Optimize for authenticity.
Avoid overly polished visuals. Ads that look native to the platform often perform better because they blend into users' feeds.
How to Measure UGC Ad Performance
When using UGC, track more than just clicks or impressions. Focus on metrics that indicate deeper engagement:
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Click-through rate (CTR): Higher CTR usually means your UGC resonates with your audience.
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Cost per engagement (CPE): Compare against branded content to assess efficiency.
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Conversion rate: Authentic visuals often reduce friction in the purchase journey.
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Return on ad spend (ROAS): UGC campaigns typically show a 15-25% higher ROAS on average compared to traditional ads.
Using tools like LeadEnforce, you can build lookalike audiences based on people who engage most with UGC ads, helping you scale campaigns efficiently.
Best Practices for Integrating UGC
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Keep it fresh. Rotate UGC creatives regularly to maintain authenticity and prevent ad fatigue.
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Tag creators when possible. It builds community and often leads to organic sharing.
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Ensure permission and rights management. Always confirm that content can be legally used in paid ads.
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Blend UGC with your brand message. Use consistent colors, logos, or frames so that UGC aligns visually with your store’s identity.
Final Thoughts
UGC isn’t just a trend — it’s a proven driver of trust, engagement, and conversions. For online stores using Facebook and Instagram ads, incorporating authentic customer voices can mean the difference between good performance and exceptional ROI.
Start by testing a few UGC creatives, monitor the results, and refine based on performance. When you combine authentic content with smart audience targeting through LeadEnforce, you build campaigns that feel human and deliver measurable impact.
