If you’re involved in the world of digital marketing, chances are you’ve heard of UGC. But have you actually considered how it could benefit your business? Here at OMDIGI Group, we’re breaking down how UGC can boost your social media marketing strategy.
How User Generated Content is outperforming regular social media ads
User-generated content (UGC) is content, such as photos and videos, created by individuals rather than brands. It’s made by real people, and that shows: audiences tend to see it as more authentic and trustworthy than typical brand content. That authenticity is exactly why it blends so naturally into social media feeds and consistently drives higher engagement.
How brands can generate UGC
Customers themselves are one of the biggest sources of UGC for brands. Influencer marketing is another route, whether that’s an influencer tagging a brand in their Instagram story or a YouTube video. Some brands go a step further and hire people specifically to create UGC for them, which still reads as more authentic than content shot in a polished, high-budget studio.
Benefits of UGC
The biggest draw of UGC is that it gives you trustworthy, relatable content practically for free. Customers see a product being used by real people in a real environment, which lands very differently than something staged in a studio. UGC also helps build a loyal customer base and drives visitors to your site with genuine purchase intent. And while ads can get expensive fast for small businesses, UGC can be produced at a fraction of the cost.
Getting started with UGC
When you’re building UGC ads, you’ll mostly be working with four kinds of raw footage: review videos, unboxing videos, product usage or show-off videos, and lifestyle photos. Review videos typically carry the main storyline of the ad, while unboxing videos, usage videos, and lifestyle photos get intercut as shorter clips to keep the ad visually engaging throughout.
Structure of a UGC ad
Before anything else, you’ll need to collect your content. From there, every ad comes down to two main components: the main storyline and the supporting content.
Main storyline
The main storyline usually comes from a review video, where the creator talks through the product for the full length of the clip. This is where you need to be clear on what story you want the ad to tell and which product features you want front and centre. A strong review video has the creator giving genuine testimonials and talking through their real experience, while naturally highlighting your product’s key features, options, benefits, and unique selling points.
Supporting content
Supporting content, often called b-roll, includes unboxing videos, product usage or show-off videos, and lifestyle photos, all cut in around the main shot. Viewers lose interest fast, and this supporting footage is what keeps them watching. There’s plenty of room to get creative with b-roll too, from wide-angle and bird’s eye shots to close-ups and over-the-shoulder angles.
Beyond just holding attention, supporting content lets you showcase the product itself, smooth out the pacing of the ad, and set the overall tone you’re going for.
Need help creating winning UGC ads? Get in contact with us at hello@omdigigroup.com to find out how our team can help.
