Running an ecommerce business on Facebook isn’t easy. Over 200 million businesses are competing for attention, and users see ads everywhere they scroll.
So, how can you stand out without spending too much? The answer is user-generated content.
UGC is any content your customers create, such as photos, videos, reviews, unboxing clips, or social media posts about your products. In fact, UGC ads can generate 5 times higher click-through rates than traditional ads. When used in Facebook ads, it gives your brand a real, authentic voice that polished campaigns can’t match.
In this blog, we’ll cover what UGC is, why it works, and how to use it in your Facebook ads to boost trust, engagement, and sales.
User-generated content is any piece of content created by real people, not your marketing team. It could be:
What makes UGC so valuable is that it’s authentic. Customers trust other customers far more than they trust a brand’s self-promotion.
Let’s start with why before we cover how.
Authenticity Builds Trust
Today’s shoppers are skeptical of ads; they know you’re trying to sell to them. When people see a real person using your product, it feels like genuine social proof. Surveys show that nearly 80% of consumers say UGC strongly influences their buying decisions.
Higher Engagement
UGC feels natural in a Facebook feed. A polished studio-shot ad often looks like a promotional ad, and people scroll past, but when they see a video of someone just like them talking about a product, it blends into the feed and grabs attention. So much so that campaigns on social media that use UGC achieve 50% higher engagement.
Cost-Effective
UGC is an affordable way to refresh your ad creatives. Here’s why: Instead of hiring photographers, videographers, and models, you can use content that already exists, or incentivize customers to create it.
Variety for Testing
With UGC, you can quickly collect real images and videos for A/B tests to see what connects best. This is especially useful for Facebook ecommerce ads, which perform better when you test multiple creatives.
Source: PeakGear
Not all UGC looks the same. Here’s what you can use:
Now that you know the types, the next step is gathering UGC. Here are some proven methods:
Encourage Reviews and Photos
Encourage customers to drop reviews on your website or Facebook shop. Throw in a tiny reward like a discount for adding photos or videos, and watch as a steady stream of real, juicy content starts flowing straight into your ad library.
Create a Branded Hashtag
Get your customers to share posts using your hashtag. It makes spotting their content super easy and turns your brand into a little online hangout. Before long, your hashtag could overflow with funny, touching, and occasionally weird stories from your customers.
Run a Contest or Giveaway
Get customers to post photos or videos for a shot at winning a prize. You’ll quickly collect a mountain of content, and people will go all out trying to impress, making your UGC way more fun and creative.
Work With Micro-Influencers
Micro-influencers with 1k to 10k followers love showing off products for free stuff or a little cash. Their posts can double as ready-made UGC for your ads, and because they actually know their followers, everything feels way more real and trustworthy.
Direct Outreach
When a customer posts something nice about your brand, slide into their DMs and ask if you can show it off in your Facebook ads. Most people love the attention, and this little personal touch can turn casual buyers into loyal fans who brag about you to everyone.
Once you have UGC, how do you make sure it actually drives results? Follow these best practices:
Get Permission
Always ask the original creator before using their content in an ad. This protects you legally and builds goodwill with your customers. More importantly, this demonstrates respect and encourages customers to keep sharing their experiences with your brand.
Source: SealSkinCovers
Highlight the Customer, Not Just the Product
The beauty of user-generated content is showing real people. Make sure the person’s experience or emotion is front and center, not just a static product shot. When people see someone like them using your product, it’s easier for them to imagine having the same experience.
Keep It Real
Don’t over-edit your UGC, its appeal comes from looking authentic. Making it look like a professional ad can take away its real-life feel. Small imperfections actually make it more relatable and trustworthy.
Test Different Formats
Mix your UGC into carousel, video, and story ads. Just because it shines in one format doesn’t mean it will in another. Play around, test different setups, and discover what makes your audience actually stop scrolling.
Add Captions and Text Overlays
Most Facebook users watch videos on mute. Adding captions or short text overlays (like “Over 10,000 happy customers” or “See why people love us”) ensures your message gets across. Keep the text short and bold so it’s easy to read while scrolling.
Blend User-Generated Content Facebook Ads with Your Brand Message
Even with real customer content, your ad still needs purpose. Include a simple call-to-action like ‘Shop Now’ or ‘Try Today.’ Combining genuine stories with your brand’s message makes your ads relatable while driving results.
You’ve got some UGC in the bag and you’re itching to show it off. Here’s a no-nonsense, step-by-step guide to launching your Facebook UGC ad campaign without breaking a sweat.
While UGC is powerful, some pitfalls can hurt your results:
TikTok, Instagram Reels, and short videos are pushing ads to be more real than polished. People want authentic voices and experiences.
Facebook is also favoring organic-looking videos. Brands using UGC will stand out, while overly polished ads may struggle.
Your customers can be your best marketers. When they share real experiences, your ads feel genuine, more like recommendations than sales pitches. Using user-generated content in Facebook ads helps build trust and boost sales. To do this, begin by gathering a few reviews or customer photos and testing them in your ads. Over time, you’ll create a UGC library that saves on content costs and makes your brand feel more human. For your next Facebook campaign, don’t just use your own content; let your customers shine and let their voices sell.