Across the board with the DTC brands we work with, UGC content is (almost always) the most powerful creative to use with social ads.

Why?

✅ People relate more to real people using your product (even if they’re fake real people being paid to use your product)

✅ It’s social proof, and people want social proof when they’re making a purchase.

✅ It’s (perceived as) authentic, genuine and trustworthy (even if deep down you understand it’s being paid for)

✅ It’s like a recommendation from someone you know, which makes your product more appealing.

I’m not talking about 3 or 4 pieces of content in partnership with well paid ‘influencers’.

I’m talking about hundreds of pieces of content, with different hooks, angles, styles and personas that you can test from different accounts (brand, whitelist, 3rd party) in a rigorous paid framework.

And don’t discount “lower-quality” content. More often than not the UGC content that cost us $100 to make works better than the content that cost $1000.

Once you find what’s working, you have a test that you can then iterate off of.

Ultimately, as with any type of ad, the key to success is constantly iterating and putting more effort into what’s proven effective.