Since TikTok’s meteoric rise in 2019, User Generated Content (UGC) has revolutionized the advertising landscape. Created directly by users, these authentic and engaging pieces of content have become a crucial strategy for mobile acquisition campaigns on platforms like TikTok, Instagram Reels, and Snapchat. Initially embraced by brands targeting younger generations, UGCs now play a vital role in user acquisition strategies.
This article explores why UGCs have become indispensable for User Acquisition (UA) campaigns and how to effectively leverage them to enhance performance.
What is UGC? What forms can it take?
UGC, or User Generated Content, is content created directly by a user around a product or brand, without direct involvement from the brand itself. This type of content stands out for its authenticity and personal tone, which makes it particularly appealing to consumers.
Main forms of User Generated Content:
- Genuine testimonials: Users share their personal experiences with the product.
- Short videos: Unboxings, demos, or tutorials posted on platforms like TikTok.
- Images and Stories: Photos taken by consumers, often paired with branded hashtags.
- Written reviews: Posted on rating platforms or directly on social media.
UGC can be spontaneous or result from a collaboration between brands and content creators.
Why is UGC strategic for User Acquisition?
Integrating User Generated Content into ad campaigns addresses key needs in acquisition:
1. Fighting Ad Fatigue
Consumers are bombarded daily with traditional ads. UGC, with its more natural approach, helps capture attention and renew interest. Videos with a personal tone blend seamlessly into users’ feeds, creating a less intrusive experience.
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2. Authenticity and Credibility
Consumers trust other users’ opinions more than purely promotional messages from brands. User Generated Content strengthens credibility and helps build a relationship of trust.
3. Adaptability to Different Audiences
Thanks to their personalized format, User Generated Content can target specific audience segments by adapting the message and tone. Platforms like TikTok offer powerful tools to optimize the reach of this content.
4. Lower Costs
Producing UGC is often less expensive than designing a traditional ad campaign. What’s more, the results achieved are often stronger, thanks to the engagement this type of content generates.
What objectives does UGC help achieve?
UGC helps achieve several strategic objectives:
1. Increasing Brand Awareness
By sharing authentic content, brands reach a wider audience, notably through sponsoring tools like Spark Ads. User-generated videos have stronger organic reach than traditional campaigns.
2. Improve conversion rate
UGC significantly increases conversion rates. For example, for one of our photo clients, a TikTok campaign using UGC reduced Cost Per Install (CPI) by 20% while increasing conversions by 9%.
3. Build trust and credibility
When consumers spontaneously share their experiences, it inspires trust and builds a genuine relationship between the brand and its audience.
4. Test new markets or segments
User Generated Content allows for quickly testing different creations to assess the preferences of varied audiences. This agility is a major asset for brands.
What is the creative process for producing User Generated Content in UA?
Step 1: Selecting creators.
Identify creators aligned with the brand’s values, without necessarily prioritizing those with large followings, as long as their audience matches the advertisers’ target. In addition, the creator’s authenticity and creativity are essential.
Step 2: Writing a clear brief.
A good brief must be precise about the key messages to convey while still leaving room for freedom to encourage natural creativity.
Step 3: Production and optimization.
Test several formats (short videos, carousels, images) and analyze performance to adjust campaigns. Are you ready to produce several versions of the same content? This helps maximize the chances of success.
Step 4: Performance analysis.
Use analytics tools to identify the best-performing formats. Incorporate these insights into future creations to continuously improve your campaigns. We have developed tools that make it possible to accurately assess creative performance.
Best practices for high-performing UGC
To maximize the impact of your UGC, follow these best practices:
- Follow platform conventions: vertical format, catchy music, dynamic text.
- Craft strong hooks: the first 3 seconds are crucial for capturing attention.
- Add demonstrations or “lives”: Showing concrete actions increases the click-through rate by 25% (source: TikTok).
- Emphasize simplicity and authenticity: overly scripted videos perform worse.
- Follow trends: quickly adapt your content to new social media trends.
Things to avoid:
- Videos that are too long (>45 seconds).
- Overly strict creator selection, which slows down production.
- Content that’s too promotional, lacking authenticity.
The rise of AI in the UGC creative process
AI is everywhere, and UGC is no exception. To boost efficiency on platforms with a high demand for creative variety like TikTok, a well-crafted prompt can bring to life UGC that performs just as well as content made by real creators.
As part of the promotion of MMA Manager 2 (a gaming app published by Funrock), AI-generated UGC was rolled out, enabling a wide variety of unique and specific assets.
Discover FunRock use case: MMA Manager 2: How to scale app install strategy by exploring new opportunities
Conclusion
User Generated Content (UGC) represents a revolution in the user acquisition landscape, offering an authentic and engaging response to the expectations of modern consumers. Its ability to capture attention, build trust, and drive conversions makes it an essential tool for brands looking to stand out in a competitive environment.
Whether produced by passionate creators or generated through artificial intelligence, UGC makes it possible to diversify approaches and meet specific needs while keeping costs under control. By adopting strategies tailored to the specifics of each platform and staying attuned to trends, brands can maximize the impact of their campaigns and win over new audiences.
As the rise of technologies like AI continues to transform the creative process, it is essential for companies to integrate UGC into their marketing plans. This type of content represents not only a unique opportunity to optimize advertising performance, but also to strengthen closeness with consumers.
Addict Mobile is part of the TikTok Content Exchange program, allowing clients to benefit from UGC creatives to maximize their performance.