To get your Meta Ads performing at the highest level, it is essential to test different ad formats. One of the most effective ways to do this is by integrating User-Generated Content (UGC) and Employee-Generated Content (EGC) into your campaigns. These formats can increase engagement, click-through rate (CTR) and strengthen brand credibility, and they help create a more authentic connection with your audience.
What is UGC and EGC?
User-Generated Content (UGC) refers to content created by your customers or users, such as videos, reviews or product demonstrations. This can range from customer tests to an influencer reviewing your product. These videos are often recorded on a smartphone – or appear to be – to give a more authentic, informal feel that blends naturally into users' social feeds.
Employee-Generated Content (EGC) is content created by your employees. Typically, these videos highlight the positive experiences employees have had at the company and how they have been influenced by the workplace. EGC is part of a long-term branding strategy that strengthens the company's reputation and can drive sales, even when the ad does not promote a specific product or recruitment initiative.
How do you test UGC in Meta Ads?
UGC can be tested with different formats, such as:
- Influencer product demos or reviews
- Customer videos with recommendations
- Owner walkthrough of the product
The most popular formats include product demonstrations, review videos and "unboxing" videos, where a person opens the product packaging and reveals the contents.
When testing UGC ads, you will often see an increase in impressions and clicks, but it is important to follow up on whether this engagement leads to actual results such as sales or high-quality web traffic. This can be tracked via Meta Ads, Google Analytics or third-party tools.
UGC vs. standard ads
UGC ads typically run alongside more traditional ad formats such as image ads or professionally produced videos. The best approach is to test both types simultaneously and stick with the one that performs best. One reason to continue testing more traditional ads is that the way the brain filters information can mean a more polished ad performs better, even though UGC often provides a more authentic and relatable feel.
How do you test EGC in Meta Ads?
EGC ads can be a powerful addition to your Meta Ads strategy as part of a long-term branding campaign. Although they typically do not drive direct sales, they help strengthen your brand's reputation and communicate the company's values.
These ads are often used by larger brands such as Amazon and Walmart, but they can also be effective for smaller businesses. If you have extra budget, you can test EGC formats by running a separate campaign focused on engagement, clicks or video views rather than conversions.
When creating EGC ads, the landing page should not focus on a specific product, but rather on:
- Employee stories
- Company values
- Charitable initiatives
- Other content that builds the brand
Maximise your Meta Ads results: Test UGC, EGC and traditional ads
As with all Meta Ads (and other platforms), it is important to test a mix of formats – UGC, EGC and traditional ads – to maintain high performance and keep your creative strategy fresh. Each format offers its own advantages: UGC brings authenticity, EGC builds brand trust, and traditional ads provide clarity and professionalism.
By continuously experimenting and analysing results, you will be better equipped to adapt and optimise your campaigns over time.
Source: searchengineland.com
