What do you think about high-performance UGC?

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Even though it often sounds like it, user-generated content isn't a panacea. The content format can work extremely well, but it doesn't have to. It depends on a variety of factors, such as your target audience, your product, your brand, etc. And even if UGC works well for your brand, everyone has to figure out for themselves which type of UGC will bring the most success. The key, as with all social ads, is ad creative testing. Our gut feeling won't get us anywhere. We need concrete numbers.

UGC (Creative) Testings
To find out what UGC needs to be like to work for your brand, we recommend the following tests:

Long vs. Short: Does user-generated content perform better in a longer (approx. 2 minutes) or shorter (approx. 30 seconds) format? Contrary to our expectations, one of our clients consistently performed better with long raw unboxing videos than shortened storylines.
Creator Testing: Which of your creators performs best? It's helpful to get the same morocco phone number data storyline from all creators, so you can truly attribute the performance difference to the creators. In our cases, we work with four to ten different creators, which we then compare in a ranking based on the ROAS achieved and viewing metrics (100% VV / 3 sec VV). In the future, we will expand the creator ranking a bit and also include metrics like CPC, AOV, and collaboration with the creator. Some are difficult to deal with or unreliable, which would rule out a long-term collaboration. We also want to take a closer look at the qualities of the creators: While some are excellent at being scroll-stoppers, others are much better at ultimately selling the products. A combination of different creator types in one ad can be very promising here.

Storyline Testing: Compare the results of different storylines from the same creator. What works better? An unboxing video or perhaps showing the product in action? A bag with different outfits, a rice cooker preparing lunch? Does the person start with the sentence, "I brought you something great..." or do they directly address a problem with, "My rice used to be soggy..."?
Static or video : Static images are often overlooked when it comes to UGC. However, they can also achieve very good performance. For our client Karls Erdbeerhof, we had a UGC image that was actually just a byproduct of the unboxing videos: It showed the unpacked introductory box on the kitchen counter. We were able to scale this very profitably. So, it's especially worthwhile to try out different things and take the plunge: A UGC photo can, contrary to expectations, perform very well, just like a nearly unedited 2-minute unboxing video.
Placement testing: UGC ads often work well in story placements because the content fits in particularly natively there. However, this rule of thumb doesn't apply to every account. Here, too, it depends heavily on the user behavior of the target audience. While story placement worked very well for beauty and makeup, a large portion of the spend for our client Karls Erdbeerhof went to feed placements. Mothers and families could simply be better addressed there.
Funnel step testing: It's also worth giving UGC a chance at different funnel steps. We've already successfully used the content in cold, warm, and hot funnels. However, you shouldn't switch your ads exclusively to UGC. We recommend a healthy mix of UGC and traditional ads. While UGC provides social proof and trust among users, traditional ads ensure that your brand continues to be perceived as high-quality and that users remember your brand's CI.
The evaluation
UGC creative testing is conducted as split tests. Here, we compare different ads with the same budget over a fixed period. Split tests typically run for four days, depending on the available budget. This should be between 0.5 and 2 times the AOV per creative.

In addition to ROAS (return on ad spend), important metrics for evaluation include AOV (average shopping cart value), CPC (cost per click), and viewing metrics such as scroll stop rate (3-second view/impressions), video engagement (100% view/3-second view), and video views for 25%, 50%, 75%, 90%, and 100%, as well as their ratio to impressions. You can create these metrics using Custom Metrics in your Facebook Ads Manager.

Especially when it comes to the all-important scroll stopper rate, you can sometimes see enormous differences in the creative tests: In one of our cases, a storyline that starts with a product animation in scene 1 only achieved a rate of 12%. However, if you see the creator unpacking the product in scene 1, the rate rises to 30%.

But a thumbs-up alone isn't enough. In addition to the scroll-stopper rate, you should also always look at how users stay engaged. Do they watch the ad until the end? Do they convert? Through various tests, you can create the perfect ad. You'll gradually learn what constitutes a good introduction for your target audience, but also what an ad should be like to maximize video engagement and conversion rates.