How to test UGC and EGC advertisements in Meta Ads

More natural and authentic, content generated by users or employees is proving highly successful. Through these formats, brands are increasing their engagement, CTR and credibility. At least, in theory. Because to ensure that these adverts fulfil their objectives, it is essential to test them. So how can you test UGC and EGC adverts in your Meta campaigns? Ad’s up Consulting has compiled its recommendations for you.

UGC and EGC adverts, a more authentic format 

UGC and EGC advertisements rely on authenticity to appeal to their audience. It is no longer about publishing absolutely perfect campaigns, but rather content that shows their creator in the most natural way possible. 

• UGC: this is user-generated content. It could be your direct customers. After using your product or service, they post a testimonial on their social media accounts. But more often than not, you will have to pay influencers to make such videos (such as unboxing or product demonstrations). Beyond users themselves, it is also possible to create UGC with the brand's founder. They can communicate informally on their media channels to make their company more human. 
  
• EGC: this refers to content generated by the brand's employees. One of the best-known examples is the "What's it like to work at Amazon?" campaign. Here, the short-term goal is not so much to convert prospects as to improve the employer brand. It is only in the longer term that this strategy can boost sales. 

The distinctive feature of this content is that it is usually recorded on a mobile phone. At least, that is the impression it should give in order to create a raw and organic feel. This means that viewers do not feel like they are watching an advert. 

Now, while these strategies may seem effective on paper, it is still necessary to verify their effectiveness. To do so, UGC and EGC advertisements must be tested. 

Our tips for testing UGC and EGC ads in your Meta Ads campaigns

UGC advertisements 

Whether they are customer testimonial videos, product demonstrations or unboxing videos, UGC videos often lead to an increase in view rates or CTR. But does this translate into sales or a boost in website traffic? 

To verify this, you should test UGC ads. Go to your Meta Ads or Google Analytics tracking tool. From there, you can identify the content that brings you the most visitors and the content that converts. 

Our advice? To test the relevance of user-generated content, distribute it alongside your traditional advertising. This will give you a more accurate picture of what works best. 

Good to know: today, a new UGC format is making its way into your Meta campaigns: AI-generated videos with avatars. Again, don’t hesitate to test this type of content.  

EGC advertisements

Unlike user-generated content, EGC advertisements do not generate direct sales. Instead, they strengthen brand image in the long term. 

However, in practice, it is more difficult to test EGC advertisements. But not impossible. 

Here, you will analyse other metrics, such as engagement, clicks, video views, or impressions. 

Similarly, the landing page will not be a product or service for sale, but rather a page telling the story of the employees, the company’s values, its commitments, etc. 

Want to try out UGC and EGC ads? Feel free to contact our social ads agency to optimise your advertising campaigns.