User-generated content (UGC) has been widely used by e-commerce brands for years, but now service-based businesses are waking up to its potential.

UGC ads typically involve a ‘creator’ filming themselves unboxing a product. It is meant to look homemade, even though there’s usually a detailed brief behind it telling them what to do and say.

It’s effective and reasonably cheap to make and you don’t need to have a physical product (see our own ad below).

Find a good creator and they’ll handle everything for you

Our advice is to find a creator on Upwork or People Per Hour, tell them about your business and ask them to provide some ideas for a 30-60 second video. It’ll cost around £50-£100 for a decent video and they’ll usually edit them as well.

Use this newly created video to promote a blog post or some content on your website.  You’ll get some reasonably cheap traffic which you can then remarket to with bottom-of-the-funnel call to actions (e.g. book a call, get a quote, etc).

As ever, make sure you’re sticking to your lead gen strategy, using your media plan to ensure you’re hitting your target cost per lead.

That’s exactly what we did for our own marketing at Hubgen using this ad:

Screenshot 2022-08-15 221904

Our results

A click-thru rate of 1.2% – almost 3x higher than our previous ads
A cost-per-click of £1.35 – down from £5+ CPC in the past
An audience of more than 1200 people who watched the video to the end and entered into our retargeting funnel.

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