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User-Generated Content in Ads

Below, you can find a short guide on how you can integrate content from influencers (creators) on your Social Media Advertising channels.
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This short guide is split into two sections:

  1. Photo Content
  1. Video Content

1. Photo Content

There are three ways of getting photo content for your advertising channels:
  • Do it yourself with Canva, Figma or other similar software
  • Use stock photos
  • Work with influencers
Notes

The first option here requires some skills in using these types of software. However, if you have the time and the inspiration, we advise you to start working with them and generate content for your ads and even social channels.
The most accessible one is Canva, you can quickly learn the basics, and they have plenty of resources to polish your skill set.
Have a look at this Instagram page that was created and maintained exclusively with content created in Canva. One particular thing about this page is that the content is designed to be more stock, so not particularly for ads, but it’s an excellent example of how accessible this platform is.
Figma might seem a little bit more intimidating initially, but there are plenty of resources and how-to guides to learn from. From our point of view, if you are looking to get a little more serious with content creation, then Figma is the way to go!
Working on content creation might take a bit of time, but it’s a handy and fun skill to have! So if you start, stick to the process!
Stock Photos - in section 7 of the Facebook Ads Guide, we advised you to avoid stock photos or images, and the rule is still available. However, if you're looking to launch a campaign and learn, or you are keen to launch ads, you can go ahead and use stock photos until you have something better in the pipeline.
We provided a few examples of what type of stock photos to avoid below:
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notion image
Avoid this type of element in your creative.
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Another example of stock imagery that is highly preferable to be avoided in ads.

You can also work with influencers, obtain content (photos) of your product, and then use them in ads. See some guidelines around photos in this guide.

Video Content

Besides its numerous advantages, working with influencers brings another benefit: you can get video content at a fraction of what you usually pay for someone specialising in this.
More prominent companies can afford to pay videographers regularly and keep the content pipeline flowing. But for small brands, this was not an option until now.
With Social Cat, you send a product out, you get a review and the video (or photo or both) content in exchange for it.
Video content works well in ads if done right. See guidelines below:
The human connection When working with influencers, ask them to use your product and talk live at the camera about your product. Then, ask them to briefly cover a few qualities they like and why they use this product.
They need to be present in the video for this human connection to happen 100%. So make sure they are not β€œcamera shy” and show their face.
Psychologically, we are more inclined to listen to someone talking live about a product or seeing a person using a specific product.
Show the product in action
Show the product and what it does. For example, show it to the camera or on the table if it's a scented candle. If it's a Photo Book, showcase it with the photos inside.
You get the point.
Live voice over
Avoid muted video reviews or videos with music in the background but no voice. The best performing videos are where the influencer talks about the product and its qualities in the video.
Avoid beating around the bush and lengthy videos.
Be short and on the spot. Ask the influencer to cover a few brief points about the product and depict it in action.
We recommend a maximum of 60 seconds worth of content for a review.

We have an example for you to see. This review covers all the points we talked about above.
Toggle for video review example
Why is this a good example?
  • Product in action - The photo book
  • Live voice over - Influencer
  • Human Connection- The baby
  • Straight to the point

Tip-1πŸ’‘
If you have a longer video with more product qualities, split it into multiple videos and use them in different ads.
Tip-2πŸ’‘
If you run Story Ads with the video content - split the video in three.
People sometimes skip to the next story, but if you split the video and add it as three frames, they will get to the second or third parts, increasing the chances of finding something that will pique their interest in your product.

You can use video content from influencers on the following platforms:
  • Facebook
  • Instagram
  • Snapchat
  • TikTok
We have seen great results on each of these platforms above when using video content.
However, we strongly recommend a mix of creative - both photo and video content to get the best out of your campaigns.
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