Babblestock Guide: Kick-Start Your UGC Testing Strategy
“UGC doesn’t work for our app”
We hear it said a lot, but let’s look at why this claim is often premature and how you can challenge it.
The Quick Judgement 🏁
Many advertisers try a couple of UGC ideas and then call it quits, concluding "It’s not for us". This is like judging a campaign's entire potential based on a single ad. Initial tests are essential, but they’re just the starting point.
The Real Challenges 🧪
It's true that producing UGC can be more work-intensive. And it can be difficult to decide which element of a video caused it to succeed or fail. This can leave UGC shoved to the side after a poorly-performing test.
So Where to Start? 🤔
We recommend casting your net wide and trialling a range of concepts and creators with a systematic approach. When testing gameplay scenes you’d likely trial easy, difficult, fast, slow, simple, complex and fake levels to find the one that beats the rest. Testing UGC is no different.
Mix it Up 👩🍳
Depending on your budget, you could start testing a combination of 5-10 concepts, spread across 3-5 creators, each month. Categorise these concepts to make them easier to manage: product overviews, themed dramatisations, trailer reactions, gameplay playalongs etc.
Comparison is Key 🔑
Consider A/B testing different creators by giving some of them the same brief. A/B test concepts by giving the same creator multiple concepts to produce. You’ll gain a more complete understanding of what resonates with your audience and what doesn't.
Diversity Matters 🌈
Factor in a variety of genders, ages and races when choosing your creators. These should be both within and outside of your product’s target demographic.
Check out this post for more about why you should be inclusive in your advertising.
Bonus Tip 💡
Ask the same creator to record two different versions:
- One with cringy high energy;
- Another with a more relaxing, natural tone. This will help you determine the mood your audience prefers and can guide the way for future iterations.
Include some hypotheses to put to the test, for example:
- "A high-energy, Mum-type creator performs best for us"
- “Our audience responds well to a funny husband/wife dynamic” After proving your hypotheses to be true or false, you’ll have a better idea of how to iterate.
The Potential Rewards 📈
When done properly, User-Generated Content ads can elevate engagement and deepen your connection with your target audience. It’s become essential to test UGC if you’re running campaigns on TikTok and Meta. We’ve even heard UGC ads becoming top-spenders on ad networks!
Final Thoughts 🤔
So, before dismissing UGC as "not for us," take a moment to consider a more strategic, patient approach. Effective UGC isn't a sprint; it's more like a marathon that requires careful planning and iteration.
Click this link to find out more.