Ad prices on social media platforms like Meta (Facebook & Instagram) and TikTok are steadily increasing. For e-commerce stores, this means it's becoming more expensive to acquire new customers. However, there's one specific type of content that algorithms reward, and that can significantly lower your Cost Per Acquisition (CPA): UGC (User-Generated Content).
In this article, we'll go through why algorithms love UGC and how you can use it in your campaigns.
Why do algorithms reward UGC videos?
Platforms like TikTok and Meta have one primary goal: they want to keep users on the platform for as long as possible.
When you run a traditional graphic ad, people quickly scroll past it because it feels like an interruption. This signals to the algorithm that the ad is of low quality or relevance, leading to a higher cost per impression (CPM).
When you, on the other hand, use informal creator content, the following happens:
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Higher "Watch Time": The viewer stops because the video looks like regular content from a friend.
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More interactions: People comment, save, and share genuine recommendations.
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Lower cost per result: The algorithm assesses the ad as relevant and rewards you with cheaper reach and lower conversion prices.
3 Simple steps to optimize your UGC ads
1. Focus on the first 3 seconds (The Hook)
Always test 3-5 different openings for the same video. This could be a statement, a question, or a visual problem that is immediately solved.
2. Keep it informal and honest
Avoid studio recordings and spoken scripts that sound like a radio spot. Let your creator speak in their own language and showcase the product in a natural environment.
3. Include a clear "Call to Action" (CTA)
At the end of the video, it must be crystal clear what the viewer should do. For example: "Try it today – get free shipping via the link below".
Should we help you reduce your ad costs?
At Ekko Branding, we produce high-converting UGC videos that are tailored to generate results on Meta and TikTok.
Ready to optimize your ads? Book a non-binding conversation with us today