Facebook Advertising + User Generated Content: How World Class Retail Brands Win the Attention of...
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How and why you should leverage UGC into your Facebook ad strategy TIM SAE KOO, TINT CEO How World Class Retail Brands Win the Attention of Consumers FACEBOOK ADVERTISING + USER GENERATED CONTENT
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Transcript of Facebook Advertising + User Generated Content: How World Class Retail Brands Win the Attention of...
How and why you should
leverage UGC into your
Facebook ad strategy
TIM SAE KOO, TINT
CEO
How World Class Retail Brands Win the Attention of Consumers
FACEBOOK ADVERTISING + USER GENERATED CONTENT
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TIM SAE KOO, TINT
CEO
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TIM SAE KOO, TINT
CEO
POLL QUESTION
How and why you should
leverage UGC into your
Facebook ad strategy
TIM SAE KOO, TINT
CEO
Humanize Marketingthroughout customer journey
Trusted by more than 5,000+ brands in over 172 countries
1. Was a childhood actor on Intel & Disney
2. Has a dogfluencer account on
Instagram named @BoeTheBearcoat
with 17k followers
3. Has a reverse widow's peak
AGENDA1. Why use UGC in Facebook ads2. How to integrate UGC into your Facebook ad strategy safely3. Results from brands integrating UGC into Facebook ads4. Questions to answer if you want to run UGC in Facebook ads
AGENDA1. Why use UGC in Facebook ads
- smartinsights.com
“The ultimate goal of any Facebook ad is to catch someone’s eye with the right combination of stunning visuals and compelling copy.”
1.8 Billion
Abundance
+
Trustworthy
+
Engaging
=
HIGHER RELEVANCY SCORE
AGENDA
2. How to integrate UGC into your Facebook ad strategy safely
MANUALLY
AUTOMATICALLY
AGENDA
3. Results from brands integrating UGC into Facebook ads
4x
50%
50%
higher click-through rate for review-based ads
drop in CPA on ads with reviews
drop in CPC on ads with reviews
Source: Yotpo
In 5 month period…
Billy Kovalsky, Head of Yotpo Ads, Yotpo
“For the past few years, we have helped our clients generate high-quality traffic through organic content shared on Facebook. Now, we are harnessing our knowledge and experience to bring even more traffic to our users with Facebook Ads. Facebook Ads with reviews
have higher click-throughs, higher conversions and lower CPAs proving that user-generated ads are the future of advertising.”
25%
40%
lower CPM
increase in positive sentiment
more impressions
Source: Social Media Today
21%
Christopher Coyne, CMO Crown Resorts
“Our new social advertising strategy ensures our best earned media is instantly promoted into ads that are timely, highly relevant to our
audiences, and extremely authentic.”
69%
13%
improvement in CTR based on reach
increase in ad engagement (likes, comments)
decrease in cost per click
Source: Shuttlerock
44%
The Battle of Conversion Rates – User Generated Content vs Stock Photos
Source: Bllush
Source: Bllush
Source: Bllush
Source: Bllush
Doing as many tests as possible and keeping the winners is the key to success.
Try different images - A/B different UGC
Isolate tests - Compare one element at a time
Test size - keep testing until stable
AGENDA
4. Questions to answer if you want to run UGC in Facebook ads
1. Where is your audience in their buying journey?• New Visitor?
• Re-targeted/returning Visitor?
2. What kind of story are you trying to tell with your ads?• What makes our brand or product unique?
• What is the ideal way that I would like others to see our brand or product?
• What is something that people may not know about our brand or product?
3. What kind of UGC will support that story?• Keywords? Sentiment? People? Environment? Cohesive call-to-action?
What next?
@timsaekoo
/ in/ t imsaekoo
For more resources, v is i t t intup.com/blog
