Antoine is the founder and CEO at J7 Media, a creative and data-driven Facebook Ads agency managing over $30m in yearly ad spend. J7 Media specialise in helping DTC brands grow their sales, and right now – a lot of that is based on User Generated Content – aka UGC.
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Why You Need to Create UGCs
Antoine says user generated content is performing really well right now.
He mentions a survey by Facebook that showed 79% of respondents saying UGC influences their buying decisions. Eighty-three percent of these people also went on to say that having UGC on a sales page or product page makes a brand look better.
Antoine adds that in using video, you don’t need to have really polished videos for your content to work. Videos recorded on your mobile phone will work.
Lastly, he says that UGC generated 6.9x more engagement than branded content.
With these information, you can conclude that user generated content is what consumers want to see if you want to get results from your Facebook ads.
4 UGC Formats You Need to Do
- Testimonials: Testimonial content works well when running remarketing campaigns.
- Unboxing Content: This kind of content makes the brand real because customers will be able to see the actual product.
- Checkout Videos: This is as simple as recording your mobile phone’s screen while doing the checkout on your site. This type of UGC will also work well when combined with an unboxing content because together in one ad, they can show the customer journey from start to finish.
- Product Demonstration: One of the most powerful content in J7’s guide. You can use this on top of unboxing. This will show the kind of product the consumers are going to get.
More UGC Tips
In the Meta Blueprint, it says that your brand logo needs to be first in your video. However, if you don’t get results, you can opt to change your strategy. One of the ways you can do that is by changing your thumbnail and making it really attractive. Also, make sure that you think about your video with the sound off because 85% of those who see your video ads are not going to use sound.
Antoine’s final tip is don’t overthink and just do it. Create your unboxing video, checkout video, product demonstration, and testimonials. Then let your customers decide what works and what doesn’t. But you need to launch these ads first. That is the most important thing to do.
Insider Tips
If we’ve inspired someone to take their first step with Facebook Ads – what do they need to know to give themselves the best chance of success?
Antoine gives us two things:
- With UGC, do not overthink your content.
- Specific to Facebook Ads, make sure you have the budget to test different ads to find what will work for your brand.
Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve Facebook Ads performance?
At J7 Media, they use a framework to optimise campaigns, and it’s called PACSO:
- Parameters
- Audiences
- Creative
- Sales funnel
- Offer
Identify where you are on the journey then adjust accordingly.
If someone listening wants to learn more about Facebook Ads is there one cheap/free resource you’d recommend?
J7 Media’s newsletter, The Facebook Ads Squad, is full of content that’s valuable to anyone advertising on Facebook.
Plus, don’t forget to download J7’s PDF guide.
Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in Facebook Ads?
Even if we are in a tough situation right now with inflation, you can still generate great results on the platform.
Meta continues to make Facebook better and we can look forward to things going back to normal maybe in the next few years.
Interview Links
Antoine on Social media:
- Listen to Antoine’s episode — 082 Post-Cookie Marketing: How to make Facebook Ads work for you
Sponsored by…
Klaviyo is a leading customer data and marketing automation platform dedicated to accelerating revenue and customer connection for online businesses. Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications. The company’s hybrid customer-data and marketing-platform model allows companies to grow by fostering direct relationships with customers, without giving up their valuable data to popular big-tech ad platforms. Over 80,000 innovative companies like Unilever, Custom Ink, Living Proof and Huckberry sell more with Klaviyo. Learn more at www.klaviyo.com.