Testing UGC & EGC Ads on Meta

User-generated content, or UGC, typically involves videos made by real customers who have used a product or service. These often take the form of testimonials, or a few clips edited together to showcase positive experiences.

In some instances, the video might even be filmed by the company’s founder using a mobile phone or a simple setup. The key is that it doesn’t look overly polished.

This rough, more natural look helps the videos blend in with what people usually see on their social media feeds. As a result, viewers are more likely to stop scrolling and engage with the content before realising it’s actually an advert.

UGC can also come from influencers. Many businesses pay influencers to review their products or services, then get permission to reuse that video as part of a marketing campaign.

Employee-generated content, or EGC, is another approach. This involves content created by staff members themselves. A well-known example would be the “day in the life” style videos made by Amazon employees.

These types of videos usually focus on the positive aspects of working at the company and how it has helped shape the employees’ personal or professional lives.

Rather than directly selling a product or recruiting new staff, EGC is often used to support long-term branding goals. It helps build trust and improve the public image of a business.

That said, EGC can also serve recruitment aims, showing potential applicants what it’s like to work there and what values the company holds.

In both cases, whether UGC or EGC, the strategy is about storytelling and creating authentic, relatable content that resonates with audiences online.

 

How to test UGC ads

UGC adverts can be trialled using a variety of formats, such as product demonstrations or reviews by influencers, testimonial videos from actual customers, or even a casual walkthrough recorded by the brand’s founder or creator.

The most commonly used UGC formats include clips showing the product being used in real life, review-style videos, and “unboxing” content where someone opens the product packaging to reveal what’s inside.

When you run UGC campaigns, you may notice a boost in video views or a rise in click-through rates. These are often early indicators that the content is capturing attention.

However, it’s crucial to dig deeper and check whether this engagement actually results in valuable outcomes, such as completed purchases or high-quality traffic to your website.

To measure this properly, tools like Meta Ads reporting, Google Analytics, or third-party tracking platforms can be used.

At the end of the day, views and clicks only matter if they contribute to real business results.

 

UGC vs. standard ads

UGC adverts are usually run alongside more traditional formats, such as image ads or professionally produced videos. It’s a good idea to test both at the same time and stick with whichever delivers the best results, regardless of the style.

There’s still a strong case for continuing to test polished, conventional ads. This is partly down to how our brains process information, thanks to something called the reticular activating system (RAS).

The RAS helps filter what we notice and what we ignore. For example, if you’re looking to buy a car, you suddenly become more aware of car adverts. But if you’re not in the market, those same ads tend to go unnoticed.

This explains why a typical car advert might actually perform better than a UGC-style video, which is designed to blend in like content from a friend.

There’s no one-size-fits-all rule here. Results can shift from month to month, so it’s always worth testing both types of creative to see what works best at the time.

That said, UGC remains a strong performer, particularly across platforms like Meta, YouTube, and TikTok.

 

Using AI to make UGC video ads with characters

A more recent style of user-generated content (UGC) involves the use of AI-generated avatars or characters rather than real people.

These adverts still adopt a relaxed, testimonial-style approach but instead feature animated or virtual figures delivering the message.

This creative twist can help make the advert stand out in busy social feeds — much like how Geico has used its animated gecko to leave a lasting impression.

With AI tools becoming more accessible, even smaller businesses with tighter budgets now have the chance to explore this style of content as a way to promote their products or services.

 

How to test EGC ads

Employee-generated content (EGC) adverts can play a valuable role in your Meta Ads strategy, particularly as part of a long-term branding campaign.

While these ads may not lead directly to sales, they help build your brand’s image and share your organisation’s values with a wider audience.

Typically, larger brands with more generous marketing budgets use EGC ads. Companies like Amazon, Walmart, and Goodwill have produced campaigns that spotlight employee experiences and how the business has positively impacted their lives.

However, EGC advertising isn’t reserved solely for big corporations. If you have the resources, it’s worth experimenting with this format. You can run a dedicated Meta campaign with its own budget and objective tailored to brand awareness.

Rather than focusing on conversions, you might aim for goals such as video views, engagement, impressions, or link clicks.

The landing page linked to the advert should support the message being promoted, whether that’s stories from employees, the company’s core values, or its charitable initiatives.

EGC can also highlight social responsibility. For instance, TOMS uses its giving model as a central message: “For every pair of TOMS shoes purchased, a pair of new shoes is given to a child in need.”

This type of content can be presented as EGC, UGC, or simply part of a broader branding effort. It’s all about showcasing what your company stands for and making a meaningful connection with your audience.

 

Maximize your Meta Ad results: Test UGC, EGC, and more

When running Meta Ads or using other platforms, it’s important to consistently test a variety of ad formats—whether that’s user-generated content (UGC), employee-generated content (EGC), or more traditional advertising styles.

Each type brings something different to the table. UGC offers a sense of realness and relatability, EGC helps strengthen brand reputation and trust, and traditional ads deliver a more polished and professional message.

By continuously trying out different approaches and closely reviewing the results, you can fine-tune your strategy to improve performance and keep your campaigns fresh and effective over time.