"Surely you've seen those social media BOGO ads offers, something like, "Spend $500 on advertising, get $500 in ad credits-for free!" It's mighty tempting, so you leap. After all, what's a $500 investment if you can potentially move thousands of dollars' worth of product? You work through the ad creation process, or maybe you hire a copywriter and designer. Then the ads fly for two weeks, because that's all the time you get to spend your $500 and the social media company's $500."
"What's a brand supposed to do when ads don't work? Don't be mad at me for saying so, but from the buyer's side, your ads are likely annoying. They're definitely interruptive and disruptive. And combined with all the other ads out there, they feel... relentless. So, it's only natural for people to skip them. To block them. To scroll right past your ad without a second glance."
"But what if I told you that there is a way to get people to pay attention? What if I told you that by using a different type of ad, you could build trust in your brand, help people feel good about saying yes and possibly even achieve a 29% conversion rate? Yes, please! The type of content I'm talking about is user-generated content (UGC)."
Many BOGO ad-credit promotions lead to wasted ad spend and no sales despite investment and creative effort. Traditional social ads feel interruptive, disruptive, and relentless, prompting users to skip, block, or scroll past them. User-generated content (UGC) relies on real customers promoting products through tags, mentions, reviews, unboxing videos, and authentic before-and-after photos filmed in everyday settings. UGC builds trust, reduces resistance to purchase, and can deliver substantially higher conversion rates. Brands that leverage authentic customer stories and a proven UGC process can achieve stronger ad performance and better return on ad spend.
Read at Forbes
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