Key points at a glance
- UGC works like a recommendation in ads and fits the feed of social networks.
- Performance ads live from testing: UGC enables many variants in a short time.
- The opening of the first seconds decides whether a video succeeds.
- UGC, landing page and fast follow-up must work together.
What we mean by performance ads
Performance ads are ads whose success is measured by measurable results: enquiries, meetings, purchases. It is not the prettiest ad that wins, but the one that leads to the most qualified customers. That takes creatives that stand out, build trust and can be tested quickly.
Why UGC works in performance ads
- It feels like a recommendation: a real person talks about their experience, which builds trust.
- It fits the platform: vertical format, direct address and a natural look blend into the feed.
- It can be varied quickly: new openings, lengths and messages without an elaborate shoot.
- It gives the algorithm material: more variants help find the best ads faster.
How we build a UGC campaign
- Clarify audience and core problem: what really moves your customers?
- Formulate messages: several angles on the same offer.
- Select creators who fit the audience.
- Write scripts with several openings.
- Produce, edit and subtitle the videos.
- Test variants and shift budget to the best ones.
- Measure results all the way to the customer, not just to the click.
The first three seconds
In the feed, people decide within seconds whether to keep watching. That is why we test several openings for the same video: a question, a surprising sentence, a visible problem. Often just a different opening changes results noticeably.
What UGC cannot do on its own
The best video achieves little if the landing page does not convince or enquiries are answered days later. That is why we think about creatives, landing page, form and sales follow-up together. Only then does attention turn into a customer.
Conclusion
We use UGC because real people build trust and because UGC can be tested quickly. Combined with clear messages, a good landing page and fast sales, UGC becomes the strongest lever in performance campaigns.
Frequently asked questions
AIMelanie Dincdemir
Marketing, digital business and business model development at Optivanta
This article is for general information only and does not constitute legal, tax or investment advice. It does not replace advice on your individual case. Despite careful research, we accept no liability for accuracy, completeness or timeliness; use is at your own risk. Articles bearing an author's name reflect that author's opinion. The provider of and party responsible for all content is Optivanta Solutions LLC. More in the imprint
Performance ads with UGC?
We handle creators, scripts, production, campaigns and tests, measured all the way to the enquiry.