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Diving Into User-Generated Content: Our Insights

An influencer making a UGC content for social media

As a leading digital marketing agency, we understand that the world of online advertising is in a constant state of flux. The strategies that work today might not be as effective tomorrow, and the ever-evolving nature of platforms like Instagram keeps us on our toes.

To stay ahead in this dynamic landscape, we are continuously testing and analyzing various creative approaches to understand which ones resonate with our audience and drive tangible results.

In a recent experiment, we delved into the world of user-generated content (UGC) on one of our client’s organic Instagram channels, where we witnessed three distinct styles that had captured the attention of our followers.

These UGC styles not only generated substantial organic engagement but also intrigued us with their potential in paid advertising campaigns. In this article, we'll take you through our recent journey of experimentation, providing valuable insights into the power of UGC and how it can be harnessed to achieve marketing success.

The Three UGC Styles

  • UGC with captions and voice overlay, focusing on value propositions.

  • UGC with text overlay only, highlighting value propositions and no voice overlay.

  • UGC featuring a cheese pull without value proposition callouts

To gauge the effectiveness of these UGC styles, we analyzed critical performance metrics, including Return on Ad Spend (ROAS), Click-Through Rate (CTR), and Conversion Rate (CVR). Here's what we discovered:

UGC with Captions and Voice Overlay, Focusing on Value Propositions:

ROAS: 1.42

CTR: 1.31%

CVR: 5.19%

UGC with Only Text Overlay, Highlighting Value Propositions and No Voice Overlay:

ROAS: 1.85

CTR: 0.56%

CVR: 11.76%

UGC featuring a Cheese Pull without Value Proposition Callouts:

ROAS: 0.59

CTR: 0.38%

CVR: 4.55%

Insights and Implications

A paper filled with charts and results for an experiment with a laptop beside it

Our analysis yielded crucial insights that can guide your digital marketing strategy:

The Impact of Voice Overlay:

We noticed something interesting - adding voice to our content makes more people click on it (highest CTR of 1.31%). This shows that more people on Instagram Reels and feeds like to hear sound when they watch videos. Incorporating voice overlay could be a key strategy to capture user attention and engagement.

The Power of Text Overlay:

In terms of conversion rates, we observed something interesting. The user-generated content (UGC) style that used only text, without any voice added, performed the best with a conversion rate of 11.76%.

Words are powerful when it comes to convincing people to take action. It also emphasizes that when we leave out either voice or text, our paid campaigns might not work as well as they could.

Hence, it's vital to recognize the significance of choosing the right UGC style that leverages compelling text to drive engagement and conversion. The absence of either voice or text elements can have a negative impact on the effectiveness of your advertising efforts.

Choosing the Winning Approach

Team member looking at the results of a testing and is having a discussion

Based on our findings, we'll shift our strategy to focus on cheese-pulling videos because they get the most natural interest. To enhance the overall viewer experience and reinforce our value propositions, we will be integrating voice overs into this format.

This integrated approach seeks to leverage the appeal of both elements, maximizing their ability to engage our audience and persuade them effectively. By combining the visual allure of a cheese pull with the persuasive power of voiceovers, we aim to optimize the impact of our upcoming marketing campaigns. This strategic shift is driven by our commitment to delivering content that not only grabs attention but also conveys our message with clarity and efficacy.

Final Words

This experiment shows how adjusting your content is vital for successful paid digital marketing campaigns. It emphasizes the need to customise content formats to match specific advertising goals and the way audiences behave.

In the changing world of digital marketing, paying attention to these details is key to succeeding in your marketing efforts.


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


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