Getting attention in Facebook feeds is harder than it used to be.
The average person might be spending 2 hours 21 minutes on social media per day, but standing out on Facebook has become more challenging for businesses in Des Moines and across Iowa than ever.
Newsfeeds are now overwhelmed with polished brand ads, and chances are your target audience has grown more selective. In other words, carefully produced promotional content is less and less likely to win the attention or trust it once did.
While managing social media campaigns at Social Nickel, we constantly stress the importance of authentic connection. That is why user-generated content has risen as a powerful tool in Facebook ads.
Thanks to photos, videos, shoutouts, and reviews from actual customers, you can easily create the social proof people want. UGC Facebook ads offer your brand (even a local one) a marketing strategy that feels genuine and builds credibility at every stage.
Let’s find out seven practical ways to leverage user-generated content to boost engagement for your Facebook Ads.
Why UGC Works in Facebook Advertising
People trust people.
The recent McKinsey ConsumerWise Sentiment Survey found that social media influences consumers the least when it comes to brand and product recommendations, while family and friends influence them the most.
This is the core reason user-generated content performs so well. When people see content created by their friends, family, or peers, they are more likely to trust a brand. And this trust has algorithm advantages, too.
All social media platforms, including Facebook, have algorithms that reward content that sparks conversation, reactions, and shares. User-generated content, like amateur photos or honest customer videos, often receives higher engagement, signaling to Facebook that your ads should get more exposure.
This can lower your cost per click and let you reach more people with a lower budget. This is an advantage that many local brands are keen to tap when leveraging social media to increase sales.
Producing authentic content can be far more cost-effective than relying on studio shoots or professional actors.
7 Ways to Use User-Generated Content in Facebook Ads
The good news is that user-generated content can fit into almost any type of Facebook ad, whether videos, photos, or carousels. Here are a few ways that make this social media marketing strategy more realistic for small and mid-sized brands.
1: Feature Customer Reviews and Testimonials as Ad Creative
One of the easiest ways to use user-generated content in Facebook ads is to turn reviews into visuals. Instead of rewriting or over-designing feedback, use actual review screenshots, and edit them for clarity and privacy where needed.
For one, this “screenshot” style fits naturally into Facebook feeds. Secondly, it’s a genuine piece of content that’s more likely to build trust with your target audience than 10 polished Facebook ads.
If you want to take it up a notch, encourage past customers to record short video testimonials. These videos work well as Facebook video ads because viewers can see and hear a peer’s honest experience. However, it’s best to always ask for written permission before using this content.
Explain how you plan to use the content, credit the customer if allowed, and never edit their words beyond correcting typos or privacy concerns. Facebook’s own ad platform supports both static and video review ads. If you have Google or Yelp reviews, those can also feed into your creative if you follow proper guidelines.
2: Showcase Real Customer Photos and Videos
Customer photos and videos can do a lot of heavy lifting in Facebook ads. That’s because people are naturally drawn to real people, not actors. Sharing actual customer photos and videos makes your Facebook ads instantly more relatable.
If people tag your brand in posts, Stories, or Reels, you may already have a stream of usable user-generated content. Once you get permission, you can repost that content into paid campaigns or build carousel ads from multiple customer submissions.
This works well for both local product and service brands. Especially “Before and After” content can work wonders for promoting businesses such as home services, salons, fitness, or even specialty food. For example, a Des Moines bakery could use photos from a customer’s birthday celebration. Unboxing videos or candid reactions often spark higher engagement than anything you could stage.
Imperfect visuals, like photos taken on a phone, tend to outperform slick images. They feel immediate and honest, which Facebook’s algorithms interpret as genuine user-generated content worth prioritizing.
For instance, a local coffee shop in Iowa running Facebook ads can generate more engagement by using photos shared by real clients in their campaign. It helps you build authentic community connections and inspire others to share their own content.
3: Run UGC Contests to Generate Fresh Ad Material
Inviting your community to participate creates a steady stream of usable, authentic user-generated content. UGC contests can take many forms, such as photo challenges, hashtag campaigns, or video testimonials. Create clear submission guidelines and use a campaign hashtag, such as “#DesMoinesEats” or “#IowaFixUp,” suitable for your local business.
Offer simple incentives, like a gift card, product discount, or “feature” in your next Facebook ad campaign. When users share their submissions and tag your business, you collect engaging content and expand your reach at the same time. It’s one of the most cost-effective marketing tactics.
Plus, over time, you will build a content library of real photos and videos. We’ve seen many Iowa businesses benefit from this approach by collecting dozens of fresh assets for future Facebook ads and social posts, building stronger customer relationships along the way.
4: Partner with Micro Influencers for Authentic UGC
Working with big influencers can be expensive and feel out of reach. But micro influencers, those with a few thousand followers and deeper ties to the local community, offer more relatable, cost-effective content for your brand.
These local creators produce valuable, authentic creator content that connects with neighbors and potential customers. For example, collaborating with a Des Moines-based food blogger can drive tangible results for a local restaurant, coffee shop, or food truck.
Negotiate usage rights upfront so you can repurpose the influencer’s photos or videos in your Facebook ads. This gives you professional-quality UGC but still maintains the personal voice and trust that makes influencer partnerships so effective.
5: Create “Customer Takeover” Style Ad Campaigns
Letting your customers tell their own story in first person is one of the strongest forms of brand storytelling. Invite a client to take over your Facebook stories or posts for a day, or feature a “day in the life” series that shows how they use your services.
For a local business, this might look like a CrossFit member documenting a workout, or a family showing off their weekend at a local event you sponsor. Show the behind-the-scenes view from the customer’s perspective. Keep the edits minimal so the emotional connection shines.
These “takeover” campaigns build trust by showing actual people with real results. They also encourage others in your community to share their own experiences, creating a ripple effect of engagement.
6: Use UGC in Retargeting Campaigns
The most critical aspect in retargeting is removing obstacles for people who are almost ready to buy. User-generated content gives these warm audiences the extra validation they need to move forward. If someone visited your website or engaged with your Facebook ads but has not converted, show them reviews, testimonial videos, or “real results” photos.
Dynamic retargeting lets you match specific UGC assets to audience segments. For example, show product review videos to shoppers who viewed a product, or customer photos to those who added items to their cart but didn’t buy.
This strategy uses social proof to make purchasing feel safe and supported, which is why conversion rates will improve when user-generated content is part of your Facebook ads for retargeting.
7: Blend UGC with Professional Content for Hybrid Ads
You do not need to choose between polished and user-generated content. The most effective Facebook ads often combine both. For example, use a split-screen format that features a customer video on one side and your branded message or offer on the other.
Adding a professional overlay, like your logo or brand colors, to raw user-generated content helps you maintain brand consistency. Hybrid ads can feature real quotes with branded visuals or edited customer videos with captions and calls to action.
This setup keeps your ads on-brand while leveraging the trust and engagement that user-generated content provides.
Bring More Trust into Your Facebook Ad Strategy
If you run a small business, startup, or brand in Des Moines or anywhere in Iowa, using user-generated content in your Facebook ads is a smart step. With people trusting their peers much more than branded content, UGC lets you break through noise with proof that feels real.
And the best part is that you do not need a big budget or studio setup to begin. Start by sharing a customer review, reposting a tagged photo, or asking your community for submissions. Measure the impact, adjust, and build on what works.
If you want expert help building your own UGC marketing strategy, reach out to us at Social Nickel. Our team of experts is here to help you with social media marketing, SEO, content marketing, Google Ads, and Facebook Ads.
Contact us now to schedule a consultation!
Frequently Asked Questions About User-Generated Content in Facebook Ads
1. What is user-generated content in Facebook ads?
User-generated content includes photos, videos, or reviews created by real customers. Brands use this content as creative inside Facebook ads to show authentic experiences. This type of content helps build social proof and makes your ads feel more natural in the feed.
2. Why does user-generated content perform well in Facebook ads?
People trust other customers more than traditional brand messaging. User-generated content shows real opinions and real product use. This authenticity often improves engagement and makes UGC Facebook ads more effective.
3. Do I need permission to use customer content in Facebook ads?
Always ask for permission before using customer photos, videos, or reviews in Facebook ads. A quick message or written agreement allows you to use the content safely in marketing and advertising.
4. What types of user-generated content work best for Facebook ads?
Short testimonial videos, product demos, customer reviews, and unboxing clips perform well. Real customer photos and before-and-after images also work well. These formats support social media advertising by showing real results and experiences.
5. How can businesses start using user-generated content in their ad strategy?
Start by collecting customer reviews and encouraging buyers to share photos or videos with your product. Then test this content inside different Facebook ad formats like video ads or carousel ads. A simple UGC strategy can strengthen your long-term social media marketing strategy.
