Let’s face it—customers trust other customers more than brands.
If you're not already using UGC (user-generated content) and product reviews in your Facebook ads, you're leaving conversions on the table.
In this blog, we’ll break down how to source, design, and strategically place UGC and reviews to boost credibility, engagement, and ROAS—without overspending on high-end production.
Why UGC and Reviews Work So Well in Facebook Ads
When you scroll through Facebook or Instagram, what catches your eye? Probably not a sleek, overly polished ad—but rather a raw, authentic video of someone using a product.
That’s the power of UGC.
Here’s why it converts:
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Authenticity builds trust
Real users create social proof. It feels honest and relatable—not salesy. -
It blends in
UGC-style content fits the look and feel of organic content in the feed, increasing watch time and engagement. -
It’s cost-effective
You don’t need a full production crew. A smartphone and a happy customer will do. -
Review-based ads reduce friction
Shoppers feel reassured when they see 5-star reviews or positive testimonials.
3 Types of UGC You Can Use in Facebook Ads
1. Video Testimonials
These are the gold standard of trust-building ads. Ask satisfied customers (or influencers) to share a short selfie-style video of their experience.
Pro tips:
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Keep videos between 15–30 seconds
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Have them mention specific product benefits or results
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Include a text overlay for key takeaways
💡 Example: “I’ve been using this serum for 3 weeks and my skin feels amazing—less redness, more glow!”
2. Photo UGC With Quote Overlays
Use real customer-submitted images with a branded frame or headline quote from their review. This is especially effective for carousel ads or static image placements.
Design tips:
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Keep it visually clean
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Highlight star ratings or short quotes (e.g., “Life-changing!”)
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Add CTA buttons like “Shop Now” or “See More Reviews”
💡 Example: A user photo of them wearing your jewelry, overlaid with the review: “I get compliments every time I wear it.”
3. Screenshots of Reviews or Ratings
Repurpose your best product reviews from Shopify, Judge.me, Yotpo, or Loox. A well-designed screenshot with a bold headline can outperform branded content, especially in retargeting.
Tips:
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Use screenshots that feel native, not overly polished
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Pair them with a product image or lifestyle visual
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Include urgency: “Over 2,000 5-star reviews—shop bestsellers now”
How to Collect UGC From Your Customers
You don’t need to wait for it to happen—you can ask for it:
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Follow up after purchase with an automated email asking for a photo or video review
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Run a giveaway: Offer discounts or entries in exchange for sharing content
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Use branded hashtags on Instagram or TikTok to find and reshare tagged posts
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Partner with micro-influencers to create UGC at scale
Pro tip: Always get usage rights for any UGC you plan to use in ads. A simple DM confirmation works, or use tools like Archive or Billo to manage rights and submissions.
Where to Place UGC and Reviews in Your Facebook Ad Funnel
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Top of Funnel (TOF): UGC works well to stop the scroll and introduce your product in a human way. Pair it with broad interest-based targeting.
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Middle of Funnel (MOF): Use testimonial videos or quote overlays to build credibility with warm audiences who’ve visited your site.
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Bottom of Funnel (BOF): Show star ratings, review screenshots, or product-specific testimonials to close the deal. Combine with urgency (limited-time offers, low stock alerts).
Best Practices for UGC Ads
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Keep it short and real: Overly scripted content kills authenticity. Encourage honest, simple reviews.
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Test formats: What works for one audience might flop for another. Try video, carousel, and static formats.
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Mix UGC with branded content: Balance is key. Too much UGC can feel messy if not curated properly.
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Always add a clear CTA: “Shop now,” “Learn more,” or “See why 5,000+ customers love it.”
Final Thoughts
In a world flooded with ads, people crave authenticity.
By leveraging UGC and real customer reviews in your Facebook ads, you humanize your brand, build trust faster, and drive better conversions—without breaking the bank.
Whether you’re scaling your Shopify store or launching a new product, incorporating UGC into your Facebook ad strategy isn’t just a nice-to-have—it’s a growth essential. Try it, test it, and let your happy customers do the selling for you. 🚀