User Generated Content Advertising in 2022 [INFOGRAPHIC]

Consumer Acquisition published an infographic revealing insights on the state of User Generated Content (UGC) Advertising in 2022. UGC on TikTok, Snapchat, and Instagram is driving profitable UA across all app categories and presents a massive opportunity for marketers. From micro-influencers and reaction videos to captions and meta commentary, UGC ads across social networks— and on TikTok in particular— are a critical part of any successful growth marketing strategy. Insights from the infographic can be leveraged by advertisers today to help determine their UGC strategy.

Key insights from the infographic:

  • 50 million people today consider themselves “content creators”
  • UGC ads outperform conventional ads of the same topic by 20-50%, and UGC videos deliver 12X engagement over any other type
  • 77% of marketers have an influencer marketing budget, and 68% of marketers are increasing their budgets 10-30% for overall marketing

Social Media Companies in UGC:

  • TikTok is the #3 most popular worldwide social platform, after Facebook and Instagram, and projected to have 25% market share by 2024
  • TikTok commits to supporting longer content up to 10 minutes
  • Meta globally released Reels to 150 countries
  • Snap paid $250 million to Spotlight creators in 2021

Top UGC Advertising Creative Trends:

  • Testimonials from real users, actors or influencers
  • Tips 7 Quizzes where actors use direct address to share benefits of apps
  • Third-Person & POV videos of playing, winning or using the app

Ad Creative Averages

  • 85-95% of ads fail to outperform the best ad in a portfolio
  • 30 ad concepts on average are needed to yield one new winner
  • 10 weeks is how long a winning ad lasts before burning out

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