Top Tips for Data-Driven, Converting CGC
Most brands know that Creator- Generated- Content ( CGC) is a key element to building a DTC Brand. But why does it seem to work better for some brands than others?
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Here are our top tips for guiding CGC direction and producing content that converts:
1. Organic and Authenticity
First things first: terminology. Formally known as UGC, CGC stands for Creator-Generated Content, which is created by someone paid to use and talk about products for ad purposes. UGC, on the other hand, stands for User-Generated Content—organic content that is not monetarily incentivized and is created by consumers who genuinely enjoy the product. The goal is to produce content that feels authentic and organic, so it’s hard to tell the difference between the two.
2. Quantity over Quality
Especially on TikTok and Meta, the sheer volume of CGC will yield a greater return than a smaller quantity of high-quality content. For new brands or those maintaining a social presence, creating artificial hype around products can be achieved by showcasing many faces and a variety of CGC. This builds awareness and the perception that the product is a must-have. CGC can also have a short lifespan, but when it works, the asset can stay on top in ad accounts for years. However, it takes a substantial amount of content to feed the algorithm and find that winner. This is why quantity is key.
3. Find the Right Demo
Top-performing content creators might not look like the brand’s target demo. The type of creator who converts users on a product doesn’t necessarily need to mirror the audience. Seek out a variety of creators for your brand—different age ranges, ethnicities, personality types, and lifestyles. Cast a wide net, test it all, and see what resonates.
4. Leverage Data
Strategically crafted CGC goes a long way toward success. CGC is more than just holding up a product and talking about it. When starting out or looking to scale ads, use nothing but the best. Apply all available data to guide your CGC briefs—top ad copy, top product SKUs, top product displays, and top CTAs. Leveraging this data brings you as close as possible to ensuring the content’s success.
5. Iterate and Split Test
Once you find content that converts, it’s time to iterate. Take the elements of top content and isolate variables to further improve the highest-performing CGC, perfecting it for conversions. Split-test factors like content length, intro hooks, B-roll styles, or trending formats. Small tweaks can make the difference between a 0.5 ROAS and a 3X ROAS—always worth testing.
6. Follow the Equation
Through these five steps, your brand’s CGC equation should be clear. Data-driven, brand-specific steps are created. Follow them. Whether you’re launching a new product line, running a promo, or expanding to a new demographic, stick to the CGC equation you’ve developed.
7. 3PB Time
Third-Party Branding (3PB) involves partnerships where brands secure a public figure, whitelist, dark post, or run ads via a community page. Once your top CGC is established, it can inform decisions and guide investments in creators or content styles for 3PB. Ads through other profiles create more artificial hype and trust than ads through your own brand profile. 3PB tends to come with lower traffic costs. Even leveraging 1-3 partnerships can make a significant difference in scaling ad spend. Most large brands spending over a million dollars a month allocate 80% of their spend to 3PB.
