I’ll be dissecting the exceptional UGC ad I made for Voyages Bergeron to uncover why it’s outperforming other creatives. I won’t communicate some key metrics, but just to give you an idea:
- CTR: 2.50%
- CPC: 0.25$
- Video View to 100%:
- Cost per Purchase Performance: Top 3%
In my professional journey, I’ve pinpointed four pivotal factors that consistently mark the difference: captivating hooks, strategic use of elements, Emotional Resonance , and a compelling call to action. These are not just components, but the very foundation of what elevates a UGC ad from good to great.
1) The Hook:
Opening with a question that everyone can relate to is a powerful way to catch the attention. This technique will never go out of style.
2) The Elements (…or the right elements)
The first element that you want to show, of course, is the product. In this case, since it’s a service (travel agency), the use of the green screen is perfect to showcase what it’s about. But other elements are also crucial for retaining the attention:
- Captions: it’s the norm nowadays. And I recommend that you always use subtitles that go with your audio. Today, with AI, it’s super easy to get it done very quickly, so you have no excuses! Shootout Submagic ❤️
- Cool Background: Since we are selling trips to the south here, I recorded the opening of the video on a beautiful beach.
- Audio: You can’t ignore the audio anymore now that the REELS are getting more and more popular. Here, for example, I used «Southern/Caraibe» music to fit with the beach vibe.
Etc.
3)Emotional Resonance
Emotional resonance and relatability in UGC ads are vital because they tap into the viewer’s feelings and experiences, creating a personal connection that drives engagement and fosters brand loyalty. Here, I’m using:
- Curiosity: Everyone who likes to travel is curious about ways to get cheaper tickets
- Humor: I’m far from a comedian, but I did my best to make the ad entertaining and sometimes ridiculous.
- Popular destinations: Mentioning some of the most popular destinations is a great way to find relatability.
4) a compelling call to action
A CTA is pivotal for converting audience engagement into measurable actions, ultimately driving conversions.
In the ad, I cleverly integrated the CTA with a quirky, possibly Quebec-specific, travel habit of packing Pringles and peanut butter for southern trips.
The full video (in French) 👇👇👇