How to Use Customer Photos and Videos in Your Facebook Ads
Real customers selling your product for you — it's the most trusted form of advertising
What Is User-Generated Content?
User-generated content (UGC) is any photo, video, review, or post created by your customers rather than your brand. It could be an Instagram post of someone wearing your jacket, a short video of a customer unboxing your product, or even a text review that you screenshot and turn into an ad image. The defining characteristic is that it's created by a real person who bought from you — and that authenticity is what makes it so powerful in advertising.
Why UGC Outperforms Traditional Ad Creative
People trust other people more than they trust brands. When your ad looks like a recommendation from a real customer rather than a polished sales pitch, it lowers skepticism and increases the likelihood of a click. Studies consistently show that consumers find UGC more authentic and trustworthy than brand-created content, and that trust translates directly into higher conversion rates.
How to Collect UGC From Your Customers
Great UGC doesn't always come to you on its own. You often need to create a system for collecting it.
Post-purchase email sequences: Send an email 1–2 weeks after delivery asking customers to share a photo of the product in use. Offer a small discount on their next order in exchange.
Branded hashtag campaigns: Create a simple hashtag and encourage customers to use it when they post about your product on social media.
Product inserts: Include a card inside your packaging asking for a review or photo and explaining how to share it.
Direct outreach: Identify customers who have already posted about your product on social media and ask for permission to use their content in ads.
UGC creator platforms: Services like Billo or Minea connect you with content creators who will make authentic-looking UGC videos for a fee.
Always Get Permission Before Using Customer Content
Before running any customer photo or video in a paid ad, get explicit written permission. A direct message asking "Would you mind if we featured your photo in our Facebook ads?" is usually all it takes. Most happy customers are thrilled to be featured. Keep a record of every permission you receive.
How to Turn UGC Into High-Performing Static Ads
A strong UGC-based static ad typically combines a genuine customer photo with a short, compelling review quote. Here's a format that works well:
Use the customer's real photo as the main image — unedited or lightly edited is fine.
Overlay a short quote from their review in text on the image, or use it as your ad copy.
Include their first name and optionally their photo to add credibility.
Keep the review specific and results-focused: "Lost 8 pounds in my first month" beats "Great product!"
What Makes a UGC Ad Work
Not all customer content makes good ad material. Look for content that is:
Specific: Mentions a real result, outcome, or experience.
Relatable: Speaks to a problem your target customer has.
Authentic: Looks and sounds like a real person, not a scripted endorsement.
Visually clear: The product is visible and the photo is reasonably good quality.
Test UGC Against Your Standard Creative
UGC often outperforms traditional product photography in Facebook ads — but not always. Run them side by side and let the data tell you which your specific audience responds to. Many brands find the best approach is to run both, with UGC doing especially well for cold traffic and professional product shots performing strongly for retargeting.
Pair Authentic UGC With Copy That Converts
Even the best customer photo needs the right copy to go with it. Stirling helps ecommerce and DTC brands create static Facebook ad copy that complements your UGC and turns authentic customer content into high-converting ad campaigns. Build better UGC ads with Stirling and let your customers help you sell.
