User-Generated Content Drives KPIs Better Than Standard Ads, Expert Says

User-Generated Content Drives KPIs Better Than Standard Ads, Expert Says

News by Roberto OrosaRoberto Orosa
Published: May 08, 2023

When it comes to performance marketing, there are advantages to integrating user-generated content (UGC) into one’s marketing strategy. 

For Lee Spungin, VP of Growth at yellowHEAD, UGC style ads bring a “real and authentic feel” to campaigns and drive more key performance indicators (KPIs) than standard ads. The VP explained how yellowHEAD integrates UGC into its campaigns. 

“When working on UGC campaigns, the yellowHEAD creative team handles and oversees every stage of the project, from creating comprehensive briefs for the creators, providing them with all the information they need to include in the video and all of the post-production to ensure the video has the greatest chance to go viral,” Spungin shared in an exclusive interview with Spotlight.  

YellowHEAD is a digital marketing agency that utilizes creator’s content to create ads, website content, and social media posts. “All of this is done in conjunction with our experts to achieve and exceed our KPIs,” she added.  

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Additionally, the seasoned marketing professional shared some of the most essential key components that make a Performance Marketing campaign successful, such as targeting the right users.  

“Once the right audience is being targeted, we want to make sure they are converted into paying, loyal users. Ad formats such as display ads, video ads, and native ads, and all the creatives that are parts of these ads, are also crucial factors for CVR,” she explained.  

Overall, Spungin gave businesses one “golden rule” to improve their digital marketing performance: “Always be optimizing.” 

“Embrace a perpetual mindset of testing and experimentation, utilizing a data-driven approach to allocate your budget, make strategic platform shifts, and achieve unparalleled results,” she added.  

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