The world of e-commerce is constantly evolving, always influencing or adapting to user behaviour. With recent innovations and technological advancements such as Privacy updates (like iOS14), rising CPMs, and platform algorithms, targeting is no longer what it used to be.
And with audiences yearning for more authentic and real engagement, content is proving to be the way to earn (and keep!) the attention of your desired group(s). Creating intentional assets that align with your audience is how you’re going to get them to stop scrolling and react to what you’re putting out there.
Moving away from picture-perfect settings
The days of perfect lighting, setting, models, taglines are gone. People have been exposed to airbrushed ads for way too long, and they’re done with it. Instead, they want real-life and relatable scenarios that speak directly to them in the form of UGC – which is also faster, cheaper and more scalable for you. Plus;
- UGC content gets 4x higher CTRs
- Has 50% lower CPCs
- Drives up to 29% higher conversion rates
Content created by your audience, for your audience, wins over polished campaigns every time.
Shift the strategy into a creative first approach
When you prioritise creative, authencity and variety come through much more. Instead of Performance Marketeers building 15 custom audiences, the focus is on showing 15 creative expressions to resonate with a different section of their potential market.
For example:
- One video speaks to Gen Z’s obsession with oversized fits.
- Another hits thirtysomethings looking for comfort + style.
- A third leans into sustainability as shown by a creator who actually lives the lifestyle.
Instead of filtering audiences by settings, you let the content do the work. The algorithm will figure out who should see what. This is creative as segmentation — and it’s far more effective in today’s landscape.
Putting it into practice
Getting ahead with UGC doesn’t mean waiting for customers to tag you or leaving your success up to chance. It means:
- Creating briefs for creators that maintain brand feel
- Running structured UGC testing in ads
- Pairing creator content with dynamic creative formats
- Measuring results as you do with any high-budget campaign
It’s equal parts content strategy and performance rigor – meaning you still need smart systems in place and a strong brand identity.
Let us help guide your creative process
At Not selling liquid, performance marketing is a creative discipline. We help fashion and lifestyle brands:
- Source content that actually converts
- Build testing frameworks that match creative to audience
- Combine platform signals and brand tone for maximum relevance
Our performance marketers know how to turn scrolls into sales. If you want your ads to perform, start with investing time and energy into creative strategy. Show your audiences you see them, and they’ll start seeing you, too.
