Content with highest ROAS

In paid socials, one type of creative content isn't enough - you need a varied mix. UGC drives up to 4x higher CTR and 28% higher engagement because it feels authentic and trustworthy. Supplement with EGC and influencer content to extend reach and add personal credibility in a cost-effective way. "Ugly ads - raw, smartphone-captured images and videos - bypass ad blindness and can increase CTR by up to 50%. Found-led memes and statics deliver fast upper funnel reach with minimal effort. Together with creative A/B testing and retargeting, this mix ensures reach, credibility and maximum ROAS.

1. UGC - The Ultimate ROAS Driver

User Generated Content UGC) is the king of paid socials. 79% of consumers say UGC has a high influence on their purchasing decisions, and brands that use UGC experience up to 29% more web conversions than those without. Furthermore, 92% of consumers trust recommendations from real users more than branded content. In paid ads, this trust translates into action: ads with UGC have up to 4x higher CTR and significantly lower CPA - driving ROAS upwards. Start collecting customer videos, images, reviews and integrate them naturally into Meta and TikTok ads. Be mindful of getting consent and be transparent - both legally and aesthetically.

2. EGC & Influencer Content - Scaled Authenticity

EGC (Employer Generated Content) - such as employee videos - and influencer content offer a cheap, scalable route to social proof. Maintaining a mix of employees and micro-influencers sharing 'real' experiences requires little investment. According to Bazaarvoice, 86% of brands believe that authentic UGC improves their ad performance.

Therefore: recruit your own colleagues and ambassadors - with incentives like giveaways or internal competitions - and get them to produce short videos or images to co-brand on the platforms. This increases engagement and volume without sky-high production costs.

3. Ugly Ads & Statics - Raw content hits

So-called "ugly ads" - simple, imperfect content shot with a smartphone - break the traditional "ad-blindness" and feel like organic UGC . CTR typically increases by 30-50% and complete conversion can double compared to polished ads.
They work precisely because they resemble friends' posts and transcend the ad filter. Internal competition among employees can deliver a steady stream of raw content . Produce short, authentic smartphone videos, add text overlays and CTAs - and test formats such as lo-fi, selfies or disheveled environment.

4. Found-led Content & Memes - Top-funnel with low effort

Found-led content - especially memes and simple graphics - provides a cost-effective boost in the wide reach funnel. 86% of brands believe authentic UGC improves performance in paid & owned media. This combined with memes/statics can double ROAS for upper funnel campaigns.
Use popular formats from TikTok and Instagram as inspiration, adapt them to your brand and pivot quickly with A/B testing. It's easy, fast and ideal for driving volume and brand recognition without large investments.

5. Creative Testing & Retargeting - Fine-tune for maximum ROAS

A broad creative palette yields the best return, but only if used wisely. A/B testing of creative assetsUGC, EGC, ugly ads, memes) can improve ROAS by up to 25-28%. When retargeting with dynamic UGC, cart abandonment can drop by up to 30%, boosting ROI.
Track key KPIs like CTR, CPA and CAC and use them to identify top performers. Add remarketing with authentic user engagement and run profit calculations to validate creative investments. Loop the process continuously to ensure you're using the most effective creative combination.