Not all UGC ads perform the same; some grab attention instantly and drive high engagement, while others fall flat.
The difference? A/B testing.
Instead of relying on guesswork, A/B testing lets you experiment with different key elements of a UGC ad to see what truly connects with your audience.
But what exactly should you be testing?
In this blog, we’ll break down everything you need to know, from the most important elements to test to a step-by-step guide for running successful A/B tests.
We’ll cover:
- What A/B testing is and why it’s crucial for optimizing UGC ads.
- Key elements to test
- A step-by-step guide on setting up and running structured A/B tests.
- Best practices to ensure reliable insights.
P.S. Struggling to make your UGC ads actually convert? Not sure which creators, content styles, or CTAs actually convert? Don’t worry! At inBeat Agency, we help you create high-performing UGC ads with top-tier creators, strategic A/B testing, and data-backed optimizations; so you don’t have to guess what works. Book a free strategy call now and start scaling with proven UGC creatives!
TL;DR:
A/B testing UGC ads helps optimize engagement, click-through rates, and conversions by comparing different ad elements.
Key elements to test:
- Visuals: Image styles, video length, and content format.
- Copywriting: Hooks, descriptions, and CTA wording.
- Ad formats: Carousel vs. single-image ads, Stories vs. Feed placements.
- UGC creators: Different styles, tones, and delivery methods.
Best practices:
- Test one variable at a time for accurate insights.
- Ensure a sufficient sample size for statistically reliable results.
- Adapt UGC for different ad formats and placements.
- Focus on the first 3 seconds of video ads to maximize engagement.
- Check organic UGC performance before running paid A/B tests.
Common mistakes to avoid:
- Using the wrong ad format for UGC.
- Overlooking video hooks in A/B tests.
- Running tests without analyzing organic performance first.
Final takeaway: A/B testing eliminates guesswork, allowing you to scale high-performing UGC ads. For expert strategy and execution, inBeat Agency connects brands with top-tier creators and runs data-backed tests to maximize ad performance.
What Is A/B Testing?
A/B testing, also known as split testing, is a data-driven method used to compare two versions of an ad to see which one performs better. Instead of guessing what works, you run controlled experiments to measure engagement rates, click-through rates, and conversion rates on different variations.
A/B Testing for User-Generated Content (UGC) Ads
For UGC ads, this means testing different content types, creative photos, customer videos, and product reviews to see what grabs attention and drives results.
Hooks and CTAs are typically the most tested elements – but more about that in a second.
One version might feature a real customer sharing their experience, while the other highlights a high-quality product demo video. The goal is to collect direct insights from social platforms like Instagram, Facebook, and TikTok to optimize marketing efforts and improve return on investment.
Benefits of A/B Testing UGC Ads
A/B testing allows you to optimize your UGC ads by making informed decisions based on real data.
This approach offers several advantages:
- Data-driven decision-making: You get direct insights into what your audience responds to by analyzing real performance data. This helps you refine your marketing strategy and reach your campaign goals more effectively.
- Enhanced engagement: A/B testing helps you identify relatable content that grabs attention and increases interaction rates. In fact, 58% of companies A/B test their paid ads to improve engagement.
- Improved conversion rates: Testing different ad elements—like visuals, headlines, and CTAs can increase click-through rates and product link clicks. For example, Bing saw a 10% to 25% increase in revenue per search after implementing A/B testing.
- Cost efficiency: Instead of wasting money on ads that don’t convert, you can focus your budget on high-performing variations. This leads to a higher return on investment and more effective marketing campaigns.
Key Elements to Test in UGC Ads
Now that you know the benefits of A/B testing UGC ads, the next step is figuring out what to test. Not all content performs the same, and small tweaks can lead to higher engagement, better click-through rates, and improved conversions.
So, what should you experiment with? Let’s break it down.
1. Visual Content
The visuals in your ads are the first thing people notice, so testing different styles is a must.
- Image types: Does your audience respond better to product-focused images or lifestyle visuals that show real customers using the product? Testing both can reveal what drives more interaction on social platforms.
Here’s an example of a lifestyle UGC image from Native, one of our clients:
- Video length and format: Short-form videos (under 15 seconds) might be great for Instagram Stories or TikTok, while longer product demos could work better in feed placements. Test user testimonials, product clips, and creative product demos to see what keeps viewers engaged.
For example, we ran an A/B test for one of our clients, Prose, and discovered that their audience resonated more with short-form content on TikTok, especially when featuring user testimonials. Based on these insights, we crafted their UGC ads accordingly.
2. Copywriting
Great visuals grab attention, but copywriting is what gets people to take action. A/B testing different tones, styles, and messaging helps you figure out what resonates most with your audience.
- Hooks: Does your audience engage more with informative headlines, ones that tap into emotions, or question-based hooks? Testing different styles can help you create opening statements that stop the scroll and drive higher click-through rates.
- Descriptions: Do people respond better to detailed product information, or do they prefer short and punchy, benefit-driven copy? Testing both can reveal what drives more conversions and engagement across social platforms.
Below is an example of a benefit-driven 21-second short UGC ad we created for our client Nuun.
3. Call-to-Action (CTA)
You can have the best visuals and copy, but if your CTA doesn’t grab attention, your audience might scroll right past your ad. A/B testing different CTA wording, placement, and design helps you figure out what actually gets people to click.
- Wording: Does "Shop Now" drive more sales, or does "Discover More" spark curiosity and boost clicks? Small tweaks in phrasing can significantly impact click-through and conversion rates.
📌 Pro tip: We suggest testing a discount-based CTA, like "Shop Now & Get 10% Off", to see if adding an incentive increases urgency and drives more conversions.
For example, our team tested a discount-based CTA for our client Hopper (among others):
- Placement and design: Where you place your CTA button and how it looks can impact engagement. Test different button colors, sizes, and positions to see what grabs attention and leads to more actionable insights.
Here are two examples of different CTA placements in UGC ads. Which one do you think looks better?
4. Ad Formats
The way your UGC ad is structured plays a huge role in engagement rates and conversions. Some formats are better for storytelling, while others work best for quick, high-impact messaging. A/B testing different UGC ad formats helps you see which one resonates most with your audience and drives the best results.
- Carousel vs. Single Image Ads: Does your audience prefer scrolling through multiple images (carousel ads), or do they engage more with a single, high-quality image? Carousels allow you to showcase different product angles, customer photos, or step-by-step visuals, while single-image ads keep things simple and direct.
- Stories vs. Feed Placements: Are people more likely to interact with your UGC ads in Stories, where content feels more immersive, or in the feed, where they’re casually scrolling? Testing both can help you determine where your content for ads performs best.
How We Approach UGC Ads A/B Testing at inBeat
At inBeat, we’ve run countless A/B tests to refine the way UGC ads perform across different social platforms.
To get the best results, we break down our ad briefs into two categories: Direct UGC and Complex Concepts. This structured approach helps us run more effective A/B tests and pinpoint exactly what resonates with potential customers.
1. Direct UGC
These are simple, straight-to-the-point UC ads. They usually include:
- A strong hook that grabs attention instantly
- A main video section featuring a testimonial, product demo, or benefit breakdown
- Supporting B-roll footage to showcase the product in action
- A clear CTA to drive action
In Direct UGC, we test different elements like headlines, CTA wording, and content styles to see what generates the highest engagement rates and conversion rates.
2. Complex Concepts
Some UGC ads need a more creative approach to stand out. This is where we test different content formats and structures like:
🎙 Podcasts: Casual, conversational UGC with a deeper storytelling angle
🎤 Street Interviews: Real customers giving authentic, unscripted feedback
🎭 Skits: Entertaining, story-driven ads that keep the audience hooked
When we get briefs for these creative concepts, we pay close attention to format, sequence, and storytelling flow. A/B testing different UGC styles within these formats helps us uncover what keeps viewers engaged, drives interaction and ultimately improves return on investment.
How to Implement A/B Tests – Step-by-Step Guide
We’ve covered what elements to test, but how do you actually set up a structured A/B test that delivers clear, actionable insights? Running tests without a plan can lead to misleading data and a wasted budget.
To make sure your UGC ads are optimized for success, we have shared these simple steps to implement A/B testing the right way.
1. Define Objectives
Before running an A/B test, you need to be clear on what you’re trying to improve.
Are you looking to increase click-through rates, boost engagement metrics, or drive more conversions? Having a specific goal ensures that your test results are meaningful.
For example, if your objective is to improve conversion rates, you might test different CTA variations to see which one gets more people to click on your product link.
If engagement is the focus, testing different content styles (like testimonials vs. product demos) can reveal what keeps your audience watching.
Setting clear goals upfront makes it easier to analyze results and scale what works.
2. Develop Hypotheses
Once you’ve set your goals, it’s time to form a hypothesis, basically an educated guess about what will perform better and why.
Think of it as setting up a mini-experiment for your UGC ads.
For example, you might predict that adding user testimonials will create a stronger emotional connection and lead to higher conversion rates. Or you might test whether shorter videos perform better on social media platforms than longer ones.
A solid hypothesis gives you a clear direction and makes it easier to understand why certain variations work better than others.
3. Create Variations
Now that you have a hypothesis, it's time to bring it to life by creating different ad versions to test.
Keep it simple; change one element at a time so you can clearly see what’s making the difference.
For example, if you’re testing headlines, keep the visuals the same but try an informative vs. an emotive approach.
By keeping your variations focused and controlled, you’ll get clear insights into what drives higher engagement and better conversion rates.
📌 Pro tip: Instead of creating brand-new ads from scratch, take one high-quality UGC video and repurpose it into multiple variations by changing the hook, text overlays, background music, or CTA placement. This keeps production costs low while maximizing testing opportunities.
4. Run Tests
Now comes the exciting part: putting your variations to the test! This is where you let real audience data decide which version of your UGC ad performs best.
Use platform-specific A/B testing tools like Meta's Experiments Tool or TikTok's Split Testing feature to ensure accurate results.
Here’s a practical tutorial for A/B testing Facebook ads:
And another good one for TikTok:
For a fair comparison, keep all external factors consistent. Run both variations at the same time, with the same budget, audience, and placement to avoid external biases affecting your results.
Also, resist the urge to tweak things mid-test!
Give your ads enough time to gather meaningful data before declaring a winner. The goal is to get actionable insights that can guide your future marketing strategy.
📌 Pro tip: Besides platform-specific A/B testing tools, you can use ad mockup generators to test different variations. For example, inBeat.co free ad mockup generator lets you preview and test different ad creatives across multiple platforms to see what fits best.
5. Monitor Performance and Analyze Results
Now it’s time to dig into the data and see what’s actually working. The goal isn’t just to pick a winner but to understand why one version performed better than the other.
For this, track key metrics like impressions, clicks, click-through rates, engagement rates, and conversions.
If one variation got more clicks but fewer conversions, it might mean your CTA needs tweaking. If engagement is high but not leading to sales, your offer or landing page might need adjustments.
Look beyond just surface-level numbers. Identify trends, compare results across platforms, and use these insights to refine future UGC ads.
The more you test and analyze, the better your content strategy becomes over time.
📌 Pro tip: You don’t have to do this manually! Use free tools to track and analyze your UGC ad campaigns. For example, we developed these free marketing tools to help you measure performance, optimize creatives, and improve ad efficiency.
Best Practices for A/B Testing UGC Ads
Setting up an A/B test is just the beginning; how you run it determines whether you get reliable insights or misleading results.
To ensure your UGC ad tests lead to real performance improvements, follow these best practices shared by our inBeat experts.
1. Sufficient Sample Size
Let your test run long enough to collect meaningful data. A small sample size can lead to inaccurate results, making it hard to determine what’s actually working.
To get statistically significant insights, choose a large enough sample size that provides a reliable comparison between variations.
The more data you gather, the more confident you can be in your results.
2. Test Different UGC Creators for Authenticity & Performance
Not all UGC creators perform the same, and testing different creators can help you find who resonates best with your audience.
Some audiences might engage more with a high-energy creator, while others prefer a laid-back, storytelling approach.
A/B test ads featuring different creators, tones, and delivery styles to see who drives higher engagement, deeper connections, and better conversion rates.
3. Duration of Tests
Don’t end your test too soon! Some ads take time to gain traction, especially on social media platforms. Let your test run for at least a few days to gather reliable engagement metrics before making a decision.
4. Start with Image Ads if You Have a Low Budget
If you're working with a limited budget, start by testing image ads before moving to video content. They’re more cost-effective, allowing you to collect actionable insights without burning through your budget too quickly.
💡 P.S. Feeling overwhelmed by the entire process? Don’t worry! You can partner with expert UGC agencies. They help you test variations efficiently and scale high-performing content—so you get real results, not just experiments.
Common Mistakes in A/B Testing UGC Ads (That Could Be Hurting Your Results)
Even with a structured A/B testing process, you can unknowingly make critical mistakes that lead to wasted ad spend or underperforming campaigns.
Here are a few pitfalls that many overlook—ones that only come with experience:
1. Testing UGC in the Wrong Ad Format
Not all UGC ads work across all placements. Many brands test the same UGC video in Stories, Reels, and Feed ads without optimizing for each format. A video that performs well as an Instagram Reel may flop in a carousel ad on Facebook simply because it wasn’t designed for that experience.
Fix: Adapt UGC content based on platform behavior; test aspect ratios, duration, and pacing for each placement.
2. Ignoring the First 3 Seconds in Video A/B Tests
Most A/B tests focus on changing CTAs, descriptions, or video length, but the real deal-breaker is the first 3 seconds. If your hook isn’t engaging, the rest of the test results won’t matter because people aren’t sticking around to watch.
As a side note, that’s exactly why we’ve gathered a spreadsheet of high-performing hooks:
And why we ask our creators to test hooks like this:
Fix: Test different video hooks first before testing mid-video changes like testimonials vs. product demos.
3. Running A/B Tests Without Considering Organic UGC Performance
A huge mistake? Brands only test UGC in paid ads without looking at how the same content performs organically first. If a UGC video struggles to get engagement organically, it’s unlikely to perform well in ads either.
Fix: Analyze organic UGC engagement on TikTok or Instagram before using it in a split test.
Scale Your UGC Ads with Data-Backed Strategies by inBeat Agency
A/B testing is the key to achieving high-performing UGC ads that drive engagement, clicks, and conversions. By systematically testing key ad elements, you can refine your strategy based on real data instead of assumptions.
With the right approach, you’ll know exactly what resonates with your audience and how to optimize your UGC marketing efforts for maximum impact.
Key Takeaways
- A/B testing eliminates guesswork by helping you identify what truly engages your audience.
- Testing visuals is crucial—try different image styles, video lengths, and content formats.
- Copy variations matter—experiment with headlines, descriptions, and CTA wording.
- Ad formats impact performance—test carousel vs. single-image ads and Stories vs. Feed placements.
- Test different UGC creators to identify which style, tone, and delivery resonate best with your audience.
- Isolate one variable at a time to accurately determine what’s driving better performance.
- Gather a sufficient sample size to ensure your results are statistically reliable.
If you want to optimize your UGC ads with proven strategies, inBeat Agency is here to help. We connect brands with top-tier creators and run data-driven A/B tests to ensure your ads deliver real engagement and conversions.
Book a free strategy call now and take your UGC ads to the next level!
