Love multiple UGC submission? Discover which content resonates best, drives more conversions, and helps you make data-driven decisions.
So you end up receiving multiple pieces of content from creators and love more than one -this shouldn’t be a dilemma but a perfect opportunity for A/B testing.
You’ve worked with some fantastic UGC creators, and suddenly you’ve got a few standout videos that all hit the mark in different ways. Instead of struggling to pick just one, you can use this as a chance to test, learn, and ultimately optimise your ad performance.
Here’s how A/B testing can turn that “which one do we choose?” moment into a strategic advantage that makes your campaigns stronger and more effective.
When it comes to ad spend, no one wants to throw money at something that’s not working. A/B testing lets you play around with different versions of your UGC ads, so you can see what actually resonates with your audience. By splitting your audience and running both, you can see which one is driving more clicks or sales and then push your budget behind the winner.
The beauty of A/B testing is it gives you a direct insight into what your audience really wants. You can test different styles, tones, or messaging in your UGC videos to find out what gets people to stop scrolling and pay attention.
Maybe your audience loves videos that tell a story, or perhaps they prefer quick, punchy clips that get straight to the point. Each video can highlight different themes, tones, or messages -some may focus on product features, while others might highlight lifestyle benefits or emotional appeals.
Don’t forget, just because one piece performs better doesn’t mean the other isn’t valuable - now you’ve got insights for future campaigns too.
Each UGC creators has their own style with the ability to film content variations, which means every video can offer something different. A/B testing is your opportunity to maximise the value of those partnerships. Instead of picking one video that ticks the box, you get to explore the full range of what your creators bring to the table. Plus, it keeps the creative process collaborative -you’re showing your creators that their input is valuable, and you’re giving yourself the best chance to find content that truly resonates.
Testing variations can also reveal which creator best connects with your audience, giving you clear guidance on which creator you’d like to add to your roster and work with for future campaigns.
Launching an ad campaign with only one video puts all your resources behind a single concept, which may not resonate with your audience. A/B testing keeps you on your toes, allowing you to adapt quickly when things shift. If one video suddenly stops performing as well because the trend it’s based on dies out, you can quickly swap it with another version that’s more current. This approach keeps your brand agile, letting you pivot and adjust based on real-time performance data rather than guesswork.
Thriva, a brand offering at-home health test kits, is a standout example of A/B testing UGC effectively. When they wanted to test different hooks for their UGC videos, they came to us with a clear strategy: use varied hooks but keep the rest of the content consistent.
The Solution: We connected Thriva with three creators, each tasked with creating a video featuring a different hook. The content was delivered quickly and met the brief, allowing Thriva to review and select the best-performing variations.
The Result: Once the videos went live, Thriva found that the hook "Ever wish you were more proactive with your health?" performed the best. This insight helped them refine their approach and optimise future content.
Twirl is your go-to partner for UGC. Whether you're a brand, agency or a UGC creator, we bring together 2000+ talented creators to produce authentic, scroll-stopping content for ads, websites, emails, and social channels.