West Elm recently took a different approach to social media marketing by using user-generated content to create its new Facebook carousel ads. Although West Elm has already made a name for itself by sharing user-generated content across its platforms, the latest ad campaign represents the first time the furniture retailer has used such an approach to customize its Facebook ads.
West Elm's new ad campaign involves using Facebook carousel ads, which is a tool that allows brands to add multiple images to a single ad unit. West Elm began the new campaign by testing whether its user-generated content or its regular Facebook content would attract more hits in the carousel format. The company determined that user-generated Instagram posts were far more popular among consumers and thus began curating images from real consumers to use in the ads. West Elm director of social media and digital content Aaron Able explains that the user-generated images work "because it looks like what people expect in a Facebook news feed. It's a natural space."
The user-generated Facebook ads thus demonstrate how retailers can personalize their social media campaigns by taking advantage of user-generated content in a new way.