Instagram’s branded content ads let advertisers easily connect to creators while maintaining brand control and performance visibility. Updates to Facebook’s Advantage+ campaigns bring new A/B testing features. And studies show that consumer trust in UGC drives purchasing decisions. Get details on these trends and more in our August 2022 roundup for mobile app marketers.


August 2022 Mobile App UA and Creative Roundup

See UGC-Style Ad Creative in Action

UA and Creative Trends in August 2022

facebook advantage+ app campaignsFacebook Updates Advantage+ App Campaigns

Get guidance on bulk ad creation, 7-Day click attribution, and campaign level A/B testing.

UGC-Style Ad CreativeUGC-style Ad Creative Earns Consumer Trust

Only 19% of consumers find brand-created content to be authentic and 77% prefer to purchase from a brand that markets with UGC.

Instagram Branded Content AdsInstagram Updates Branded Content Ads

Advertise through creator accounts while maintaining brand control and performance visibility.

TikTok & Mobile Games in July 2022 Infographic[Infographic] TikTok & Mobile Games in 2022

Understand TikTok ad placement, targeting, and creative tactics along the user journey.

For apps and mobile games looking to scale their paying user base, look no further than TikTok. Skeptical about the platform? TikTok owner ByteDance generated $1 billion of player spending across its mobile games in the last year.


Consumers Prefer UGC to Brand Content

UGC Brand Trust

Despite strict brand guidelines demanding highly polished marketing assets, only 19% of consumers find brand-created content to be authentic, according to Social Media TodayIn contrast, nearly 80% of consumers say that user-generated content highly impacts their purchasing decisions.

Similarly, a 2022 survey on consumer buying decisions found that for brands incorporating UGC into marketing initiatives:

Read the full article for more on UGC and consumer trends.


On-Demand Webinars 


Explore our On-Demand Webinars here, including our most popular topic ever, Influencers vs. TikTok: Get the Right Ads For Your Brand.

Performance marketers using influencers for direct response campaigns must focus on how over who: how well ad creative performs, regardless of who is in it. Based on managing $3.5 billion in creative and paid social spend for the world’s largest mobile apps—including $102 million on TikTok— we are sharing expert recommendations on advertising with talent-driven and influencer-style ad creative.

Watch this webinar to learn about:

  • How influencer-style and user-generated content work together
  • How to focus on people over product
  • When to use actors instead of creators to minimize brand risk
  • The value of scripts vs. improvisation
  • How much of your brand is too much

Check Out Our Creative Reels!

Reels May 2022

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Creative & UA Best Practices For Facebook, Google, TikTok & Snap ads.

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