West Elm Is Lifting Sales by Using Customers’ Instagram Photos in Facebook Carousel Ads

Return on spend better than normal

West Elm, the furniture and housewares retailer, has been consistently testing user-generated content (UGC) across channels for the last few years, mining pictures from the #mywestelm hashtag. More recently, it found a sweet spot by employing UGC from Instagram posts in Facebook carousel ads, which allow marketers to use multiple images in a single ad unit which viewers can swipe through. 

@Chris_Heine Christopher Heine is a New York-based editor and writer.