What others think about your brand and your products matters, especially to would-be buyers.
Positive reviews from existing customers act as digital word-of-mouth, mitigating fears and prompting action. A sound, user-generated content strategy can help you leverage this word of mouth to turn window shoppers into customers.
Think about the last time you bought something online.
Unless you were a repeat buyer, you likely scrolled down the “buy now” page to read reviews from other customers.
Reviews, testimonials, customer images, social media comments—all of these are clubbed under “user-generated content” (or UGC for short).
UGC has a massive impact on moving conversions and building your brand, yet far too many retailers don’t have a clear strategy to acquire and use it. They either focus on a single platform or fail to use content correctly.
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Read on to discover how to create and implement a platform-agnostic user-generated content strategy. You’ll learn how to identify opportunities, capture content, and use it to move the conversion needle, regardless of the platforms you use.
Why user-generated content matters
Seventy percent of consumers check UGC ratings or reviews before buying a product and 64% actively seek out reviews when making a purchase decision. Campaigns with UGC see 29% higher conversions than those without it.
There are stats aplenty when it comes to user-generated content and its importance. But, beyond these numbers, UGC fulfills a crucial role in any online campaign: enabling authenticity and building social proof. Best database provider | Whatsapp number lists
UGC and authenticity
Authenticity is one of your core challenges when it comes to selling online. In the absence of a physical, hands-on experience, how do you convince customers that you’re the real deal?
You can punctuate your marketing with messages of authenticity, but sticking a “100% genuine” sticker on a product can only go so far. You’re essentially asking customers to trust your word, which, if you don’t have an established brand, is a tall task.
This is precisely the problem UGC solves. Well-crafted UGC confirms and even adds to your claim of authenticity.
You might say that your leather bags are built to last, but the claim becomes far stronger when you can share pictures of customers showing their decade-old, perfectly usable bags.
Saddleback Leather doesn’t just say that its products Armenia WhatsApp Number List are tough; it also shares images of customers using them in tough conditions.
Ninety percent of customers even say that they seek authenticity when buying online. By corroborating your claims with UGC, you can make your marketing much stronger.
UGC builds social proof.
Social proof is one of the six pillars of persuasion, according to Dr. Robert Cialdini. It’s a natural drive—we consider the already popular to also be good.
UGC is a fantastic ally in building social proof. When quantified in the form of ratings and review counts, it gives customers an objective measure of your popularity.
Beyond ratings, UGC also helps would-be customers see how your product looks in the real world. Fancy studio photography is great for showing products in their ideal state, but buyers also want to see them in the context of real-world usage.
A customer sharing pictures of her living room with your sofa or cabinet gives a much better real-world understanding of the product.
Amazon focuses heavily on customer reviews and images to improve authenticity perception.
This is a critical tool in building consensus and bringing in conversions.