The Power of User-Generated Content

In today’s omni-channel marketing landscape, consumers engage with brands on multiple platforms. Accordingly, user-generated content (UGC) has become one of the most efficient forms of visual and social merchandising. When your brand utilizes UGC, it leverages the power of authenticity, driving engagement at a much higher rate than a characteristically branded post.

Incorporating UGC into your marketing mix invariably drives results. Online conversion rates increase 2X when brands market with their customers’ photos, and 80% of a marketing campaign’s impressions come from its social reach. There is nothing more authentic than using real customer photos to sell your brand, product, or service. Customers prefer and trust visual reviews: shoppers who interacted with a customer photo were 2X more likely to purchase.

Actress @arden_cho giving a ride to our pierced Flirting backpack is just on 🔥🔥🔥 #ChiaraFerragniCollection

A photo posted by Chiara Ferragni Collection (@chiaraferragnicollection) on

Whether or not they intend to do so, when your customers post about your brand on social media, they become advocates for it. Correspondingly, in harnessing this authentic content, you give potential online buyers the social proof they need to confirm their purchase decisions. When customers see a brand genuinely engaging with an advocate on social, it helps to build trust, credibility, and validate the brand’s online presence. UGC is also incredibly cost-effective. With so many high quality images being generated by users, the necessity for staged visual content is negated.

We all seek out social proof when making purchase decisions. Harness this content for your eCommerce brand and reap major rewards.

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