Consumers are captivated by authentic content that speaks directly to their needs and values. They’re also increasingly selective about the brands they interact with and purchase from.
UGC can be an image, video, testimonial, blog, review, or social media post. This unfiltered feedback highlights pain points, uncovers opportunities, and guides product enhancements.
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Increased Engagement
UGC resonates with customers because it embodies authenticity. The relatability and genuineness of photos and visuals that come from users versus brands themselves is what truly sets it apart, and this authentic approach builds trust and credibility that leads to increased engagement and sales.
Using UGC also introduces variety to your client’s content strategy, which is essential to keeping their audiences engaged and interested. From photos, videos, reviews, and testimonials to blog posts, comments, and social media shares, the diversity of UGC adds dimension to your client’s marketing campaigns.
The leveraging UGC is proven to increase conversions for brands and retailers, as seen in the 102.4% lift in conversion on product pages that display this type of content compared to pages without UGC. Plastering UGC on your client’s website is a simple yet effective way to help them drive more visitors and conversions in the long run.
Increased Conversions
When consumers look for product reviews and experiences before purchasing, UGC is often the most prominently featured content. Reviews power many stages of the shopper journey; the more engagement with them, the more significant the impact on conversion.
The key is to keep the user experience in mind and not over-manipulate the content or turn it into a commercial. Consumers will recognize if something is staged and won’t trust it as authentic.
One way to do this is by featuring UGC on product pages, including a Questions and Answers section where shoppers can browse questions that have already been asked and answered or submit their queries. Another way to do this is by leveraging the power of community on social media, encouraging interaction between brand followers and their peers. This builds a sense of shared identity and helps to increase brand loyalty. As a bonus, it also drives higher engagement for your clients’ other content campaigns.
Increased Loyalty
UGC’s authenticity in marketing campaigns can boost brand loyalty and encourage repeat purchases. It also builds customer trust and credibility, as they see genuine reviews from people who have used and benefited from the product or service.
Aside from testimonials, other forms of UGC include photos and videos. These visuals offer a real-life glimpse into the use and impact of products or services and are often more relatable than ads. They also tend to generate higher search volume and drive more qualified traffic.
To generate user-generated content, brands can create fun and unique experiences for their customers and then encourage them to share their experiences with the brand online. Increased Brand Awareness
UGC taps into the creativity and authenticity of a business’s customers. It also gives brands a platform to build community and establish brand trust. Authenticity matters, especially in the digital age, when people don’t trust marketers and other professionals as much as they do peers.
For example, a campaign allowed customers to personalize their bottles and share photos on social media, driving engagement and helping the company reverse declining consumption. Brands also use UGC to showcase their products’ appearance to consumers.
When individuals create UGC, they often include keywords that align with the product or brand, increasing website traffic and search engine optimization. However, businesses should always review and verify the accuracy of the content before publishing it on their websites. This is important to protect against infringement and avoid violating intellectual property laws. This includes obtaining permission from the original creator and providing proper credit.
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