A recent study found that consumers who engage with online reviews are more likely to purchase from the company, as well as recommend it in person or mention them on social media pages like Facebook. UGC (User-Generated Content) has been known by many different names such as “online reviews” when discussing their impact within eCommerce companies.
When the pandemic hit, many consumers became less influenced by advertising and marketing. Brands have struggled to keep up with this change in consumer behaviour as it becomes more difficult for them than before due to their customers being so polarized about how they feel about different products or services these days – some will buy no matter what while others won’t even step foot into your store if you don’t carry something specific down from catalogues!
But how has the 2020s changed people’s relationship with shopping and discovery? What implications will these trends have for this upcoming holiday season, as well as in years to come?
A new data report from Stackla offers insight into these questions and reveals that not only are surges in online shopping here to stay but also today’s consumers want brands who provide them with more authentic personalized experiences.
The survey of more than 2,000 consumers found that 83% believe retailers need to provide them with a better shopping experience. 70 out of 808 people said it’s important for brands and sellers to give customers personalized experiences, or user-generated content.
User-generated content offers the personalization and authenticity consumers seek
Despite the amount of budget brands allocate toward professional photography and influencer marketing these days, only 19% of consumers find brand-created content to be authentic. For those who do indeed resonate with this type of authenticity in their purchasing decisions; 10% think it feels like they’re hearing from someone else.
GoPro has long been known as a company that values customer input. As such, they have provided opportunities for their customers to upload content and promote themselves in it through the use of this brand-focused UGC initiative. The result is an amazing collection including jaw-dropping images and videos from people all over Instagram who happen to own or enjoy using one (or more) GoPro product(s). These consumers are ambassadors for the brand. They’ll do anything to promote it, and they’re truly passionate about what GoPro enables them in life.
The majority of respondents indicated that user-generated content was the most authentic and influential form for brands, making it 8.7x more powerful than influencer marketing or branded media in consumers’ eyes​.
The pandemic has only served to amplify the influence of user-generated content. In fact, 56% of consumers say they’re more influenced by social media images and videos when online shopping now than they were before this global epidemic took hold in our society.
When asked, 72% of consumers said that they would be more likely to purchase a product from an online store if its website had photos and videos from real customers. Furthermore, 80% responded positively to sites that provide ample content with authentic material showing the products in use or on display as opposed to those containing generic images typical of stock photography libraries.
The research also shows that 64% of Gen Z and 60% of Millennials have left a site without purchasing because they didn’t see customer photos or reviews.
User-generated content is a gold mine for brands looking to scale across multiple marketing initiatives. And continuously feeding their need for fresh, evergreen material can only benefit these companies in so many ways: not just does it keep them on top with what the latest trends are and who’s talking about them but also doubles as an excellent customer loyalty strategy.
The Brazilian superstar, Pamela Drudi, is capable to create great user-generated content with her posts on Instagram for brands like DaBelle.
Brands need to start strategically using user-generated content if they want their eCommerce experiences today. Those who do will boost sales while also forming meaningful connections with customers, but it’s not enough for them just to be creative. Brands must aspire higher than ever by creating authentic content that shoppers crave.
Why User-Generated Content benefits from influencers
Brands can now tap into the power of influencer marketing, aligning themselves with dedicated artists whose fan base perfectly matches their target audience. This means that while user-generated content is free for both companies and consumers alike, brands are able to have an input on who will be sharing it or how they present this information through a partnership.
Daniel Wellington has one of the most powerful social media strategies, by partnering with influencers. The watch company started by partnering with micro-influencers and using the hashtag #danielwellington, which led to buyers also use the hashtag on social media. This increased their visibility in the market. Then, with time, they started partnering with bigger influencers. This type of content promotion was great to stand out from competitors.
Another brand that focuses on User-generated content through influencer marketing is Red Bull. The brand connects with influencers of different types, especially in the sports sector. From surfing, with Carissa Moore, to football, with Neymar, Red Bull is one of the most well-known brands in the market. The brand is also one of the biggest event organizers at the moment, with more than 100 events annually from different sports and in different countries.
Bold Creators Club can help you reach your goals
Dealing with social media influencers is not always easy. Actually, most of the time, companies and influencers can’t communicate clearly, as there is a lack of a cultural, linguistic, and social bridge that connects both.
When it comes to Latin influencers, this communication barrier is even bigger. Not only because a lot of people in countries like Brazil or Colombia don’t English, but also because these countries are highly multicultural, with cities with completely different styles, slang, social and cultural movements within the country.
In the case of Brazil, this aspect is so strong that there are even completely different cultures within the same city, in big metropolises like São Paulo or Rio de Janeiro.
It is really hard to keep up with the constant changes in the pop culture and in the internet world, so contacting an agency whose job is to always be updated about what the influencers are doing, how is the stability in the country, and more important information for your company, is the best strategy.