Photo by CoWomen from Pexels. There is no denying that user-generated content converts far more effectively than branded content alone. Essential for driving awareness, consideration, and sales, UGC is your most powerful content marketing tool. User-generated Content and Buying Decisions User-generated content is proven to help drive conversions and sales.
This strategy is a win-win because not only do your brand fans feel like they are part of your brand, but 60 percent of consumers believe UGC is the most compelling kind of marketing content. Also, 79 percent of consumers say that user-generated content highly impacts their purchasing decisions, meaning the addition of UGC to your site can lead to more revenue for your company.
Using the content your customers are freely creating about your brand is also a very cost-effective strategy over creating and purchasing all of your website visuals yourself. So your team has decided to feature visual UGC on your website. But before you begin looking for solutions to help you accomplish this, think about why you want to feature user-generated content on your website in the first place. Is it because you want to showcase your products or brand experiences in real life?
Do you want to make your customers feel more involved with your brand? Maybe your main goal is to increase online conversions? Or perhaps a combination of all these things?
Your goals should help you determine where and how you leverage UGC across your website. Need to boost conversion rates on product detail pages PDPs? Try showcasing relevant social proof alongside your professional product imagery. Make a list of where you want to place UGC on your website pages, detailing where this content will be located on the page. How will you determine if plugging user-generated content onto your website is an effective strategy for your brand?
Think about what success in featuring UGC on your website looks like to your business—more conversions, lower bounce rates, a reduction in return rates, more time spent on site, higher-order values, etc.
Write these metrics down along with the numbers you would like to achieve with user-generated content on your website. Be sure to benchmark, and then track progress as you go.
Will this person be on the marketing team? And is it going to be the responsibility of several people or just one individual? Will it be with a UGC tool? Will it be manual? How much time will need to be spent on this on a weekly basis? Okay, so now you know where you want to place user-generated content on your website and the metrics by which you will be measuring success.
Now for deciding what types of visuals should be featured on your UGC-focused pages. Determine what you want that UGC to look like. Maybe you want people displaying your products in real-life scenarios, or in particular places? This is where employees have access to content to share or create their own with social commentary. If you want to focus more on customers too, there are a few user-generated platforms to consider too. Like any strategy your business explores, setting goals will help you build the strategy and keep everyone focused on what needs to be accomplished.
Aiming to accomplish as much as possible is an ambitious strategy, but start with some specific benchmarks in order to maximize your net returns. Your company goals for UGC could include: more brand engagement, improved brand reputation, increasing conversion rates, being more educational and interesting to audiences, improving ROI of content costs and time , developing more brand trust, etc.
Twenty years ago, there were no social media marketers. And in the couple of decades since the profession was invented,…. From luxury fashion brands in the world of eCommerce to your local food truck or cafe, just about any business has something to gain through UGC.
Check out how 14 brands are ruling instagram with their UGC strategies here. Each of these stats paints a clear picture of the future of content marketing and eCommerce at large.
In fact, we learned that social users are five times more likely to make a purchase after clicking on a User Generated photo. To make our data set we took 18 of the best performing brands currently using the Photoslurp platform. All 18 brands integrate the Photoslurp platform onto their product pages, allowing online customers to see images of specific products which originated on Instagram. This gives us the most reliable set of images available for us to do our analysis, a total of images.
UGC images achieve an average of And of course, this is not entirely surprising. Well, consider first that User Generated photos allow brands to show off their products in a real-world setting.
The beauty of UGC is that it can be used beyond the confines of a social feed, too. For example, check out how Brownie implements a lookbook of UGC on-site to show off their products and satisfied customers:.
This lookbook is not only for inspiration, visitors can buy the products featured in the User Generated images. User Generated Content provides a follower-friendly avenue to make purchases.
Regardless of how you personally feel about selfies, they undoubtedly represent one of the most popular forms of UGC. Well, consider that through selfies nearly three-quarters of all social users already are creating UGC themselves.
Quite the opposite, actually.
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