Many e-commerce brands build trust and gain loyal customers through user-generated content. Our newest blog post walks you through UGC and how to use it for your brand.
Today, people constantly share their lives online through social media, YouTube, and more. From #OOTD fashion posts and celebrity cosmetic reviews to smartphone unboxing videos, this user-generated content (UGC) is everywhere.
When combined with a well-designed e-commerce website, UGC can greatly enhance the shopping experience and boost sales. Let’s explore how to harness UGC for your brand.
Think of UGC as real stories from your customers about your brand or products. It could be a photo or video of someone using the latest facial wash, a glowing review of a mirrorless camera, or a testimonial about a new smartwatch.
UGC is widely recognized as the most trustworthy, genuine, and insightful content. It shows how valuable your customers are and what they think about your brand. This type of content delivers what e-commerce brands need most: trust, information, and authenticity.
Ultimately, featuring UGC on e-commerce sites is a powerful strategy for retailers seeking optimal results in a fiercely competitive market.
If you still need that extra push to share others’ thoughts about your brand, here are four great reasons why user-generated content is important for e-commerce success.
When UGC is showcased on your online storefront and social media pages, it signals that your customers love your products and find them valuable in their daily lives.
A short video of a travel content creator using a new smartphone with advanced cameras speaks volumes more about the product’s quality and utility than a simple, anonymous review.
Outside of e-commerce platforms, you can meet your target customers on social media. However, fewer eyes will be on your social media accounts fast if you share picture-perfect shots of your products.
Many look past the most attractive models and engage with images of real people, which UGC offers without your brand producing content all the time.
When skincare influencer Alexa Johnson (@glowopedia on Instagram) discovered that Crayola sold glitter sunscreen, she had to buy it and tell her followers about it. The result: a quick look at how the product worked for her, with Crayola tagged in her content.
View this post on Instagram A post shared by Alexa Johnson (@glowopedia)
A post shared by Alexa Johnson (@glowopedia)
UGC in e-commerce also leads to life-long relationships between your brand and its customers. To illustrate, let’s dive deeper into our smartphone review example.
If a random follower of our fictional travel influencer saw their review, their interest and curiosity may peak. They buy the phone, try it, and love using it, convincing them that the brand is a good choice for mobile photographers and to buy a new phone from it in the future.
Simply put, UGC connects people to your brand and, in the long run, makes them anticipate your next offers every time.
UGC is a powerful tool for brands on social media as it prompts people to visit their profiles and discover why their friends, family, or favorite celebrities endorse them. This boosts engagement and drives traffic to business pages.
UGC can be categorized into organic and paid types. Organic UGC, created by customers, includes:
Screenshot from Crate & Barrel
Paid UGC is gaining popularity, especially among newer brands with smaller customer bases. Dedicated creators produce content for brands, which can be as authentic as organic UGC.
These creators may be hired or collaborate with your brand if it has garnered a following. Once chosen, their content can be shared on your website or social media profiles to enhance brand visibility and credibility.
Ready to win potential customers over with UGC? Here’s how to use it to your advantage.
Before sharing customer experiences on online channels, identify your target audience and their preferred content-sharing platforms. Social media is highly effective for UGC, allowing audiences to easily connect with your brand.
UGC isn’t limited to social media platforms, though. Other platforms like Yelp or Google reviews give you more opportunities to use UGC.
While competitor analysis is typically associated with SEO, it can also be instrumental in leveraging UGC to drive results.
Identify brands for your competitor analysis that effectively share user-generated content (UGC) online and study their successful strategies.
Some questions to ask during a competitor analysis for UGC include:
If you’ve already identified your target audience and learned how UGC is used, you’re ready to create a UGC campaign.
One great way to collect UGC is to craft brand hashtags like Coca-Cola’s #ShareACoke or Calvin Klein’s #mycalvins. Encourage your followers to post about your product or service with your brand hashtag in their captions.
For your UGC campaign, you may need a UGC platform to organize everything or ask customers to share their experiences directly with you. Using UGC platforms means fewer resources spent on producing and rolling out UGC campaigns. Furthermore, they’re packed with multiple tools to make your campaign stand out.
Once you’ve created your UGC campaign, it’s time to publish it on your website and other channels, including social media, emails, and paid ads. Also, keep an eye on your campaign’s performance and work on what needs to be improved.
UGC is more than people raving about your product or service. From positive user reviews to round-ups of the best retailers or service providers in your industry, this type of real-life content helps you build and deepen your relationship with your customers. It all starts with the right content format and an effective strategy.
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