How to benefit from user-generated content in e-commerce?
User Generated Content (UGC) is now not just a trend, but a key element in e-commerce, having a real impact on consumers' purchasing decisions. As many as 79% admit that content created by other users significantly influences their choices, with UGC being nearly 10 times more effective than influencer marketing, according to Stackl's research. This shift shows how authenticity and community engagement can transform online sales strategies.
As many as 79% admit that content created by other users significantly influences their choices, with UGC being nearly 10 times more effective than influencer marketing, according to Stackl's research.
What is user-generated content? Examples of use
User-Generated Content (UGC), or user-generated content, is an invaluable source of authenticity and engagement in e-commerce. Here are some examples of how UGC can be used:
1. On social media:
Unboxing: This is a popular video where users document the unboxing of a product. They often share their initial reactions and emotions, which adds authenticity and builds excitement around the product.
Posting with Brands: Users often post photos or videos of products, tagging brands. This is a great way to show the product in real-world use and inspire others.
Product tests: Users review and test products, sharing their honest opinions. Such content is valuable to potential customers looking for independent opinions.
Contests and challenges: Brands often hold contests where users can share their own content related to the product or brand. This not only generates UGC, but also increases engagement
2. On e-Commerce platforms:
Reviews and testimonials on the store page: Very important for potential customers; can include detailed comments, photos of products in use, and even video.
Q&A: Q&A sections where current users answer questions from potential customers, creating a valuable product knowledge base.
User photo galleries: Some online stores display galleries of product photos uploaded by customers, which shows the product in different settings and from different perspectives.
Guest blogs and articles: Publish articles or blogs written by users, which may include tips, guides, or stories related to the product.
Why does UCG work and what are the benefits?
User-Generated Content (UGC) is enjoying tremendous success in the e-commerce world, largely because of its authenticity, which appeals to the millennial generation and Gen Z. Both of these groups are often skeptical of traditional forms of advertising, but are more likely to trust brands that garner positive reviews and are recommended by actual users, underscoring the importance of micro-influencers.
It turns out that people between the ages of 18 and 34 trust UCG content as much as positive reviews from friends and family. If the same message comes from a brand - it is considered marketing, on the other hand, if the sender is a community then the content is perceived as social proof (social proof of rightness).
Key Benefits of UGC:
Authenticity: UGC is created by real users, which makes it more credible and persuasive than traditional ads. Its non-commercial nature makes the content more persuasive to potential customers.
Trust: When consumers see other people actively using and recommending products, their trust in the brand increases. This is especially important for younger generations, who value the opinions of peers and real users.
Microinfluencers: UGC often comes from microinfluencers, or users with a smaller but engaged community. Their reach may be smaller, but their recommendations are perceived as more sincere.
Cost-effectiveness: creating UGC doesn't require a lot of money
How can you take care of user-generated content in e-Commerce?
Managing User Generated Content (UGC) in e-commerce requires a strategic approach and an understanding of how to engage customers with content. Here are some ways to effectively acquire UGC:
Encourage customers to leave feedback: Requests for feedback sent after a purchase are one of the most effective ways to generate UGC. Automated messages asking customers to rate and review a product can be easily implemented using plugins for e-commerce platforms.
Feedback forms: Make sure the feedback forms on your site are simple and easy to fill out. Focus on collecting key information, minimizing the number of required fields.
Consumer trend analysis: Recognize when and why your customers are most likely to generate content. This could be related to specific events, holidays or important moments in their lives. Understanding your users' motivations and preferences will help you develop effective strategies.
Unique hashtag: Create your own hashtag to build a community around your brand. Hashtags not only increase engagement, but also help catalog your content on social media.
Strong calls to action (CTAs): Place catchy and precise CTAs in strategic locations to encourage users to create and share content.
Events and promotions: Hold events or promotions that encourage users to create content. You can also offer rewards or perks for participating in these activities.
Influencer partnerships: Work with influencers who fit your customers' profile and can authentically promote your products.
Customer contests: Hold contests where customers can get creative and win prizes for the best content.
Community building: Create a space where customers feel valued and are willing to support your brand, such as by sharing their experiences with your product.
Showcasing customer photos: Use customer photos on your site to show how products are used in real life.
Remember to thank customers for their contributions and always respect their content copyrights. Creating a thoughtful UGC strategy can greatly enhance your brand in the e-commerce world, building trust and authenticity.
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At ClawRock, we understand the importance of using UGC in your e-commerce strategy. Our team of specialists will help you use these techniques in the most effective way, tailoring them to the specifics of your brand and the needs of your customers. Feel free to contact us to learn more about how we can support your business in building a strong online presence and engaging your community.
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