User Generated Content (UGC) is content generated by users. These can be photos, videos, opinions… They are published on social networks or even on a brand’s website.
They are real marketing levers for the brand image, but not only.
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In his latest guideMeltwater, a leader in business intelligence, reveals how to use UGC to attract and convert more customers.
Improve the physical point of sale experience
Although one might think otherwise, UGC is not limited to e-commerce. Indeed, it is possible to use user-generated content to achieve different goals in physics. Among them, the increase in sales. However, this requires being completely transparent with buyers. Meltwater’s white paper reveals that 92% of them trust recommendations from other people, even those they don’t know. They prefer personal opinions to content created by brands.
Faced with this observation, World Duty Free uses in-store digital signage to show content created by Internet users: videos, testimonials, reviews, etc. A positive opinion from a customer can encourage a hesitant consumer to check out. It’s more convincing and honest than a sales pitch.
Attracting shoppers to your store is one thing, but retaining them is another. To do this, you have to offer them an interesting experience, which UGC can help with. For example, US donut chain Krispy Kreme engages and entertains customers by posting user-generated posts on a wall tagged with the brand’s hashtags. This way, buyers feel noticed and involved. It is also a simple and inexpensive way to promote new products.
In this guideyou will find that UGC is also effective for:
- Attract more visitors through brand activation;
- Build trust in the brand;
- Build loyalty and defend their long-term interests.
Meltwater gives you many examples of brands to inspire you. To know them all, just download the white paper.
UGC to attract and convert more customers online
UGC can also give a huge boost to e-commerce. It is used in particular to convert more customers, and this, on different channels: websites, newsletters, emails… The white paper indicates that the inclusion of consumer opinions on product pages can increase conversions by 74%.
User-generated content can also be reused on social networks. It’s a good idea to add an instant purchase link when the customer is most likely to buy the product.
Brands sometimes use UGC to maximize sales for holidays like Black Friday and seasons. Sharing customers’ posts about gifts they’ve bought for loved ones in the past, for example, can convince people to pick up a product when the time comes.
This guide will let you know the other three reasons why you should consider UGC in your e-commerce strategy:
- Convert more customers;
- Increase the time spent on your website;
- Obtain information and ideas for new campaigns.
In the last part of this whitepaper, Meltwater also explains how to become omnichannel at a lower cost. You will get advice on setting up omnichannel and UGC to boost your business. For all the tips from the experts, download this guide.