of respondents look at user-generated images for inspiration once a day or more! While
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of millennials (18-24 year olds)
who trust UGC over other
forms of media say it’s
Given the proliferation of social networks, brands have a unique opportunity to communicate in more visual, credible ways with customers. The adage, “people trust people, not brands,” rings true as social media and user-generated content (UGC) influence the buying cycle in profound ways.
User-generated content has become a source of authentic inspiration for brands’ customers. Friends, family members, and even casual internet acquaintances are influencing discovery and purchase behavior throughout the buying cycle.
said they bought a product after seeing it featured in UGC
After the point of discovery, brands can integrate UGC into campaigns designed to drive users down the purchase funnel.
of respondents say they
trust UGC over branded
assets, editorial content,
Through promoting its hashtag #TexasToDo across channels like email, social, and print brochures, the brand was able to collect and curate UGC to inspire its visitors to discover Texas and all it had to offer, just like a local.
Did You Know?
Through encouraging new parents to share photos of their little ones enjoying its products, the brand was able to collect UGC to activate prominently in its email campaigns and its mobile app. Through activating UGC across channels, the brand found increased engagement and inspiration for its users, and was also able to enhance its shopping experience through rich content and an increased personal connection.
NYX was seeking a seamless way to produce & feature high-quality, authentic content that would inform their customers’ purchase behaviors and brand experiences
Shoppers who engage with UGC on NYX’s site convert to customers at a rate 320% higher than shoppers who don’t
Who is Sharing?
NYX customers that interacted with UGC had a 93% higher average order value than those who didn’t
are more likely to buy a product after seeing it featured in a positive
or relatable user-generated image
seek inspiration from UGC at least 2-3 times a week.
Through activating UGC across multiple channels, consumers are exposed to real visual use cases at every touchpoint, making them more likely to purchase a product or experience because they can better relate and understand it.
As giggle grew its brand, the company was looking for a way to engage customers and drive an emotional connection with its products, to better integrate them into customers’ families and lives
Visual storytelling is one of the oldest methods of communication known to man and is making a comeback in today’s marketing ecosystem.
Knowing this, let’s dive into the journey of UGC to learn about its conception, multi-channel uses, and ability to enhance marketing experiences to increase customer engagement and ROI!
Types of UGC preferred most by respondents:
26% increase in total website page views on desktop since the campaign’s launch
74% of global respondents have uploaded a photo hashtagging a brand.
*An online survey of 15 questions was completed by a total of 4,578 active social media users (defined as those who use social media at least once a week) between the ages of 18 and 49 in the U.S., U.K., France, Spain, Germany, and Sweden.
While browsing online, users can encounter customer photos and videos in a myriad of places, including website galleries, product pages, social advertisements, and even in-store.
By activating UGC in promotional emails, retargeting ads, social ads, or other channels, brands can display a consistent and authentic message that will give consumers confidence and bring them back on-site during the decision-making stage.
Olapic helped collect and activate 24,000 photos posted with #TexasToDo on its website
Respondents trust images of
other consumers on social
media 7x more than
Texas Tourism wanted to make its website the go-to source for the most trusted tourism information, providing visitors with visually stunning content that encouraged them to explore the state “like a local.”
Millennials have the biggest appetite for UGC with 55% looking at it at least once a day.
are more likely to buy a product across verticals when endorsed by a real person
Knowing that makeup can be a difficult thing to purchase online, the brand integrated its fans’ UGC into the e-commerce experience to provide a realistic and accurate portrayal of what its products look like on users with similar features. They extended the digital experience in-store to provide shoppers with UGC as they browse to drive inspiration and engagement.
2.5% increase in conversions when customers interacted with UGC
of US respondents would be more
likely to buy a product after
seeing a positive or relatable
piece of UGC online
49% want to express appreciation of the product featured and 28% do so if they ‘look good’ in the product.
11% increase in sales after interacting with UGC
What makes consumers share this branded UGC on social?
By deploying user-generated content across channels, brands drive more realistic depictions of products or experiences, and customers can learn how a shirt may fit, which shade of makeup works with their complexion, or if a travel destination will give them the desired experience.