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  • Writer's pictureEmma

Why You Should Be Using User-Generated Content in Your Marketing Strategy

Updated: 6 days ago

If you've been paying attention to trends on social media, you've probably noticed an increase in video content across all platforms. In fact, video content accounts for over 80% of content consumed by audiences today. Our attention spans are shortening, so grabbing and holding a person's focus for long enough to convey your message is becoming harder and harder. But arguably, one of the best ways to do it is through moving pictures, AKA video.

Implementing video into your marketing strategy is crucial in today's digital age. And ensuring that content resonates with audiences is even more important. Consumers are savvy, and they want content that they can relate to. The good news is you don't need a hefty budget to create video content anymore. The most relatable and affordable content you can create is user-generated content.

What You'll Learn:

A lady sitting on her sofa talking into a camera on a tripod
Image Source: @lemaret-pierricks-images

Why Use User-Generated Content?

User-generated content (UGC) refers to any form of content created by customers or fans of a brand. This can include reviews, photos, videos, social media posts, and more. UGC has become increasingly popular in recent years, and for good reason—it can be an incredibly effective strategy for eCommerce businesses.

A woman wearing a white bath towel with her hair wrapped in a white towel holding a blank bottle of blue liquid
Image Source: @yevhen

1. Builds Trust and Credibility

One of the biggest benefits of UGC is that it can help build trust and credibility with your audience. When potential customers see real people using and enjoying your products, it can help them feel more confident in making a purchase.

This is especially true if the UGC comes from people who are similar to them in some way (e.g., same age, same interests, etc.). According to a study by Olapic, 56% of consumers say that user-generated photos and videos are more trustworthy than other types of content.

2. Increases Engagement

Another benefit of UGC is that it can help increase engagement with your brand. When customers see that you're actively encouraging them to share their experiences with your products, it can make them feel more connected to your brand. This can lead to more likes, comments, and shares on social media, which can help increase your brand's reach and visibility.

A woman on her phone smiling while social media likes and comments icons float out of the phone screen
Image Source: Urupong by @gettyimages

3. Provides Valuable Feedback

UGC can be a great source of feedback for eCommerce businesses. When customers leave reviews or share their experiences with your products, it can provide valuable insights into what's working and what could be improved. This can help you make more informed decisions about product development, marketing strategies, and more.

4. Creates Authentic Marketing

One of the biggest challenges for eCommerce businesses is creating authentic marketing that resonates with their audience. UGC can help solve this problem by providing real, authentic content that showcases your products in a natural way. This can be much more effective than traditional marketing tactics that rely on staged photo shoots and overly polished content.

How to Implement UGC in eCommerce?

There are many ways to incorporate UGC into your eCommerce marketing strategy. Here are a few simple ways to start.

1. Encourage Reviews

One of the easiest ways to start incorporating UGC into your marketing is to encourage customers to leave reviews on your website or on third-party platforms like Yelp or Google Reviews. You can also send follow-up emails after a purchase asking customers to leave a review.

Someone holding a phone with reviews popping out of the screen
Image Source: B4LLS by @gettyimages

2. Create a Hashtag Campaign

Creating a branded hashtag campaign can be a great way to encourage customers to share their experiences with your products on social media. You can ask customers to use the hashtag when sharing photos or videos of themselves using your products and then feature the best submissions on your own social media channels.

3. Host a Contest

Hosting a UGC contest can be a fun way to engage your audience and encourage them to create content related to your brand. For example, you could ask customers to share photos or videos of themselves using your products in creative ways and then offer a prize to the best submission.

User-Generated Content is an Effective Marketing Tool

User-Generated Content can be an incredibly effective strategy for eCommerce businesses looking to build trust, increase engagement, and create authentic marketing. By encouraging customers to share their experiences with your products, you can create a more personal connection with your audience and gain valuable insights into what's working and what could be improved. So, start incorporating UGC into your marketing strategy today and see the benefits for yourself.

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