Why User-Generated Content Is So Important Consumers

Rely on UGC More Than Ever…

We came across a survey of consumer behaviors from the firm Stackla this week that we knew you’d love.

 

What they found when they surveyed over 2,000 consumers is that they overwhelmingly respond to user-generated content

 

User-generated content is any content that’s created by people instead of brands. 

 

An excellent way to incorporate UGC into your website or content is by using case studies, testimonials, or other forms of social proof.

 

People want to hear from other customers and REAL people who have bought an item or service. Those personal messages resonate much more with customers than brands or companies telling people they should buy something. 

 

The same survey showed that 64% of Gen Z and 60% of Millennials have left an eCommerce store without purchasing because there was no UGC on the page.

 

We’re always encouraging students to use social proof whenever they can. Today’s data shows exactly why.

UGC offers the authenticity and personalization consumers seek

Despite the amount of budget brands allocate toward professional photography and influencer marketing these days, only 19% of consumers find brand-created content to be authentic, and a mere 10% say influencer content resonates as authentic with them. 

 

The majority of respondents indicated that user-generated content (UGC) resonates as most authentic, with nearly 80% saying UGC highly impacts their purchasing decisions, making it 8.7x more impactful than influencer content, and 6.6x more influential than branded content in consumers’ eyes.

And according to online shoppers, the global pandemic has only served to amplify the influence of UGC. 56% of consumers say they’re more influenced by social media images and videos when online shopping now than they were before the pandemic.

The majority of respondents indicated that user-generated content (UGC) resonates as most authentic, with nearly 80% saying UGC highly impacts their purchasing decisions, making it 8.7x more impactful than influencer content, and 6.6x more influential than branded content in consumers’ eyes.

And according to online shoppers, the global pandemic has only served to amplify the influence of UGC. In fact, 

56% of consumers say they’re more influenced by social media images and videos when online shopping now than they were before the pandemic.

With online shopping, people can’t physically see, touch, or try on the items they’re considering. They want to know how a jacket fits on someone with a similar body type, what that shade of lipstick looks like on someone with their skin tone, ​or how much space a couch takes up in a living room that has similar dimensions to theirs. UGC offers people an unvarnished, and trusted, third-party view on these unknown elements, helping to bring products to life for them in ways that feel real and relevant. 

When asked, 72% of consumers said that real customer photos and videos are the content they most want to see on eCommerce sites. Furthermore, 80% said they would be more likely to purchase a product from an online store if its website had photos and videos from real customers.

Just how important is UGC to today’s online shoppers?

Important enough that 64% of Gen Z, and 60% of Millennials, indicated that they’ve left an eCommerce store without purchasing because the site didn’t include customer photos or reviews.

The message from consumers is clear: the presence or lack of UGC can make or break brands, especially as we head into the holiday season.

Consumers want to play an active role in creating the brands they love

User-generated content is abundant enough to scale across multiple marketing initiatives, and continuously feed brands’ evergreen need for fresh content. Plus, using customer content to market to other people doubles as a great customer loyalty strategy

You can read the full report here 

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