User Generated Content and eCommerce, or how do customers support online sales?

Content published on social media is impacting more and more aspects of their audience's lives. User Generated Content has become an integral part of the modern digital world, including e-commerce. What specific activities does the above concept conceal? What benefits can user-generated content generate for your eCommerce? Why should you bet on this strategy in your online store. You will find the answers to these questions by reading this article!

What does the acronym UGC hide? Definition of User Generated Content in eCommerce

Imagine you are in a store and you have a choice between two products with similar features. However, only one of them has something to its credit that cannot be overestimated - the opinion of a real user, which (according to a study by Podium) influences the final decision of 93% of consumers. How can you achieve a similar effect in your eCommerce?

You can get such an impression by betting on User Generated Content. UGC is nothing more than all content generated by users who are customers or recipients of a sales platform. This type of content is a direct reflection of buyers' experiences, opinions and impressions. In opposition to content created by, for example, popular influencers, UGC is created free of charge and voluntarily, so it not only represents the voice of the user community, but also strengthens their engagement and positively influences the level of trust towards the brand.

In other words, User Generated Content is a refreshed and technologically adapted look at social proof. According to almost 80% of shoppers (according to a report conducted by Steckel), User Generated Content has the greatest impact on the final purchase decision. Why? Consumers look for confirmation of the quality of products among people who have actually used or are using them - precisely the kind of information they can find in content published by other buyers.

What kind of content do users create? Types of User Generated Content

Have you ever found out about an interesting new product because you saw a friend recommending it on social media? Watching an unboxing video on YouTube reduced your uncertainty about items from a particular brand? A high number of positive reviews convinced you to buy a particular item? Each of these questions is related to User Generated Content, which continues to take on new forms. In the rapidly evolving reality of social media, customers have almost inexhaustible opportunities to create different types of content. The following are the most popular of these.

Textual content

It can be said that textual user-generated content is the foundation of UGC, as it was created earliest. These include comments and blog posts, reviews of products or services on an e-commerce site, or reviews of specific items. They are especially important when making purchasing decisions involving larger expenditures, as it is from them that one can learn the most about the details and specifics of products or services.

User reviews on mediaexpert.pl store page

Photos and graphics

Social networks, such as Instagram and Pinterest, abound with photographs created by users themselves. Selfies, product photos, creative compositions - all of these are confirmation of satisfaction with the order and largely intensify the desire to own a copy.

Photos of users on Zalando's official marketplace profile

Video

It is said that 2023 is the year of video - dynamic content is much more engaging than written content or even photos. Thus, they allow them to hold the attention of potential buyers for longer. Sites such as YouTube or now - TikTok gather an impressive community of both viewers and creators. Vlogs, tutorials, challenges or skits are just some of the forms in which UGC in the form of video gathers impressive numbers of views on the Internet.

Profile on Nike's TikTok platform

Unique forms

There are many other types of User Generated Content that play an important role in shaping the online community. These include podcasts, discussion forums and even apps and mobile games. Each of these forms of UGC has its own unique characteristics and attracts different -(often very narrow) audiences, making it easier to find the right niche for product promotion.

What makes User Generated Content different?

Having good quality products in your offerings that can respond to the needs of your potential audience is the foundation, without which it will be difficult to capitalize on grassroots referrals. After all, purchase satisfaction is the foundation of positive User Generated Content. But how do you encourage customers who are satisfied with the product (or the overall shopping experience) to create this type of content?

Building engagement requires a horizontal approach - it's worth focusing on both the platform design (e.g., using CTAs or allowing people to leave feedback directly on the product card) and developing UGC-based campaigns. A popular example of this type of action is, for example, campaigns encouraging people to post photos using a brand-dedicated hashtag on social media. Such strategies can bring many benefits to an online store. What exactly does eCommerce gain by betting on UGC?

Authenticity

Users share their real experiences and opinions, which attracts the attention of other people (including potential buyers). In addition, UGC is often more credible and genuine than traditional advertising or brand-generated content. This is what customers increasingly expect, especially representatives of younger generations - in a Forbes survey, as many as 84% of Generation Z consumers surveyed said they pay special attention to authentic content. For this reason, it's worth implementing a module in your e-store that allows you to leave reviews, so that your customers won't have to search the Internet (and leave your site) to find the information they're interested in.

The power of influence

User-generated content has the potential to reach a wide audience, build community engagement and influence purchasing decisions. UGC has also become a valuable tool for marketers, who are using it to build brand reputation, increase awareness and even create marketing campaigns based on the participation of customer-generated content. This is how fashion marketplace Zalando communicates, which both on its social profiles and directly on the platform shares photos of customers showing styles from purchased products.

Matching new communication channels

In the era of the development of social media platforms, User Generated Content is influencing the formation of customer opinions. Social media users are spending more and more time on these channels - according to statistics, they actively use such portals for more than 2 hours a day. Thus, UGC is a good idea to increase organic traffic to an e-store's website and social networks. This allows brands to benefit from authentic, useful and differentiated content, without having to commit financial resources to create it.

eCommerce + customer = perfect collaboration. Bet on UGC for online sales

If your customers are sharing photos of the products they've purchased, leaving positive feedback on the site or even making the effort to shoot a video, it means that your online store has an opportunity to use User Generated Content as an important part of your marketing strategy. UGC can contribute to gaining new customers while strengthening your brand image and bringing in real profits. For this reason, it is worth appreciating the content published by customers, using it on the website or social profiles of the e-store. Surely such cooperation with the client will result in satisfaction for both parties! Will you undertake it?