Let’s look at some fresh, new data:
- Eighty percent (80%) of consumers look at ratings and reviews before making a purchase
- Sixty-two percent (62%) of consumers are more likely to click on content (like ads, websites, social posts, or emails) that feature customer photos over images created by brands.
People want to know what
customers are saying about your brand
It’s not a huge revelation – until you realize that 65% of marketers are not fully maximizing the power of user-generated content (or authentic ratings and reviews).
Smells like an opportunity to devour the competition – especially during a time when economic uncertainty is forcing marketers to tighten their budgets.
As Marty Neumeier once said:
When they Zig, you Zag.
How different industries repurpose UGC
In a world where every other brand looks and behaves the same, look for inspiration outside your industry. You may just discover ideas and strategies that could change the way you do marketing forever.
NSW National Parks ran a giveaway to capture UGC highlighting the incredible natural beauty found in their parks (and cause some real FOMO).
Thermacell, a magical device to repel nasty mosquitoes, repurposes UGC in a shoppable gallery on their website.
Chaco reshares shoppable UGC across social media – featuring real people sharing their experiences with their sandals in the real world.
Loews Hotels uses UGC in paid ads to drive more bookings.
Zoomtopia reshared UGC across digital screens to spark participation and boost engagement.
What do all these brands have in common?
Not only are they saving time (and money) creating content, but they can all take existing UGC beyond existing channels and cross-pollinate it across even more channels to maximize conversions within every stage of the marketing funnel.
Think product pages, print materials, in-store signage, or even a TV commercial – the possibilities are endless.
TIP: Ask customers to share UGC about your brand by adding your hashtag across your bio, website, packaging, etc. Over 60% of consumers wish brands offered more guidance!
For a deeper dive into this topic, read “How Different Industries Use UGC.”
Already have UGC pouring in?
Create your first gallery with TINT
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Until next time!