Brands can create beautiful content featuring well-lit product photos and dazzling descriptions, but it’s not always enough to win consumers’ hearts. 

Many shoppers have a healthy amount of skepticism when it comes to brand-provided images and descriptions, but user-generated content (UGC) can sway them in a positive direction. 

Content generated by consumers has the authenticity that brands sometimes lack. UGC offers consumers a first-hand take on products from real people — helping them make a final decision (and purchase).

Here’s a breakdown of the fundamentals of UGC, tips for using it to your advantage, and three examples of user-generated content expertly executed.  

What Is User-Generated Content (UGC)?

User-generated content (UGC), also known as consumer-generated content, is content created by consumers to discuss a brand’s product or services.

UGC isn’t limited to one content type and typically includes: 

  • Blogs
  • YouTube videos
  • TikTok videos
  • Instagram posts
  • Lifestyle images
  • Customer reviews and testimonials
  • Live stream videos

These content types can be broken down into three different categories: blogs, social media, and customer reviews and testimonials.

How Does UGC Support Conversion and Build Trust?

Omnichannel commerce has created a nonlinear shopping journey that puts customers in the driver’s seat. They have a wealth of options at their fingertips and can afford to be choosy. This doesn’t always bode well for customer loyalty.

Building consumer trust is the best method for improving loyalty, but it needs to be gained strategically and organically. 

According to Salsify’s “2022 Consumer Research” report, 30% of German shoppers, 44% of French shoppers, 46% of U.S. shoppers, and 47% of shoppers in Great Britain will pay more for a brand they trust — so it’s worth the effort.

Word of mouth is one of the most powerful tools a brand can use to promote its products. Media research company Nielsen backs this up: 88%…

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