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Making the Valuable Visible: Why Brands Must Display UGC

UGC selfie

If a tree falls in the woods with nobody to hear it, does it make a sound? If a customer posts a complimentary message about your brand on social media and nobody reads it, is your digital marketing really up to scratch?

Making the valuable visible and bringing user generated content to the fore of digital strategy is a crucial update for online brands. With users increasingly overwhelmed by the sheer volume of brand-owned content out there (and steadily reaching “peak content”), the returns on investment many brands are seeing from traditional content marketing are dwindling.

Simultaneously, this oversaturation of the digital sphere has made users ever-more sceptical and cynical about promotional content – even content which doesn’t feature a strong sales push. The outcome? Digital consumers are turning to real people for recommendations and reviews when it comes to sourcing products and services online.

From friends using social media, to favourite bloggers, industry influencers on Twitter, Instagram crushes and beloved YouTubers, it’s these “Real People” whose online word now carries the most weight and instils the most trust. Today, the most valuable content a brand can deploy is user generated (UGC).

Why UGC is unignorable

Time to crunch some numbers to illustrate precisely why UGC is such a valuable asset and why it’s more important than ever before for brands to make this valuable commodity visible.

  • Product videos can seriously boost sales

If you’ve ever watched an unboxing video or a video review of a product on YouTube, you’ll appreciate the value of an (apparently) unbiased showcasing of a product. According to Octoly CEO Thomas Owadenko, 52% of consumers now claim that “watching product videos makes them more confident in their purchase decisions“. Enhancing access to positive UGC videos of this ilk – especially close to checkout – could seriously boost a brand’s conversion rate

  • UGC boosts dwell time, engagement, click-throughs and conversions

The impact of using UGC can be momentous, particularly in light of how simple and affordable it is to embrace. According to Salesforce, websites with UGC galleries see their visitors stick around for 90% longer, while UGC-oriented social campaigns record a 50% rise in engagement. In email campaigns UGC increases click-throughs by 73% and the inclusion of UGC in a digital buying journey lifts conversions by 10%. Not too shabby, eh?

  • UGC is cracking for conversions

This eye-opening post from Good Vidio reveals some very promising statistics relating to UGC and conversion rates. Incorporating UGC photographs into product pages can increase conversions by 25%, particularly in the case of clothing, jewellery, footwear and beauty products. Overall, consumers who see UGC while shopping online are 4.6% more likely to convert. Those who actively interact with UGC while shopping digitally are 9.6% more likely.

Putting UGC in the spotlight

So far, so impressive. But how can brands begin to put UGC at the front and centre of their digital marketing? There are many options worth considering, many of which will be more or less appropriate for businesses of different types….

  • UGC product images and reviews

As revealed in Good Vidio’s post, including photographs of products shot by consumers is a powerful conversion booster – particularly in e-commerce settings. Harnessing the power of Instagram is a great way for brands to start collecting and curating UGC of this variety, especially when using a helpful identifying hashtag.

  • Harnessing the homepage

The latest Miappi survey revealed that users are increasingly moving from social profiles back to websites when it comes to keeping up with their favourite brands. Showcasing social content – especially UGC – on homepages or prominently elsewhere on site, is a powerful way to combine social resources and make UGC very visible.

  • Broadcasting on the big screen

Brands which host “IRL” events or operate from physical premises can go the extra mile to connect with target markets using UGC. Displaying UGC on digital screens in store or at events is a unique way to boost consumer confidence, nurture customer relationships and increase brand engagement

Using a social media aggregator

Making use of a social media aggregation tool, like Miappi, is a quick and effective way to embrace UGC. Completely customisable, this type of technology allows brands to import content from all of their social channels, handpicking the messages and UGC they want to show off and shout about. From big screens to homepages and landing pages, these dynamic and vibrant social walls are fast becoming a must-have tool for digital marketers keen to make the valuable visible.

Ready to squeeze some serious juice from your UGC? Take our user-friendly technology for a spin. REQUEST A DEMO and a member of our team will get back to you as soon as possible.

Contact us: Why not get in touch to discuss how Miappi could help you increase the reach of your social media? Miappi Ltd. Level 5 22 Upper Ground London SE1 9PD Tel. +44 (0) 203 6374360