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Kate Musgrove
Consumers shopping today trust user-generated content (UGC) more than brand-generated content and brands that are connecting UGC across the shopping funnel are seeing the most success, according to Kate Musgrove, Asia-Pacific MD of Bazaarvoice.
UGC, defined as content created by the consumer as opposed to the brand, can take the form of everything ranging from a text, image or video post on social media, a question and answer on a blog or forum, a review or testimonial of a product or service or more.
Most importantly, this content generated by ‘users’ is both organic and original.
Musgrove said that when it comes to eCommerce – an area supercharged by the pandemic – UGC is helping brands to driving success in the form of conversions.
“If we look at our network of brands we work with at Bazaarvoice, we can see that the conversion impact for products that have reviews as a form of UGC are converting 144% higher than those that don’t have UGC,” she said.
“Not only are they converting higher, but shoppers are actually spending more as well – they’re spending on average 162% more. The brand is getting that much more revenue per visitor when they engage with UGC.”
Musgrove said that research from Bazaarvoice shows that 78% of consumers trust what other shoppers are saying over what a brand says.
“There’s this real content deficit because you see brands spending all this money on their own content and advertising, yet on the other hand, consumers are actually trusting what other shoppers are saying about products,” said Musgrove.
She said that one of the key benefits of UGC for brands is in its ability to drive reinvestment in the marketing dollar.
“If we look at how a post performs, a regular post that a brand does, we’re seeing consumers are 77% more likely to buy if there’s UGC in that post,” said Musgrove.
“Particularly in a time where you’ve got this global macro-economic pressures, where with every dollar spent you want to carefully…
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