What Is the Value Of User-Generated Content?

What Is the Value Of User-Generated Content

Which would you believe more: a static business advertisement or a genuine post from a regular person? Clearly, the latter! This is where authenticity is found. A pushy salesman on the product pages is something nobody likes to see. There are more sophisticated choices available – User-generated content, for instance.

The product you just received is so cool that you want to showcase it on your YouTube channel or make an Instagram reel. This is user-generated content and is quite popular in the eCommerce biz. If you haven’t jumped into the boat, now is the moment.

This blog will discuss user-generated content (UGC) and why it helps businesses boost sales. Let’s talk about it!

What is user-generated content?

User-generated content, also known as consumer-generated content, is unique content created by a brand’s customers rather than the brand itself. After that, it is posted on social media or other websites. UGC can appear in various shapes, such as images, videos, testimonials, comments, threads, podcasts, and anything else that promotes a good or service.

What makes user-generated content so pivotal?

UGC has existed for as long as there has been content. And we have always yearned to voice our opinions. We swarm to contribute to our preferred venues through letters to lovers, novels to readers, and social media posts to followers.

If properly tapped into, UGC can be a wonderful tool for companies. As savvy marketers, UGC has become popular and for a good cause. 92% of customers place greater faith in user-generated, original content than they do in conventional advertising. UGC can save your time and money and improve your image.

But, hold on, there’s more.

Authenticity at its best

It’s a race to the top for audience interest between brands. Consequently, buyers are becoming increasingly choosier about brands they connect with, mainly Gen-Z.

And original content is beloved not only by customers. 60% of marketers feel that effective content must have value and sincerity. UGC from your consumers is the only sort of content that feels real. In the end, people mostly depend on word of mouth. Take UGC as that.

A social marketing strategy based on authenticity is now more important than ever, as customers trust user-generated content 2.4 times more than content produced by businesses.

The customer is the centre of attention 

The desire to flaunt is instinctive, and nothing exemplifies this more than the popularity of the selfie on social media. People always need to show their followers that they’re experiencing something extraordinary. There is nothing more motivating than validation.

Recently on Instagram, brands or regular people can collaborate with other people by tagging them in their posts. This drives more visibility and strengthens the relationship between the two parties. This is community-building, something which is beyond materialism on social media. This increases the likelihood that consumers will curate and share more content. In essence, a brand never runs out of content. UGC sharing inspires more UGC creation.

 Sends a gesture of trust

It’s no surprise that most individuals are skeptical of marketers or advertising, given the increase in fake news after the global pandemic of 2020.

More than ever, brands must put in more effort to develop a reputation for reliability. Furthermore, 93% of marketers believe that consumer trust in user-generated content is stronger than in brand-generated content, implying that UGC is the highest accuracy for businesses looking to raise their trust rating.

Similarly, people would consult their close ones, and audiences consider UGC a green flag. UGC is like a personal recommendation – by a person to a person. 50% of millennials rely on their shopping decisions on the advice of their relatives and peers.

Builds brand equity 

When customers value your product, your brand equity increases, giving your company a competitive advantage.

For any e-biz, establishing a powerful brand is essential because it can immediately influence the cost and demand for your goods or service.

Building corporate image through sustained UGC sharing is a solid strategy. Impartial reviews from customers can increase brand equity and encourage trust and awareness.

For example, SUGAR Cosmetics’ following has increased to 2.3M followers as it reposts or shares images & videos of customers using its products.

Better than influencer marketing 

Influencer payout is really expensive. But the cost for consumers to post about your products is minimal – almost nothing!

UGC is an affordable option to expand your brand and add a fresh marketing approach to the game. Also, you can create brand pictures and other campaign-related content without having to pay a pricey design business. Consumers consider UGC to be 9.8 times more convincing when choosing between two products than influencer content.

Your customers are your valuable people, so connect with them. Share their content on your channel; they’ll love it for sure!

As smaller brands or burgeoning brands have less capital with them, UGC is more successful in the way of brand recognition.

Skyrockets conversion 

Brands can see a significant increase in conversion by merely showcasing UGC. Look at these impressive stats:

UGC X Social media X E-commerce 

Since the advent of social media, brands can showcase their products more to the customers, and consumers are constantly doing social commerce. It means making direct purchases through social media.

Consider pausing when browsing Instagram to look at a pretty new dress. You click to get additional information about the product, choose to buy it, and finish the transaction through the app.

Since UGC influences conversion rates, social commerce and UGC complement one another well. User-generated content and social commerce are a perfect combination because over 80% of users agree that UGC influences their purchasing choice.

Best Practices For Using User-Generated Content On Your E-Commerce Site

It’s common knowledge that high-quality content can attract a lot of visitors naturally, leading to high organic traffic. The appropriate type of organic content, alongside advertising initiatives, can inexpensively introduce a brand to new audiences throughout the web.

Unfortunately, brands and marketers still have a hard time coming up with content that is interesting for their audiences. Among the many difficulties that modern marketers confront is coming up with content that people really want to see. To be more precise, marketers have trouble both creating enough content and creating material that people really want to consume. However, online retailers have a leg up on many other brands, particularly those that offer tangible products. When you employ user-generated content in your online shop, you can save time and money on content creation since it already exists.

Having a customer witness a real person using a product increases the likelihood that they will buy that product. Taking cues from Instagram and other popular social media platforms, UGC is becoming important for e-commerce and online marketplace platforms.

By channelling happy customers into persuasive endorsements, UGC can be a powerful marketing and conversion tool. In this article, we’ll go through the best practices for encouraging user-generated content on your e-commerce website. 

  • Showcase Customer Photos on Product Listings

High-quality photos are an asset to every single product page. Based on previous case studies, VMO presented data indicating that selecting the right photos can boost conversions by up to 40%. Every other online brand, however, uses photos of higher quality. You can make your items stand out by avoiding the manufacturer-supplied photos and focusing on what your consumers want. Begin by turning your customers into models. Consumers are far more likely to buy your product after seeing it being used or worn by actual people. In addition, it can aid in communicating a certain message while promoting your brand and marketing.

  • Exhibit the merchandise in order to attract new customers

While it’s reasonable to assume that highlighting the features of your product in any category is a tried-and-true method of increasing exposure, the reality is very different. Traditional approaches are being supplanted everywhere by user-generated content. Many D2C brands are seeing a rise of about 29.45% in online conversions when they incorporate user-generated content, suggesting that users increasingly see this kind of content as more useful and trustworthy than that produced by professionals. What’s more? UGC, in the guise of ratings and reviews, is used by approximately 71.4% of online purchasers before making a purchase, so putting it into practice seems like a great idea. Therefore, it is true that UGC reviews are achieving remarkable success rates and providing crucial information on a product that aids in the acquisition of new consumers.

  • Integrate UGC with Ecommerce Ads

There are no restrictions on utilising user-generated material on your website. If you want to expand your consumer base, you need to start thinking beyond the box of your online store. Using user-generated content in advertising campaigns yields far greater returns than just sharing it organically through social media networks, which is still a good practice. Keep in mind that buyers place more value on the thoughts and opinions of their counterparts than on brand promotion, therefore include reviews in your advertisements.

  • Dedicate one specific page on your website for user-generated content 

Have a page on your website that is solely devoted to user-generated content, and organise all of that content so that it is easy for your audience to locate. Furthermore, content placement on important key pages is also recommended. Make your Instagram profile “shoppable” by connecting posts there to your product pages, and you can use it to generate leads on Instagram as well. This will be of much greater benefit to you if a significant portion of your Instagram followers are also your best customers and often post material related to your merchandise. 

  • Email campaigns 

Emails used for marketing and sales are ideal for displaying user-generated material and re-engaging former consumers by reminding them of the amazing products that you offer. If your email marketing initiatives are not generating the needed return on investment, it is possible that it is time to try something else. You can try focusing your emails and messages on user-generated content in order to boost sales and encourage consumers to come back.

  • Include images with product reviews

User-generated content in the form of reviews is particularly simple. Your brand produces reviews by delivering exceptional customer service and high-quality goods. The email follow-up and social interaction can encourage further testimonials. Choose an integrative review platform that lets users contribute photographs and even videos to their reviews if you want more compelling feedback. Customers are eager to express their feedback, and this is significant. 77% of shoppers believe that real photographs from other customers have a greater impact on their purchasing choices than professional store photos. In a separate poll, 40% of respondents said that rich user-generated content (pictures or videos) would likely influence purchasing choices. The more information your customers provide in addition to their reviews, the better your online shop will be.


The use of user-generated content as a marketing technique is gaining popularity. You can increase your website’s and social media’s traffic, leads, and, ultimately, revenue by re-sharing content that your satisfied customers have created (with their permission, of course). Customers are far more inclined to buy a product if they can see a genuine person using it. UGC can enhance the credibility of your e-commerce website and facilitate the development of strong connections with your most loyal customers.

Top Ways To Leverage User-Generated Content For E-commerce In 2022

What do customers really want to hear or see? From actual people, actual experiences. That conveys greater trust and credibility.

No matter what invention is given to Earth, humans need unbiased feedback from people beyond businesses to support their assertions. People do not consistently purchase from your brand as the product line is great. They stay owing to the positive effects your product or service leaves in their lives. It could be the aftereffect of using your product, the money saved, or simply the happiness they get from buying from a mom-and-pop business. 

The customer-centric approach needs to be the core of the online business, otherwise, it can’t survive. In this blog, let’s explore the User-Generated Content (UGC) real-world importance in brand exposure. 

What is User-Generated Content (UGC)?

User-generated content (UGC) is any content curated by individuals who are often your customers in exchange for anything in return. 

  • Reviews and testimonials
  • Pictures
  • Thread posts
  • Videos
  • Blogs

User-Generated Content (UGC) is a legitimate marketing ploy, not a flimsy gimmick. According to data, more than 80% of consumers say UGC influences their purchasing choices. To further understand the term, let’s look at how Instagram, one of the social media platforms, effectively uses user-generated content by culling it from most likely pictorial sources. The visual media on Instagram is highly relatable to users or new joiners. 

Since eCommerce relies on internet shopping to exist, it is imperative to stay moving at all times. Join the journey with user-generated content to ensure your sustainability. To progress successfully, these are the best ways.

Best five ways to use UGC for eCommerce boost 

Influencer marketing 

UGC and influencer marketing differ, but the two can complement each other.

When it comes to user-generated content for eCommerce, customers tend to trust other consumers’ opinions more than companies’ thoughts. You can convince potential customers to buy your product by having folks test it out and then having them provide an unbiased review through videos.

Your finest user-generated content (UGC) will likely come from those micro-influencers with 100,000 followers or less. The engagement rate of micro-influencers is 700% more than that of mega-influencers. This suggests that they have more sway over the audience.

No matter what, anyone who has a compelling narrative to share holds power to convince people, including your customers and employees. And amassing this content for use on websites, social networks, and sponsored content may say a lot.

Email campaigns 

Since every e-commerce store has an email marketing plan which includes newsletters, launches, promotions, and more, email is a great way to inject UGC. This builds the value of a brand.

For instance, abandoned cart emails can do more than just highlight the perks. Businesses can use videos of real customers using their products or services to give an honest review of the aftertaste of that product. Introduce new products with testimonials and reviews from first-movers and influential people.

Social media 

Start by looking through all the social media accounts where you have been mentioned or featured. Depending on the brand, Instagram or Twitter may be the preferred social media platform. Take notice in the way your consumers are interacting with or saying ‘words’ about your product. 

Make sure your followers tag your profile when they share content. Incentives such as freebies and ongoing contests could also be used to motivate employees. Targeting varied demographics and groups through Omni-marketing channels is always a good idea.

Product Pages

Conversion rates can increase by 40% when the proper pictures are used on the product pages. But if every other eCommerce website uses images, what makes you unique? Instead of using the products’ static advertising shots, as a brand, you can use images of your consumers. When real consumers are shown using and endorsing a product, it inspires confidence and interest in it.

Additionally, the placement of the picture is crucial. Use photos at the top of the product page wherever possible. This receives the most publicity.

UGC page

A dedicated page just for UGC is advantageous because the customers can directly access it. Post the content where it is supposed to be, not just to influence the customers too hard.  

Brands can also turn their Instagram profile into a “shoppable” one and link posts to product pages. The active followers will surely love this, and this can be helpful to you in several ways. 


UGC does more than just provide your brand with a steady supply of helpful information; in the end, it also indicates consumer loyalty. UGC can enable you to establish confidence, reduce purchase cycles, and increase brand awareness. UGC is undoubtedly the most effective approach to persuade potential customers to buy something from your e-commerce store. If interested buyers can observe the product being used by a regular person, their chances of making a purchase go way up. UGC can offer your e-commerce website greater credibility and assist you in creating strong bonds with your most precious customers.


A Guide To User-Generated Content For E-commerce Businesses

Put on an outfit, snap a photo of it for your “OOTN,” and post it on Instagram. You’re all set! You just created User-Generated Content. People were interested in it, inquired about the dress, and purchased it from the brand you mentioned. Here’s the brand advocacy! This is how UGC works – boosting e-commerce sales effortlessly.

User-generated content (UGC) is a commentary about your brand written by your target audience. Because it is real and has a strong hold on customers, user-generated content is in high demand by brands. It can be used in various contexts and is authentic, pragmatic, and customizable. In comparison to standard ads, UGC ads have click-through rates that are four times greater and cost-per-clicks that are 50% lower.

Let’s take four use cases to leverage UGC in skyrocketing sales


Authentic (re)posts

Considering how heavily people are influenced by the views of their friends and followers, an organic social has an even greater impression. For example, in the fashion industry, brands tend to beautify zero-size models, but since consumers have become more “woke,” brands have started asking regular people to upload images without editing. This has greatly promoted self-love and, of course, brand sales.

It immediately begets more trust and legitimacy than an ad or sponsored promotion. User-generated content is used as a sales gimmick by 86%+ of businesses. In addition, user-generated content gets 28% more interaction than branded content on social media networks.

You create a personal line of contact with your audience when you share UGC on the social media accounts associated with your brand. This can inspire other creators to take part and show their creativity. 

Acquiring customers

The charm and force of user-generated content are known to all contemporary businesses. Consumers are 92% more likely to believe personal recommendations than information derived from any other source.

UGC is more effective at influencing Millennials and Gen Z than mainstream marketing because it is seen as more credible and raises market presence, likeability, and buying impulse. In an internet shopping procedure, UGC raises conversions by 10%. Conversions are up 74% with on-site evaluations.

Customer journeys can be enriched by authentic user-generated content.

UGC for social proofing

Majority wins? People typically imitate the behaviours of the majority more often. How does this relate to e-commerce? It implies that user-generated content (UGC) marketing offers consumer approval for your goods or services. A vast range of user-generated content, including comments, packing/unpacking videos, and Instagram Reels, impacts new buyers.

Buying habits are greatly influenced when you see how others enjoy your goods or services. It is possible to strategically use UGC marketing to increase targeted traffic and build social proof for your company. The conversion rate of customers who see UGC is 161% higher than those who do not see it.

Close-knit community

The true objective of UGC is to create an inclusive and supportive community for your company. It can demonstrate the values of your community and the aura surrounding your brand.

Constructive UGC strengthens a company’s ecosystem. When businesses connect with their consumers, endorphins are released. This is certainly relevant when brands feature photos or videos of their audience. User engagement and brand loyalty are increased as a result.

How can you harness UGC to better the brand image and foster community involvement? The customer is the king. Simply providing a participation medium is insufficient. Encourage audience interaction and extend that encouragement over time. Solicit feedback from your users and request them to be involved in curating content. Always appreciate them for sharing.

The UGC world is too big. If you don’t want to get lost, rely on Fluenco.  

User Generated Content Strategy: Creating A Strategy That Converts

User-generated content (UGC) is the backbone of marketing through micro-influencers, customer advocates, or celebrity endorsements. This is hardly a huge surprise, either. It’s an efficient kind of interaction because it’s a two-way street: marketers connect with fans who showcase their product or service organically, and those fans, in turn, become seen, highlighted, and may even create their own followings. Since the pandemic, user-generated content has revolutionized the social media engagement between businesses and their customers.

This is our purpose for being here. Through user-generated content, we want to assist you in converting consumers into brand ambassadors. Before we dive into the specifics of our how-to, though, it’s important that we define user-generated content and discuss some of the dos and don’ts of distributing it.

What is user-generated content (UGC)? 

User-generated content (UGC) refers to the content about your brand that is created by a user rather than an employee of your company. It might be a social media status update, an online review, a product video or picture, a podcast, consumer feedback, etc. User-generated content is any content that features your brand but is not produced in-house.

Since user-generated content is experience-driven and honest, it is typically seen as more credible, trustworthy, and genuine than brand-pushed marketing content. For these reasons, marketers actively seek out this kind of valuable user-generated content.

Step 1: Choose campaign-relevant social networks

It’s crucial to know where your audience and advocates are on social media. Instagram is wonderful for sharing visuals, but I question whether your target audience is there. When picking a social network, think about your audience and objectives. A study suggests that 86% of customers are more inclined to pick a brand they follow on social media. Selecting a network and developing a social environment to offer information and communicate with consumers helps you stand out and build long-term partnerships. Not only should marketers consider where they have an existing social presence, but also where their customers want them to interact more.  

Step 2: Set defined objectives for user-generated content

Like any other component of your content strategy, the success of your UGC plan requires clear objectives and rules. Certainly, UGC tends to be informal and spontaneous. But brands can use it to comprise a larger portion of their entire business plan. Here are some typical user-generated content objectives that correlate with wider social media objectives:

  • Boosted conversions – UGC and social commerce combine well. People rush to social media for research in competitive industries. 53% of customers follow businesses on social media to learn about new items. Unboxing, reviews, and social takeovers can boost marketing conversions.
  • Greater brand engagement – Setting engagement as a UGC marketing objective is wise. Influencers’ material sparks discussion. More likes, comments, and mentions indicate success. However, you need the proper social media analytics tools in order to measure your progress.
  • User education – Start by monitoring social media for typical inquiries and issues about your brand. You can determine if the same questions are asked before and after your UGC campaign by listening to discussions. Influencers excel at breaking through the clutter and offering a concise response.

Step 3: Inform your audience of the content you require

50% of customers want brands to instruct them on the sort of content to generate and share. How will your audience know to contribute user-generated content if you don’t explicitly inform them? Whether you’re requesting consumer photographs or feedback, your advocates need precise direction. Be upfront with brand guidelines about UGC. There are several strategies to promote user-generated content, including campaign hashtags and social media competitions. With a single hashtag, you can direct your audience to produce content inspired by your campaign and generate targeted attention.

Step 4: Encourage customers to generate content in the form of videos

Video is a very successful method for generating user-generated content regardless of the subject matter. It can facilitate a connection with your audience in ways other media cannot. Videos made by your audience have a greater chance of becoming viral and being widely shared, both of which will increase your audience size. UGC videos provide authentic viewpoints on your products, so bolstering the legitimacy of your business. They provide trustworthy insights into your brand’s authenticity and integrity, enhancing your brand’s reputation. The use of user-generated content videos is preferable to more conventional forms of marketing since they allow you to interact more effectively with your target demographic and demonstrate your consumers’ loyalty.

Step 5: Showcase your products to customers without losing their interest

An overwhelming majority of social media users (57%) say that “too many advertisements” is the main reason they stop following brands. Frequent self-promotion is a certain way to lose followers and annoy your intended audience. The manner in which brands display their products must be subtle, or consumers will swiftly abandon them. 

User content fills this need. Customer-generated content is a win-win for businesses and their audiences since it demonstrates the value of items without seeming too promotional. Today, your audience demands more than simply a product. They’re looking for hands-on time with your product. Companies should make the most of each chance they have to expand their sales efforts beyond standard product pages. Use a real-world location to showcase your items for a more striking visual impact and to enable your audience to better see themselves as part of your brand’s community.


User-generated content can boost your business’s visibility and brand image, giving you a competitive advantage. Using the aforementioned tips, you can harness user-generated content to establish a solid online presence and increase audience engagement. There’s no one-size-fits-all strategy for collecting user-generated material. Your UGC approach depends on your company objectives and audience. Effective approaches may guide your UGC activities. Include user-generated content in your digital marketing plan and expect favourable outcomes since authenticity governs marketing.

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