Make your content more effective, more efficient and a lot more fun.
Post-pandemic your customer needs authenticity and more user-generated content.
Creating good content is HARD!
If you're tired of breaking your back - and your soul - trying to create impactful content for your business only to get lukewarm results, I've got the answer to your content marketing prayers.
User-generated content.
A recent post-pandemic consumer behaviour study by Stackla has revealed:
User-generated content is more influential than ever, and it’s the secret to your content marketing success.
User-generated content (UGC) is any content—text, videos, images, reviews, testimonials, etc.—created by your customer or end-user, rather than created by you as the brand, an influencer or professional third-party.
With the rapid rise in online shopping comes new challenges for your customer. They can't physically see, touch or try on the items they're considering. UGC offers them a transparent, and trusted, view from family, friends and peers on these unknown elements.
The new world brings new behaviours and expectations:
88% of consumers say authenticity is important when deciding which brands they like and support.
59% say the content they find most authentic is UGC.
What type of content do consumers find most authentic in 2021. Source Stackla.
80% said they would be more likely to purchase from an online store if its website had photos and videos from real customers.
UGC is 8.7x more impactful than influencer content and 6.6x more influential than branded content in consumers’ eyes.
79% of people saying user-generated content highly impacts their purchasing decisions.
What is the most impactful content to influence purchase behaviour
Most people (66%) say they’ve been inspired to purchase from a new brand after seeing social media images of that brand from other consumers. This increases with Gen Z (73%) and Millennials (67%).
58% of customers have left an eCommerce store without purchasing because the site didn’t have reviews of photos.
How to stop your customer from abandoning cart with user-generated content
Providing user-generated content also fuels loyalty, with 61% of consumers more likely to buy from a brand if they were invited to be part of the content creation.
62% of consumers are likely to join an advocate community to actively help create content for the brand.
Your customer has spoken and they want to see more content from fellow customers and they want to be part of your brand story.
It’s time to embrace user-generated content, and I hope this report has convinced you how valuable UGC can be to your content marketing strategy and your business as a whole.
If you’d like to check out the full report from Stackla you can download it HERE.