User-generated content can give consumers unbiased information about a brand’s product

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 15, 2019, 12:07 PM UTC

53% of UK customers like to watch videos when researching a potential purchase.

A study cited in the piece has revealed that user-generated (UG) content and interactive videos are useful in engaging the attention of online shoppers. 53% of UK customers like to watch videos while researching a potential purchase.

47% of millennials have made a purchase upon watching a video. As per Studio Black Tomato, the impact of shoppable videos on purchase intent is nine times higher than non-shoppable videos.

UG content is produced by customer, unlike influencer videos which are sponsored by brands. It is capable of giving potential consumers genuine and unbiased information about a brand’s product. Companies can use the assistance of organisations like Olapic which helps retailers identify and authenticate UG content. 

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