Marketers must leverage user-generated content to drive sales post COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 04, 2020, 9:35 AM UTC

87% of consumers rely on social media posts to decided what to buy as per a cited report.

This article states that with increased online engagement amid the pandemic, brands must leverage user-generated content (UGC) to build trust and enhance conversions. Using authentic UGC can help brands cost-effectively build trust and create long-term relationships with consumers during and after the pandemic.

When businesses return to normalcy, UGC can help brands validate re-engagement and provide social proof of return of consumer activity. Marketers can capitalise on UGC to foster confidence among their consumers by sharing authentic experiences.

The author contends that post-pandemic, brands would need to work harder to capture consumer attention, build long-term value and loyalty and UGC could help do just that. Employing UGC adds a human touch, facilitates real connections and improves content performance on social channels.

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