UGC boosts sales

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 22, 2021, 5:09 PM UTC

An eMarketer study found 62% of consumers are more likely to buy a product if they can see customer photos and videos first.

The study found user-generated content like photos uploaded by customers play a crucial role in influencing purchase decisions. The majority of consumers are more likely to buy a product if they can see images sourced from other consumers.

Consumers prefer user-generated content because they think it may highlight something not obvious and show the product in action. It makes it easier to see the colour, size/fit, material and quality of the product before buying it. Additionally, 26.4% of consumers logged onto Facebook to look for consumer photos.

eMarketer principal analyst Jeremy Goldman said consumers are receptive to UGC. Goldman added that UGC is “cheap, easy, and quick” to create, and it drives sales and improves website SEO.

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