Use UGC to convince first-time buyers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 23, 2021, 8:16 AM UTC

Brands can use user-generated content (UGC) to build trust with newer audiences.

Compared to other types of content, customers find UGC more authentic, reliable and trustworthy. UGC is effective in improving brand credibility especially for younger audiences who avoid brands without a reliable presence on social media.

People who share product reviews and make online recommendations in favour of the brand have most likely made multiple purchases from the business. By sharing such content, brands can create a sense of long-term loyalty for new customers. Similarly, UGC helps establish how much a brand values user experience and building long-term customer relationships.

With visually attractive UGC, companies can spark enough brand desire to boost conversions. For instance, tourism brands can share content by travellers who have availed their services. Positive first-hand accounts of other customers encourage newer audiences to associate with the company.

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