The brand manager’s guide to user-generated content best practices
Brand managers have a lot to juggle — but there’s one aspect of your strategy you can’t afford to drop: user-generated content (UGC).
It helps you drive sales, scale your brand, and build customer loyalty — even in a shaky economy. This foolproof guide to shopper content best practices will empower you to do just that.
Shoppers trust their peers
36% say brand ads do nothing for them. 83% trust organic posts from influencers more than brand posts.
UGC informs decisions
Shoppers say they look for star-rating (86%), number of reviews (76%), and brand values (60%).
Shopper content delivers clear ROI
Investing in UGC offers up to a 400% return, earning you $4 for every $1 spent.
Collect high-volume and high-quality content with product sampling
Identify and successfully partner with the right content creators
Battle commoditization and build
shopper loyalty
Drive discovery and grow product trial
Use shopper content to grow revenue and scale your brand
Read on to learn how to:
BuRt's bees
DSW
petco
Hannah Kredich
Category Specialist, Petco
“The idea of getting not only reviews but higher quality reviews with images for our own brand products was really enticing. We were looking to boost conversions and visits, and we’ve now seen that happen across sampled products.”
Petco achieves 48% increase in revenue per visit for sampled products
petco
Alison Wagner
Digital Product Specialist, DSW
“Having more lifestyle photography and ‘how to wear’ information from user-generated content increases customer confidence and drives conversions.”
DSW drives 2x conversion lift with visual shopper content
DSW
Taylor Steele
Assistant E-commerce Manager, Burt’s Bees
“We knew reviews could be insurance for new products, and that early qualitative feedback and star ratings would ensure a smooth transition into a new market.”
Burt’s Bees successfully launches cosmetics with ratings and reviews
Burt’s Bees
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Shoppers are more likely to buy a product with shopper photos
Shoppers trust their peers
36% say brand ads do nothing for them.
83% trust organic posts from influencers more than brand posts.
UGC informs decisions
36% say brand ads do nothing for them.
83% trust organic posts from influencers more than brand posts.
Shopper content delivers clear ROI
Tie social commerce to real revenue
Tap into your existing goldmine of authentic social content
Create high-converting shopping experiences
Read on to learn how to:
Battle commoditization and build
shopper loyalty
Identify and successfully partner with the right content creators
