User-generated content and online reviews: let your users do your marketing

In an era where we feel bombarded by push advertising, user-generated content (UGC) and online reviews have drastically changed the online marketing scene. Now it is the customers who are encouraged to become the marketers of businesses by rating their purchases, sharing their experiences and having conversations online.

UGC is not a new concept, but it is getting more recognize by day to become the most powerful tool digital marketers have. User-generated content is the modern version of personal recommendations of friends or family. It is something no brand can buy.

Millennials, who compose the largest living generation, search proactively for online reviews written by fellow users before taking any purchase decision. They are also creators of content, they share photos, videos, they write reviews about the products they have bought online, they comment on discussion topics, they engage in conversations… This is what composes any good marketing strategy nowadays, it is centered on the human side of the brand, trying to have a better connection and understanding with its customers.

User-generated content facts

Successful brands such as GoPro, Microsoft Lumia, Clarks or Costa have relied on their clients creating campaigns entirely based in user-generated content.

With 84% of Millennials not trusting traditional advertising, brands were struggling trying to reach for customers. But since allowing their clients to express their opinions and rate their products, they gain a marketing strategy that reflects authenticity and transparency. Ultimately, allowing the voices and opinions of your customers online leads to conversions and sales.

User-generated content and online reviews in numbers:

With more than 1.6 billion social network users worldwide of which 64 percent are accessing social media services online, it is clear that internet is your greatest window to the world.

64% of customers search proactively for reviews before making any purchase decision.

millennials writing content

86% of businesses now use user-generated content and of those, 70% are creating more content than they did a year ago.

The CMI report found that 78% of B2C companies are planning to use user-generated content (UGC) in their marketing strategies this year – last year, the practise wasn’t even included in the report.

70% of consumers place peer recommendations and reviews above professionally written content.

Yotpo data scientists found when reviews are shared to social, the conversion rate is an average of 40% higher than the industry average for Facebook.

72% of customers say reading positive online reviews increase the trust in the business.

Happy customers tell 4 to 6 people about their experiences when buying online.

73% of them estate online reviews are essential to the reputation of a business.

Ready to give it a try? Integrate Communify with your online store. We will simplify the whole process so you start getting great results in no time.


This post is also available in: Spanish

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