The quality of User-Generated Content (UGC) significantly influences consumers’ purchase intentions and indirectly impacts their purchasing behavior. Consequently, in managing content quality, the introduction of the “gatekeeper” concept becomes essential. This ensures the prevention of the dissemination of violent or vulgar information from the source, thus preserving the operational integrity of the market.
Furthermore, in a recent survey, 81% of marketers expressed a belief that visual User-Generated Content (UGC) holds greater resonance with customers compared to professionally shot photos or influencer content. Additionally, a significant 87% of respondents viewed it as a more authentic means to ensure diversity in their marketing efforts, surpassing the traditional practice of handpicking models and influencers. Moreover, an overwhelming 85% of marketers agreed that visual UGC offers cost-saving benefits compared to investing in professional photography or influencer-generated content.
As technology and consumer behavior continue to evolve, so too does the landscape of user-generated content. Emerging trends, such as the rise of ephemeral content and the integration of AI into UGC experiences, present new opportunities for brands to innovate and connect with their audience. By staying abreast of these developments and embracing new technologies, brands can position themselves for success in the ever-changing world of UGC.
But, despite the buzz surrounding the utilization of AI-generated images and videos in marketing, this survey indicates that trust remains a significant obstacle for AI. When questioned about which visual content garners the most customer trust, visual UGC emerged as the top choice, with 33% of ecommerce marketers expressing confidence in its ability to inspire trust. This figure significantly outweighs the number of marketers who believe AI-generated visuals to be the most trustworthy, standing at only 16%. Following closely behind UGC were professional images and video, endorsed by 24% of respondents, while influencer-generated visuals garnered trust from 18%. In contrast, stock photos and videos ranked the least trusted, with only 8% of marketers placing their trust in them.
Brands can incentivize customers to leave reviews by offering discounts, giveaways, or exclusive access to content. They can also create branded hashtags and encourage users to share their experiences using the hashtag, increasing visibility and engagement.
Brands can incentivize customers to leave reviews by offering discounts, giveaways, or exclusive access to content. They can also create branded hashtags and encourage users to share their experiences using the hashtag, increasing visibility and engagement.
You can encourage user-generated content creation by running interactive campaigns, providing incentives, and fostering a sense of community around your brand. And you can always count on Stars and Stories for a professional approach.
Establish clear guidelines for users, implement moderation tools and techniques, and respond promptly to user feedback to ensure that UGC aligns with your brand values and messaging.
