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Ad Relevancy

User Generated Content

Marketers have found that ads that showcase user generated content in the form of reviews and customer generated images perform better in terms of engagement, as they are more relatable and more authentic. Research from YotPo suggests that 77% of consumers admit that authentic customer photos have a bigger impact on their purchasing decisions than polished images created by marketing departments.

Who's done it well

See who’s doing this well in finance.

CLEO

Money management assistant Cleo use UGC in the shape of customer re-tweets to showcase the value of their product. Aimed squarely at millennials, the tool aims to make users make better day-to-day financial decisions, and communicates transactional behaviour in a relatable way.

cleo

Another one from the UK-based financial services start-up, this time going down the conversational route. Again, repurposing customer tweets is the go-to route.

Key takeaway

The heightened engagement and affordability of user generated content makes it an incredibly powerful tool for brands seeking to achieve cut-through with increasingly cynical audiences. By handpicking the most relevant customer-created content, advertisers can drive their creative strategy through what their audience actively wants to see.

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