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 retail.
OUTDOOR VOICES
Sports apparel brand Outdoor Voices turn up the dial on user generated content, with a series of pictures and quotes taken from their instagram following.
CARE/OF
Vitamin start-up Care/Of use a customer's unboxing video to showcase the premium nature of their product.
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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