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 travel.
AIRBNB
If you have a community of fans, don't be afraid to leverage them to inspire others. Airbnb do this well, using a range of images inspired by the travels of their customers.
TRAINLINE
Trainline reference customer pictures in specific destinations that it wants to promote. By doing so, it conveys a more authentic voice, which is something that sets it apart from other travel providers.
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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