In 2015, Adweek called it “the next big thing.” In the years since, it’s become colossal. In fact, because of the way it makes marketing more authentic and believable, user-generated content (UGC) may be social media’s most significant contribution to the world of marketing.
A post on the Adweek blog said, “As the world has shifted to social media, consumers look at fellow consumers to inform their purchasing decisions. Instead of looking at companies, as they did in the past, they now look at each other and at their favorite personalities.”
In 2016, Salesforce claimed:
Visitors to websites that include UGC galleries spend 90 percent more time on the site.
Social campaigns that incorporate UGC see a 50 percent lift in engagement.
Ads with UGC generate five times greater click-through rates.
UGC drives a 73 percent increase in email click-through rates.
UGC increases conversions by 10 percent when included in the online purchase path.
In mid-2017, Search Engine Journal claimed, “Online ratings and reviews are a form of word of mouth, which is the most trusted source consumers consult before buying.”
The a… Read More