20 User Generated Content Marketing Statistics That Demonstrate Its Undeniable Power
In today’s digital age, your customers can become your best advocates through user-generated content marketing. The right user-generated content platform can help you utilize photos, videos, and other media from your customers to help your business thrive. Most consumers are happy to share a photo, give feedback or answer a few questions when provided with the right incentive. Building a UGC strategy, however, will take some effort.
Is it really worth your time and effort to invest in UGC? Before you dive in or opt out, here are a few user-generated content marketing statistics to keep in mind.
- UGC increases revenue: Research shows that companies that incorporated UGC into their websites see an 18% increase in revenue.
- Customers are more likely to buy: 60% of customers are more likely to buy from a site with UGC presence.
- Customers trust UGC: People trust UGC 1200% more than commercial content from manufacturers. In an age where consumers no longer trust traditional advertising, UGC may be the only way to reach your clients.
- UGC increases conversion: Data shows that UGC can increase conversion by 161%.
- UGC is dominating the Internet: Reviews for popular businesses like Airbnb are up 140% while Pinterest pin creation has increased 75%.
- Customers spend almost as much time with UGC as they do sleeping: Between Facebook, Instagram, and Pinterest, customers generally spend 5.4 hours per day with UGC.
- People can snap judge: 40% of consumers form an opinion reading just one to three reviews, while other customers will read as many as six reviews before deciding on a product.
- Influence over millennials: When compared to baby boomers, millennials are 30% more likely to trust UGC. While the millennial market is hard to crack, UGC seems to be working. In fact, as many as 50% of millennials demonstrate their brand preferences via hashtags.
- UGC makes people feel better: 68% of customers say that UGC such as ratings and reviews or questions and answers make them feel more secure in their purchasing decision.
- Our brains are 90% visual: Of the information transmitted in the human brain, 90% is visual information. Humans are also able to process a picture 60,000 times more quickly than text.
- Video viewership is growing: As many as 55% of individuals report watching videos daily, and the number is set to increase with websites like YouTube growing in popularity.
- People trust reviews: As many as 84% of people trust reviews as much as personal recommendations from friends or family. In a way, reviews are beginning to become equivalent to personal referrals. But while a personal referral reaches a few people, a review can be seen by thousands of browsing consumers with a similar effect.
- Bad reviews can be helpful: 95% of consumers suspect deceitful practices such as fake reviews or censorship when they can only find positive reviews about a business. While that negative review may hurt your pride, it may actually convince your customers that your positive reviews are valid.
- Promise of resolutions: 95% of customers are also satisfied if a company can resolve an issue. So, you can actually respond to that negative review and potentially even retain that dissatisfied customer.
- Interaction is key: Customers who interact with brands online via ratings and reviews or questions and answers are 105% more likely to make a purchase on that site.
- Videos can convince people to buy: 90% of shoppers say that viewing a video is helpful in their purchasing decision.
- User video trumps brand video: While brands may have the budget to make a high-quality video, consumers are 10 times more likely to view user videos. With the ever-improving technology of smartphones, use high quality video that can then be shared, viewed and distributed for consumers provided that the brand takes appropriate action.
- Unanswered questions cost you sales: As many as 56% of shoppers will abandon a cart or leave a retail website if they are not able to quickly find answers to their questions. While some shoppers are more persistent than others, most will not stick around.
- Compatibility is key: 73% of shoppers prefer to look up statistics on their phone instead of a speaking to an employee.
- Stand out with user content: Out of 250 surveyed companies, only 9% reported utilizing UGC on their product pages.
Given the influence of UGC on the consumer market, not utilizing this content is simply a poor business decision. Meanwhile, collecting and incorporating content is easy with the right UGC tools, like Annex Cloud’s. Which statistics do you want representing your company?