User-Generated Content (UGC): The Ultimate Tool for Building Brand Authenticity

In an unsaturated landscape of branding and digital marketing, the fickle consumer is usually bombarded with a plethora of options. How can a brand stand out in this ocean of marketing tactics? In a world of brands showcasing a polished façade, would your brand dare to embrace authenticity? 

Authenticity embodies an ethos that goes far beyond a marketing strategy. It amplifies via transparent communication, interaction with consumers, and addressing complaints/feedback for real. 

A great way to be your real self can be by employing user-generated content in your brand voice. UGC has emerged as an influential means for fostering deeper connection with your consumer, increasing brand reach and awareness, and building trust. 

Read on to find out the power of UGC, and how it shines as a medium for spotlighting brand authenticity to increase ROI, engagement, and loyalty for retail and ecommerce brands. 

What is UGC?

UGC, or user-generated content, encompasses any content produced by real customers rather than the brand. Think real customer experiences shared via reviews, social media shoutouts, photos, videos, and ratings. 

The magic of UGC lies in its ability to offer an authentic, first-hand view of your brand, often more compelling and trustworthy than conventional marketing methods. UGC adds a dependable human touch to your brand, illustrating customer delight and showcasing the genuine benefits of your offerings in real-life scenarios.

Making UGC a part of your video commerce strategy can be rewarding in more ways than one. 

Leveraging UGC to Reinforce Brand Authenticity

Did you know that 86% of consumers are inclined to trust a brand that showcases UGC, whereas only 12% are likely to buy a product endorsed by influencers? Here’s why UGC and product/service review videos need to be a part of your video commerce strategy: 

1. Social Proof

‍84% of consumers trust peer recommendations over any other form of advertising. UGC acts as compelling social proof, showing potential customers that others have enjoyed a positive experience with the brand. This boosts trust and motivates more people to connect with the brand.

2. Authenticity

Through real-life experiences and testimonials, UGC showcases the genuineness of the brand's products or services. This enhances the brand’s credibility more than traditional ads. 

3. Engagement and Loyalty

Encouraging user participation nurtures a sense of community and loyalty among customers. When consumers feel valued and listened to, they're more inclined to advocate for the brand and become loyal ambassadors.

4. Increased Reach and Influence

UGC magnifies the efficiency of your marketing strategies. As customers produce and distribute content about your brand, it holds the potential to reach their circles, acquaintances, and followers, broadening the scope of your marketing communication. 

5. Boosted ROI

Given that UGC is typically generated and spread organically, it presents a reliable avenue to expand your brand's reach and attract fresh audiences. Integrating UGC into your video commerce strategy allows you to make the most of your marketing funds and optimize your return on investment. UGC leads to a 29% increase in conversions compared to campaigns or websites lacking it.

Click here to discover how Traya, a scientific haircare brand, achieved 50X ROI and 7X boost in daily orders with Swirl’s shoppable video integration.