Like it or not, user-generated content is here to stay.
According to Kissmetrics, 25% of search results for the world’s 20 largest brands are links to UGC. Further driving this trend is the success that many brands are having with this content format. On a broad scale, visitors to websites that include UGC galleries spend 90% more time on site. For ecommerce businesses, more time on site means more opportunities for shoppers to convert.
Regardless of its effectiveness, user-generated content continues to face criticism. Why?
Myth: “UGC is ugly.”
As a company that specializes in helping brands to capture UGC, we hear this objection often. Sure, content submitted by your customers isn’t guaranteed to be stunning. For some brands, the benefits of credibility and relatability that come with UGC may not outweigh the desire for a flawless brand image.
Regardless of your brand standards, advances in mobile camera technology and the availability of software that features UGC moderation can deliver amazing customer visuals — without relinquishing control.
Take these examples from Rivet Works users:
How can you get your customers to share content like this?
1. Ask for great content. If you want customers to submit photos that meet your brand standards, make sure that you set proper expectations.
2. Reward great content. Tangible rewards are always great, but the reward can also be as simple as actually featuring a customer’s content on your site.
3. Ask for more great content. Re-engage those that share high-quality content, strengthening their affinity for your brand and providing you with a source of more great UGC.
Looking to collect some great content of your own? Get started with Rivet Works today!