How Retailers Can Leverage UGC to Acquire Millennials
TR: How can retailers leverage UGC as a tool in the purchase journey?
RD: User-generated content can be leveraged in many ways to influence purchases. For example, retailers can collect social and user-generated content from Instagram and other social channels, tag the products that are featured and then republish to their websites so that users can see what products are featured. Similarly, retailers can create collaborative media galleries on their sites. These centers of UGC then help foster interaction and drive conversations throughout the customer journey.
Connecting with social media users gives brands more opportunities to attract a larger audience of prospective buyers, as social media posts have a way of spreading. Additionally, sharing a photo from a customer can help drive sales because the brand and product has been vetted by a “public” figure. Social media is becoming increasingly important for buyers, with a large number of them crediting the channel for their purchasing choices. Brands will stand out more when they engage with their customers; utilizing user-generated content to do that encourages brand loyalty, in turn driving sales.
TR: Why is UGC particularly important for brands selling to a younger demographic?
RD: As the younger generations become key targets for retailers, engaging with them via social media will be a critical step to staying relevant. Younger buyers are glued to their smartphones, constantly surfing the internet and social media, and generating huge amounts of content that’s being shared across channels. Engaging with these young buyers through UGC is increasingly important now because brand loyalty is harder to come by in this digital era.
With the vast variety of online shops, the younger demographic knows that with just a click of a button they can find the same product on another website. Therefore, companies need to interact with their customers in new and engaging ways to instill a sense of customer loyalty, and utilizing UGC to show how their peers are using the products is a great way to start.