Most digital marketing tactics ecommerce brands are using in 2019 can be improved with user-generated content (UGC). When digital marketing tactics are executed well with user-generated content, they offer a powerful advantage to traditional content. If you’re skeptical, here are some key examples of UGC powering digital marketing tactics to drive better business results.
Growing a new Digitally-Focused Community
Since starting operations in 2008, Airbnb has focused heavily on its community image, creating a new cultural norm of sharing homes, rooms, and even experiences with traveling guests. Over the years, not only have some Airbnbs (the new moniker, a la ‘Googling’, for short term rentals) stood out owing to their location, views, or amenities, but also the services provided by hosts. Airbnb took their data on popular reservations to social media, creating a shoppable Instagram by way of specific community-sourced posts to boost bookings within the platform. By showcasing UGC, Airbnb used Instagrammable content as a tactic for drawing new customers to the properties on the platform.
Hyper-Relevant Facebook Ad Targeting
Facebook Ads are a fluid advertising platform that can target specific users based on very specific parameters. But standing out in a crowded Newsfeed and lowering cost per click can be very tricky. But with UGC, you might see an increase in click-through-rate. Facebook ads featuring UGC see a 35% higher click-through than traditional ads. UGC has a compounding effect of lowering your advertising budget (using customer-content instead of professional photoshoot content) while ensuring your targeted ads resonate with your audience.
Product Display Page Optimization
As a consumer group, Millennials have surpassed the $200 Billion in buying power mark. 64% of this group actively searches for reviews or visual UGC before making an online purchase. Revamping the product page is a critical digital marketing tactic for an online retailer to cater to this market. Many online retailers are embedding UGC into these pages to boost page conversions by reaching their audience with the right content and the perfect moment. HYLETE, a digitally native clothing brand, directs users directly to visual photos and reviews from other users for each item they sell. By reinforcing the social proof of the product and associated lifestyle, HYLETE has created a successful brand identity and online store.
Abandoned Cart Reminders
Abandoned cart emails are not just a last-ditch effort for a quick sale with a coupon code. These are valuable points of re-engagement with your customer. And it’s also a great place to promote an item through UGC. The abandoned cart represents an initial “action” to buy – often a boost of confidence is all that’s needed to push them to conversion. That confidence, with modern marketing, comes via social proof, in the form of UGC. As a digital marketing tactic, UGC can help combat the industry-wide 67% cart abandonment rate. By retargeting shoppers with UGC featuring products in their cart, retailers can reinvent part of the sales funnel and are able to do so without gouging their bottom line.
These digital marketing tactics are all standard for marketing departments this decade, but UGC and community-driven marketing takes the next step to finding your audience and building a community interested in re-engagement and rebuying.