What’s the next leap for user generated content?
At Canon, 80 percent of its web and social content is reportedly now UGC (user generated content). To increase the quality of that content, Canon has brought its social media team in-house.
“At the end of the day, people that work inside a brand are more passionate about it and it’s easier to get that authentic message from internally,” said Tim Wilford, the camera maker’s editorial and consumer engagement specialist, at Socialbakers’ Engage Bali conference, according to Adnews.
To increase the variety and depth of its UGC, Lamps Plus recently added a Q&A section to each page so that customers can submit questions on products or view previously asked questions. The retailer also added visual reviews to provide a component beyond text reviews, according to Chain Store Age. Customers are also now invited to share why they purchased the product at checkout.
Lamps Plus enters customers in a drawing for a $500 shopping spree on its site as an incentive for providing a review or answering a question. Angela Hsu, SVP of Internet Business and Marketing for Lamps Plus, told Retail TouchPoints, “Even without offering incentives in these two areas, we still receive substantial amounts of UGC that provide great value for other customers to better understand our products and find answers they need.”
Timbuk2, best known for its messenger bags, recently upgraded its website to enable social imagery to be featured at the product detail page level, providing online shoppers with real-world examples of its merchandise in action.
In February, Chanel launched @welovecoco, its first Instagram platform entirely dedicated to user-generated content. Wrote Lauren Levinson for Harper’s Bazar, “It’s not only a way for the pros behind Chanel to interact more closely with their community, but it’s a way for makeup-lovers everywhere to get their content regrammed by Chanel.”
UGC continues to be touted as a way to reduce traditional content production costs and increase trustworthiness since studies continue to show that social media posts, product reviews and other types of UGC have a bigger influence on consumers than marketing copy from brands. A new study from ResellerRatings found only 17 percent of shoppers trust retailer-recommended products over reviews from customers
- ‘People trust people, but they don’t necessarily trust brands’ – adnews.com
- Customer Queries And Reviews Illuminate Sales For Lamps Plus Featured – Retail TouchPoints
- Q&A: Lamps Plus exec sheds light on user-generated content – Chain Store Age
- Timbuk2 Selects Amplience to Power Online Content Strategy and Capitalize on Social Content – Amplience/NewsOK
- Exclusive: Chanel is Launching a New Beauty Instagram – Harper’s Bazaar
- New Study Shows User-Generated Content Tops Marketing Tactics by Influencing 90 Percent of Shoppers’ Purchasing Decisions – TurnTo
- New Research From ResellerRatings Confirms UGC Increases Discovery, Traffic, and Sales – ResellerRatings/Business Wire
DISCUSSION QUESTIONS: What advice do you have for better integrating and fully capitalizing on user-generated content? Do you see user ratings and reviews, Q&A, pictures, videos or some other UGC medium as ideally suited for retailers? Can you think of a retailer that is nailing UGC?