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Customer content rivals brand marketing
User generated content & participation
The widespread availability of online customer reviews and the sharing of brand experiences on social media mean a high-quality product and an excellent shopping experience are no longer sufficient qualities to persuade shoppers to part with their money.
That’s according to the Shopper Experience Index, an annual report from UGC solutions provider Bazaarvoice, based on a survey of more than 7,000 global shoppers.
Why it matters
Customer reviews and user-generated content (UGC) in the form of photos and videos are now vital as social proof for buyers. Shoppers are becoming brands’ best salespeople.
Reviews are essential for conversion. Globally, 86% of shoppers read shopper reviews when browsing or buying, 75% look at photos and videos from other shoppers.
Peer content adds credibility. Three quarters (74%) of global shoppers agree that shopper photos increase their likelihood of buying a product, while more than half (53%) say peer content makes them more confident in their purchase decision.
Social commerce is on the rise. Over half (52%) of shoppers have bought something on social media. The convenience and ease of social commerce, thanks to the boom in shoppable content from platforms such as Instagram and TikTok, is making it a go to.
“Brands need to rethink their paid media and content strategies and capitalize on influential peer-to-peer conversations to inform, inspire, and convert. Unfiltered user-generated content elevates authenticity, which in turn drives trust” – Zarina Lam Stanford, CMO at Bazaarvoice.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。