According to a recent study conducted by Bazaarvoice, global consumers are increasingly favoring real consumer photos over brand shots. The research, which surveyed over 8,000 consumers in countries such as Australia, Canada, France, Germany, the UK, and the US, revealed that two-thirds of shoppers prefer authentic customer photos over professional images on social media and retailer websites. This shift in consumer behavior underscores the importance of user-generated content (UGC) in influencing purchasing decisions across various product sectors.
In today’s digital age, consumers are seeking authentic and relatable content that resonates with their preferences. The study found that 74% of consumers express a strong preference for viewing previous customers’ photos and videos compared to professionally shot images. Moreover, 62% of consumers indicated that they are more likely to make a purchase if they can access both photo and video content from previous customers. This presents a significant opportunity for retailers and brands to incorporate more UGC into their marketing strategies to establish trust and connect with consumers on a deeper level.
Social media platforms play a pivotal role in shaping consumers’ purchasing decisions, with Facebook emerging as the top choice for influencing purchases (25%). Additionally, Instagram has become the preferred platform among 18-34 year-olds, signaling the importance of visual content in driving engagement. Shoppable images and videos were identified as the most influential type of content on social media, highlighting the power of engaging visuals in the customer journey.
Furthermore, consumers expressed a strong desire to see new UGC content on social media more frequently than on websites, with nearly half of respondents indicating that they want to see updates at least two to three times a week. The inclusion of photos and videos in reviews was also identified as a crucial factor in evaluating the quality and accuracy of product descriptions before making a purchase.
In conclusion, the study underscores the growing significance of user-generated content in the online retail landscape and emphasizes the need for brands and retailers to leverage authentic and relatable content to build trust and drive purchasing decisions. As consumer preferences continue to evolve, businesses must adapt their marketing strategies to meet the changing needs and expectations of their target audiences.
For more information on the power of user-generated content in driving consumer engagement, visit Bazaarvoice.
To learn more about incorporating authentic content into your marketing strategy, check out this article.
