Social Network

The power of user-generated content for brands and online stores: research, collection mechanics, and examples

Social networks dominate the digital environment, they have changed our interaction with information, and consumption, and even interests. We follow people we have never met, listen to their advice, and absorb the content they play. People trust people, and this is a critical ingredient for business success as well. Your audience expects a completely different level of communication, in a dialogue mode.

How has consumer behavior changed?
And what it means for business.

And here are the facts from various 2017-2018 studies that indicate changes: Nielsen, Qubit, BrightLocal, BI Intelligence, Forrester, Blue Nile Research, GlobalWebindex:

1. Social behavior is now less focused on the exchange of personal information, more on specific goals. For example, searching for information about a product: 46% of users search for information on social networks before making a purchase. This allows social media to be # 1 in the buying process.

2. Consumers are 5 times more dependent on content than they were 5 years ago. Moreover, this is any content: your social networks, blogs, the content of the influencers you attracted and the content of the customers themselves.

3. Social networks provide consumers with information: 37% of Internet users follow their favorite brands on social networks, 25% subscribe to a brand when they think about buying.

4. Those who use social media in the buying process spend 4 times more money (because they trust).

5. 6 out of 10 users say they would rather spend their money on a unique experience than on brand status. For 64% of the audience, it is not the price that is important, but the positive experience of the purchase (shopping experiences are not just words).

6. 45% of online respondents somehow interact with reviews during a purchase (important note: according to various studies, this figure ranges from 40 to 61%, in any case, the trend for trust in this type of content is obvious), on average 11 reviews / reviews are reviewed by a person before buying.

7. Only 11% of internet users say that the buy button motivates people to buy online. See p. 6, it is necessary to work in a complex and not on the forehead 🙂

8. 4 out of 10 internet users post a product or brand review every month. High product quality and rewards are two main motives.

9. Social media artifacts (comments and likes) are in second place among the factors that increase conversions in ecom and not only.

The most effective ways to increase profitability in the online store Qubit

As a takeaway, your audience is your most important asset. And by sharing the values ​​of your brand, having a pleasant experience from interacting with you, they are ready to contribute to your promotion.

What is UGC and what is its strength?

UGC (user generated content) is any form of posting from your audience on the internet. In fact, these are reviews.

What is the power, brother, and why is it worth paying attention to ‘that kind of content? 97% of all online shoppers are those who have interacted with UGC, 93% of shoppers find user-generated content useful and rely on it when making a purchase decision, and for 86% of millennials it has become a significant indicator of brand quality.

Plus this type of content can get you almost nothing. Of course, with a competent UGC strategy. The most important thing to consider is next.

Customer review of Aizel offline store

Kiehl`s special project has collected the confessions (and love) of true creme coli

How to collect and what to do with custom content?

User generated content is the most powerful proof that your brand or online store can be trusted. It is much easier to make a decision when you see successful examples from the life of the host. If a customer does not yet have a product from your store or does not have your brand items, he has nothing to “rely on” when making a decision.

Mechanics for collecting visual content

Back to basics:

1) A reminder at any point of communication with clients about the opportunity to leave a review. Both offline and online.

2) Hashtags and geotags are your true friends.

3) Let your customers become the voice of your brand, it doesn’t always require material incentives. Sometimes a little fame is enough. For example, a repost to an official account. The motivation can be a discount on the next purchase, and access to a limited collection, and certain terms of service.

Offline: stickers at the checkout and fitting rooms, selfie mirrors, information from consultants. And, of course, geotags.

An example from Tiffany, who painted the city in their corporate color and collected several hundred photos with hashtags. Not everyone has such a budget, so if you just interestingly design your space and suggest the desired hash and geotag, you will already get your share of real reviews.

Online: information about the opportunity to leave a review anywhere: website, mobile application, social networks, block in the mailing list.


The era of the Giveways has sunk into oblivion. The audience is much smarter and hungry for communication. Come up with something more interesting, involve.

Users make posts according to the rules of the competition for participating in the drawing of a valuable prize. The brand itself sets the requirements for the content, and the rules of participation put users in a kind of framework for creating a product.

  • Themed selfie or post with a story on the topic.

  • Offline + online mechanics, where a person needs to visit your outlet to participate in the competition.

  • Product photo. This can be a specific product from a new line or a thematic atmospheric photo in support of your brand values.

To promote the new Lancome fragrance, we launched an action where one could get a prize for a photo with the hashtag #happinesslancome. All photos were included in the general feed on the brand’s website; in total, users published more than 10,000 photos of the content being created.

Competition “Lancome Happiness Card” based on Frisbuy technologies

Special projects, flash mobs, challenges

The mechanics are slightly different from the competitive ones. The company shows the idea and proposes to film its own variation on this theme. People take a photo of themselves in a certain situation, pose or setting, and then post it on their page with a given hashtag.

There may be more complex mechanics with a few steps, but you don’t always need to complicate that.

How to use the collected content further?

1) Instagram literally in July this year introduced the ability to add hashtags and mentions to the account description. When you click on them, all content drops out. This is enough for inspiration, but not enough for efficiency.

2) Repost customer reviews like Little_gentrys

3) A whole page with reviews from social networks, as Mothercare did




4) Customer reviews at decision points on the website and advertising channels.

4.1. On the main page as an element of engagement:


Example from


An example from the site on Frisbuy technologies

4.2. On the product page

A standard photo in a card does not create an understanding of how a thing or, for example, lipstick will look like in life, with what it will be combined, for what event it will be suitable. Real customer reviews will answer these questions. And they will remove objections due to social factors (according to the Qubit study, this factor is in second place in terms of conversion).



An example from the sites and on Frisbuy technologies

In order for people to start talking about you, prompt and direct them. And they will start helping you get ahead.

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