It’s high time businesses tap into the power of user-generated content (UGC), a form of content marketing where your customers take center stage.
UGC leverages the voices and experiences of real people to promote your brand. Think customer reviews, social media posts, and photos or videos shared by loyal customers. It’s authentic, it’s relatable, and it works!
But what makes it so successful?
When it comes to making a purchase, trust is everything—and nothing builds trust quite like seeing a post from a friend or another customer praising a brand or product. It’s authentic and unbiased, which makes it more likely for a potential customer to trust the brand and consider making a purchase.
Hand in hand with trust comes social proof—a term first coined in 1984 by psychologist Robert Cialdini. Consumers credit reviews from the people they view to be “like them,” thus making social proof a type of decision-making shortcut.
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By: Jolie Giacona
Publication Date: 2023-01-20