4 top benefits of using user‑generated content with e‑commerce marketing


Pssst, I’ll share you a secret: when customers share images and images about your products in a real-life context, it is very foreseeable that those are liked and commented by their friends and peers.
Okay, I’m sure you’re aware of that but how does user-generated content benefit e‑commerce? What are the actual advantages for e‑commerce marketers?
Here are the top four benefits why you should display user‑generated content on your e‑commerce site:
- UGC creates social proof
- User-generated content improves social media engagement and reach
- Increase the amount of inspirational content by becoming a smarter content curator.
- UGC and shoppable Instagram feeds boost sales
3. Increase the amount of inspirational content
A common challenge for marketers is to keep producing high quality, relevant content on a consistent basis. Customers expect companies to be active on their favourite social channels, and marketers feel overwhelmed at times – there’s a limit to budget and resources available for content creation and social media engagement.
That’s where user-generated content comes to play.
I can hear some of you whispering to me: we don’t have user-generated content, and we have no idea how to get started.
Don’t worry; you are in safe hands. We help our clients to solve that problem daily. Here’s a two-step approach on how to get content from your customers:
First, contact some of your key customers and interview them how they initially came across to your product, what was the pain point they were looking to solve, and how your product helped them to address the issue – in other words, how your product has made their life better. Then use the interview content to create customer statements and display them on your e‑commerce site.
Second, add a call-to-action asking your customers to provide feedback on social channels mentioning your user account or Page. Place the call-to-action straight next to the reviews you gathered from interviews and start curating and displaying the feedback from social media channels alongside.

4. UGC and shoppable Instagram feeds boost sales
If you are not convinced yet, this should move the needle for good: user-generated content boosts conversion rates!
A social media feed on a website with authentic images and videos from your customers increases time spent on site and adds social proof.
The conversion rate is always business and context specific; the purpose of displaying the social content on your webshop is to encourage the customer to take action and purchase your product.
Sohome’s webshop is a perfect example. On the homepage the 'Shop the look' element features their favourite customer-generated content.

When you click any of the images and videos, a popup shows social proof and the related product – with the 'Buy now' button of course!

Can you imagine more powerful conversion boosters than shoppable Instagram feeds for your online store?
Have you already added UGC to your e-commerce site? Sign up for our 14-day free trial and get started in a few minutes.