If you’re an ecommerce seller and you’re not utilizing user-generated content (UGC) in your on-platform marketing strategy, you’re missing out on a great opportunity to enhance conversion rates.
Ecommerce sellers must at least consider working with UGC creators to make compelling videos for their products, because it can benefit both the brand and shopper alike. It provides an enhanced customer experience that improves a buyer’s awareness of the brand. In the last two years, we’ve studied how Amazon uses video on their platform. Our goal is to help sellers employ high-level strategy when using UGC content to set themselves apart from their competitors.
What exactly is UGC?
UGC is any content (in this case, videos) created by users rather than a brand itself. In the context of ecommerce, UGC videos are videos created by customers who benefited from use of the product. Their videos come in the form of product reviews, unboxing videos, use tutorials, and complimentary videos. UGC is considered an endorsement from real people who enjoyed using the product, making it an extremely powerful marketing tool to build brand awareness, loyalty, and trust.
Viewers will regard UGC as more authentic and trustworthy than brand-driven content to the average consumer. According to a study by Stackla, 86% of consumers say authenticity is important when deciding what brands they like and support. Due to this, customers venture off-platform to find peer validation before purchasing a product. They seek out YouTube unboxing/review channels, Instagram influencers, and TikTok creators as part of this “Search for authenticity.” Large communities and very popular channels result simply from customers giving opinion of products and brands.
UGC videos can help ecommerce sellers showcase their products in a more relatable way. These videos can showcase the product in action, demonstrate its features and benefits, and address any concerns or questions that potential buyers may have. This gives ecommerce sellers a unique opportunity to build trust with their potential customers and help them feel more comfortable making a purchase.
What Makes a Good UGC Video?
A good UGC video should be engaging, and informative and above all, authentic. It must showcase product use in a natural way and provide useful information that potential buyers would be looking for. This video should be well-lit with clear views of the product, along with quality sound. This not only creates solid content showing your product in the best possible light, it also creates an entertaining video for the shopper. A win-win!
Of course, it’s essential to ensure that the video complies with Amazon’s (or any ecommerce platform’s) guidelines. Amazon provides very clear guidelines on what is and is not allowed, making it all the more important to select the right creators.
It’s important to note that on-platform UGC videos tend to convert better than off-platform UGC videos. Consider that shoppers who search for products on Amazon are already in the mindset to make a purchase, and they’re more likely to engage with a video on the platform and buy quickly. Naturally, Amazon prioritizes on-platform videos over off-platform videos, meaning those will appear higher in the search results and product detail pages.
Over the past few years, we have seen a major push by Amazon to make use of video content across the platform. Amazon Live, Amazon shorts, and the brand-new Amazon Inspire feed all provide indications that videos help sell products and facilitate buyer decisions.
Thus, on-platform video represents a necessary part of brand strategy, in conjunction with all off-platform marketing efforts. Off-platform marketing channels, including social media, email marketing, and influencer marketing, will help drive traffic to your product listings on Amazon. While we understand that ‘influencers’ can be expensive, and some off-platform marketing campaigns result in low conversion rates, they must remain a crucial part of your overall marketing initiatives.
By incorporating UGC videos on your product listings, you maximize the efficiency of the traffic that off-platform marketing channels drive to your product listings. This ultimately leads to increased conversions and sales. Think of it as a “pitcher and catcher” relationship, by having off-platform creators send people to your listing while at the same time having more unique video content waiting for them to reinforce positive impressions of the product.
So, Don’t Miss the UGC Train, then?
In this ever-evolving marketing landscape, embracing UGC and utilizing video content is not just a trend but a vital aspect of achieving success as an ecommerce seller. Don’t miss out on incredible opportunities to reach your target audience, boost conversions, and to grow your business for the long haul.
At Consumer Quest, we help you create compelling UGC videos that make your products shine. Get in touch with us today to elevate your on-platform marketing strategy.
Justin AKA JDubb
Justin has been creating video content for over 7 years. From live streaming and short video content to long-form product reviews, he has learned how to communicate with consumers to help them find the right products to fit their needs. He has taken what he’s learned during his years of growth on YouTube and turned that into focused Amazon shoppable videos to help convert visitors to product listings into paying customers. He uses quality lighting, camera, and audio equipment to make high-quality videos that don’t feel overproduced, but actually feel organic. This helps them connect with the customers and drive their decision-making.