People don’t buy from brands, they buy from people.
Whether you’re selling sandals or software, the chances are that you could benefit from integrating user-generated content into your website and app.
Not only does it give users a platform to voice their opinions about your products and services, but it helps build loyalty and trust and can supercharge sales.
User-generated content can come in many forms. From text reviews and testimonials to social media posts, blog posts, case studies, surveys, and videos, there are lots of ways that you can incorporate them into your app.
And more importantly, encourage users to submit more content to spread the word about your brand further and demonstrate brand advocacy.
Here are some of the reasons why you should consider user-generated content in your app:
- 92% of consumers turn to people they know for referrals above any other source (source: Tap Influence)
- According to a study from Nielsen, 84% of consumers say they trust peer recommendations above all other sources of advertising
- Millennials and Gen Z consumers contribute over 70% of all UGC, according to DMNews, but older generations are more receptive to UGC year-over-year
- 50% of consumers wish brands would tell them what type of content to create and share, according to a study from WordPress
- Sales Force believes that user-generated content can increase conversions by 10% when included in an online purchase path
Below, we’ve put together some reasons why you should add some UGC to your app.
Boosts brand engagement
One of the most obvious benefits of user-generated content is that it gives customers a platform to discuss your products and services amongst other customers and advocates.
Not only does it show new customers that you have an active and satisfied user base, but it shows your products are valuable enough to build a community around them.
Whether you add a “your stories” page where users can share user-generated content on your app or allow users to leave reviews and feedback on product and service pages, it also builds the relationship between user and brand.
You can respond to their comments, thank them for their support, and answer questions and concerns they may have on a controlled and managed platform without the threat of third-party influences like competitors.
Take customers with you as you grow
As your business develops and grows, your products and services will, too. Good apps will keep their users front and centre, and UGC does precisely that.
Customers can share their questions, suggestions, and “hacks” and can interact with other customers and, indeed, your customer service representatives, allowing them to be involved with your product journey.
Indeed, some of their recommendations might be implemented, allowing them to be more engaged in the development process and feel like they’re part of your journey and mission.
In turn, this should lead to higher rates of brand recognition and loyalty and could encourage users to recommend your products, services, and your app, to more of their peers.
Collect data on your customers
Another valuable benefit of user-generated content is collecting qualitative data. Sure, numbers are important and can help you determine the effectiveness of your marketing messages and sales tactics, but qualitative data helps paint the rest of the picture.
For example, if your metrics show a drop in app performance or sales, user feedback can be used to investigate why that’s happened and make changes to accommodate their needs.
If the opposite is true and sales and engagement are up, UGC can be used to find out why and replicate successful changes to your app or products.
Having that direct link to your customers through a tool or forum in your app can prove invaluable when marketing and scaling your app and business and ensure you always have users’ best interests at heart.
Boost conversion rates
Another reason why UGC should be front and centre of your app is because it can boost conversion rates. Even with the best marketing pitches and app onboarding process, it can be easy to feel overwhelmed when subscribing to a new tool or buying a product online.
See also: eCommerce Conversion Rate Optimisation Tactics
User-generated content helps would-be customers gain a better understanding of the products and services you’re offering and receive transparent feedback from real customers.
Because of this, you must show the good and the bad with UGC. Hiding negative photos, feedback or criticisms could harm your brand’s reputation and damage your new community.
A UGC platform can also increase app and customer retention rates. With a built-in community within the app, users will spend more time with like-minded customers and can discuss your products and the wider industry.
If you’ve built a recruitment app, for example, your UGC page might focus on case studies and allow customers to chat back and forth about the best ways to use your tools. This has a knock-on effect, and you might even find that the community you build through user-generated content becomes bigger than your brand itself.
UGC offers social proof
Still not convinced you should be prioritising UGC on your app?
It’s perfect for social-proof and showing potential customers that your products and services are making an impact. Social proof can lower your marketing costs and increase brand loyalty.
With the right UGC campaign, you can boost awareness of your app on third-party websites like Instagram and forums, and you can encourage users to get involved by running campaigns or competitions. Rewarding customers and gamifying your experiences is a great way to encourage UGC
Over time, your user-generated content campaigns will ensure you’re the first brand people think of in your niche, offering a natural way to circulate your brand name and its values.
Sure, there are other ways to get more people to download your app or buy from your store, but it’s real users’ stories and experiences that people want to listen to and learn from. As we’ve already touched upon, it’s important to be transparent regarding negative feedback.
Rather than shying away from one-star reviews and complaints on forums, be proactive – address their concerns, resolve issues, and work on continuous improvement. You don’t have to be perfect to be an industry leader: you just have to show that you care.
If you’re looking for support, reach out to Zudu today on 01382 690080.