UGC vs. Influencer vs. Branded Content: Which is best?

User-generated content (UGC) is the strongest form of advertising… at least when influencer and branded content are your other options.

That’s the gist of the results of a Stackla survey of 2,000+ consumers.

Here are some of the stats to back this up

– 80 percent of respondents said UGC strongly influences their purchasing decisions.

This was 8.7x more than influencer content and 6.6x more than branded content.

– When asked what type of content they want to see on an e-commerce site, 72 percent answered “real customer photos and videos.”

– 80 percent of people said they would be more likely to buy a product online if the store had real customer photos and videos.

For example, notice how popular real photos and videos are in Amazon reviews.

They make the reviews look more genuine (Amazon has a reputation for lots of fake reviews) and also gives a non-glossed version of the product. What does it look like in real-life?

Behavior > opinion

All of this is fine and dandy, but as the saying goes, “watch what people do, not what they say.” 

Stackla asked one behavior-based question: why did people leave an e-commerce site without purchasing?

The answer: 64 percent of Gen Z and 60 percent of millennials said they left an e-commerce site without making a purchase because the site lacked customer photos or reviews. Those are not small figures.

What you can do about this

Try experimenting with user-generated content (UGC) in your ads, home page, and product pages.

Check to see if it improves your overall conversion rate.

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