Why UGC is so powerful in driving millennial purchase decisions

By Camilla Trinh - February 28, 2017
2 mins read time
A  A  A

Brands can no longer ignore millennials. Millennials (individuals born between 1980 to 2000) are now the largest living generation and they love to buy stuff. Marketing to them, however, will require new approaches and tactics to impact purchasing decisions.

Millennials have grown up with the internet, social media and smartphones. They don’t respond to traditional media like other groups and prefer content created by their peers, known as user-generated content (UGC). An infographic by Crowdtap and Ipsos reveals millennials trust UGC 50% more than other media.

Millennials spend mind-blowing amounts of time with UGC

Millennials spend 5.4 hours per day engaging with user-generated content. The most frequently checked social media networks are Facebook, Twitter, Instagram and Snapchat – 71% of millennials check their feeds on a daily basis, ahead of traditional media, such as watching TV (60%) and listening to radio (53%).

UGC helps them buy

In a recent Crowdtap poll, more than 50% of millennials reported tapping UGC before making big purchases like cars, major electronics (TV, computer, tablets, etc.) or major appliances (fridge, washing machine). In the travel industry, 40% of millennials rely specifically on UGC to inform their travel plans.

Not only will incorporating UGC within your marketing activities improve your brand’s trust and credibility, it’ll boost your bottom line – it’s been shown to generate a 39% uplift in sales.

What does this mean for marketers?

It’s time to ditch the posed images of perfect couples and harness the real life, visual stories your fans are posting on social media.

Your fans and customers are now your best marketers. They are producing personal, authentic and relevant content that others trust. It’s that user-generated content that is a gold mine for marketers to really connect with millennials.

Here are some simple ways you can incorporate user-generated content into your marketing.

Make your website more engaging

Give millennials a reason to visit your website by creating an engaging, dynamic website experience.

Instead of using stock photos, you could use UGC photos to promote your products. Placing UGC on product pages has been proven to significantly drive conversions.

You can run competitions and polls to engage and reward your customers. Collect entries across social networks and run your competition within your website. 62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.

Drive conversions at the point of sale

Ecommerce and retail marketers can use UGC images to provide authentic product recommendations at the point of sale.

Topshop used the hashtag #LIVETRENDS from London Fashion Week to turn front row tweets into groups of Topshop products that consumers could purchase instantly. The dynamic and live content was featured across all touchpoints, including topshop.com, outdoor billboards and regional stores.

As a result, Topshow saw up to 75% sales uplift online during the campaign and an 11:1 return on its investment.

There’s a big pay off for marketers who use authentic and real content posted by their fans and customers. Marketers that have yet to consider UGC in their strategies better start now.

To find out how Stackla can help you engage millennials with the authenticity of user-generated content, get in touch with us, we’d love to hear from you.

See how you can start getting better content with less effort.

We respect and value your privacy, read our Privacy Policy here.