With the eCommerce industry set to hit the $4.1 trillion mark this year, there’s never really been a better time to take your business online. About 3 billion consumers in emerging markets will be online by 2022, driving expected eCommerce growth of 20 percent in those markets alone.
Unfortunately, you’re not the only one who knows this. The downside of being online is the amount of competition. In order for a business to stand out, it has to create a believable online persona that clients can relate to. That’s easier said than done, though.
According to 92 percent of marketers, the content that they produce is authentic. That sounds like we’re doing something right, doesn’t it? However, the same report revealed that 51 percent of consumers feel that fewer than half the brands out there deliver authentic content.
So, clearly, something needs to be done to turn this around. But what?
Enter the Age of User-Generated Content (UGC)
User-generated content is one of the hot marketing trends going into 2020. If brands can effectively harness UGC, they’ll start to see their results improve dramatically.
Nothing matches UGC for authenticity. Say, for example, that you sell skateboards. You could hire a skating pro to help publicize the brand. You might even create some outstanding video footage of him doing trick shots.
And, yes, you’ll get hits. People love seeing a pro work their board. Will it actually help with the sale? After all, you’ve chosen a valid influencer in the industry. Perhaps not. Influencer marketing is not the hot commodity it once was.
It’s simple. It’s a lack of trust. According to Statista, 86 percent of internet users in America distrust influencers and bloggers. Could this be because they’re always trying to sell their followers something? Could it be because of the number of scandals debunking fabulous influencer lifestyles? I’ll let you decide.
Could UGC Provide the Antidote?
In 2019, 79 percent of users said that UGC influenced their buying decisions.
That means that the funny video that your client sent in of him riding his skateboard is more likely to bring in business than the pro video.
Be honest here, how many of your clients operate at the pro level? Many probably aspire to that goal, but most won’t get there. Even a video of someone wiping out is a lot more relatable than a pro video. It’s also a lot more realistic for the average user.
Are you using UGC yet? You’d better get cracking then. This type of content is a lot more relatable, shows your product in a live setting and, best of all, costs you nothing. Why not run a competition and get your fans to start sending in pics or videos of them using your products? Who knows, you might just find the next internet sensation.