As brands start to stretch out their legs in the social media space, there is the realization (sometimes overwhelming realization) that there is a never-ending need for content, and trying to keep pace with the content generation demands is likely futile. Enter User Generated Content (UGC). UGC is really not a new concept, but what is new is that brands are figuring out how they can curate and harness it to sell a specific product and create affinity for their brand.
There is a long-held belief that selling beauty products needed to be a high-touch experience. A potential consumer needed to see the product on their skin and lips, feel the texture, and smell a fragrance, but UGC is starting to prove this long-held belief to be well outdated. It isn’t compelling alone, but when partnered with beautiful “hero” imagery, a strategy on how it is used within the larger ecosystem of messaging, and a shoppable moment, L2’s research suggests conversion increases by as much as 12%.
To see how four beauty brands are using UGC successfully, visit Digiday.