32 Ways To Capture, Create and Celebrate UGC in E-Commerce

When Millennial and GenerationZ shoppers set their sights on a new purchase, the next step is almost always a search for visual content from other people who have already bought the product. When young consumers hit upon reviews featuring user-generated photos and videos this is almost unanimously more likely to lead to conversion.    

These insights are taken from PowerReviews, which has measured the annual impact of UGC on the conversion rates of 1.5MM online product pages from more than 1,200 brand and retailer sites for the past three years. Its latest analysis revealed that, in 2022:

• UGC had a 3.8% conversion lift on site visitors;

• There was a 103.9% conversion lift among visitors who interacted with UGC photos and videos. 

(PowerReviews, How User-Generated Content Impacts Conversion: 2023 Edition)

Leveraging visual user-generated content (UGC) in e-commerce can be a powerful way for brands to showcase their products and build trust with potential customers. Videos featuring people and products bring otherwise static objects to life, and give consumers a deeper sense of how things look, how big they are, and how they function. They can also be customized according to the type of product and the demographic of the audience.

A car targeted at petrolheads, for example, naturally lends itself to evocative test drive demos:

@davemotoring This little weapon is so much fun! The Toyota GR Corolla is like a reborn Mitsubishi Evo. Love it. #driving #skids #fastcars #toyota #grcorolla #drift #wantone ♬ original sound - DaveMc_Motoring

Tech gear builds suspense through unboxing videos:

@slogo

Trying out the Apple Vision Pro 🍎🕶️

♬ original sound - Slogo

Baby products provide reassurance with how-to videos and explainers:

@sairasteelman Replying to @furdos_ Hope this helps!! Using a carrier takes practice but i found this to be the best all around carrier! #ergobabyomni360 #ergobaby #frontfacingcarrier #babycarrier #newmom #parenting #ftm #momtok #momsoftiktok #momlife #motherhood #momlife #momstruggles ♬ Pieces (Solo Piano Version) - Danilo Stankovic

Here are some more examples of video formats:

#1 Product demos

This type of video shows customers how the product works and what features it has.

#2 Customer testimonials

This type of video features customers talking about their experiences with your product, which can be particularly effective for building trust and credibility.

#3 Unboxing videos

This type of video shows customers what they can expect when they receive their order.

#4 How-to videos

This type of video shows customers how to use your product, which can be particularly effective for complex products.

#5 Influencer videos

This type of video features influencers using your product and talking about their experiences.

#6 Animated videos

This type of video can be used to explain the features and benefits of your product in an engaging and creative way.

#7 Live streams

This type of video can be used to showcase new products or answer customer questions in real-time.

Once you’ve decided on the best type of video UGC for your business and audience, the next step is finding a way to capture it. Here are a few strategies for capturing UGC in e-commerce:

#8 Create a dedicated UGC section on your website

Create a dedicated section of your website where customers can share photos and reviews of your products. This can be a great way to showcase the variety of ways your products are being used and the different types of customers who are buying them.

#9 Encourage customers to share their own content

Encourage customers to share photos and reviews of your products on social media platforms like Instagram, Twitter or Facebook by offering incentives like discounts or rewards.

#10 Make it easy for customers to leave reviews

Make it easy for customers to leave reviews on your website by including a review section on product pages and making sure your website is mobile-friendly.

These types of UGC video formats can help brands create a sense of authenticity and social proof to drive conversions. They provide great content that can be put to use in a multitude of ways. For example:

#11 Use UGC in product listings

Incorporating UGC directly into your product listings can help customers envision themselves using your products and can provide a sense of social proof.

#12 Share UGC on social media platforms

Share UGC on your social media platforms to help build trust and credibility with potential customers.

#13 Use UGC in Email Campaigns

According to a study by Retention Science, emails that include user-generated content have 29% higher open rates and 41% higher click-through rates.

#14 Leverage UGC in Influencer Marketing

Partner with influencers who have a large following and ask them to create content featuring your products. This can help to increase brand awareness and credibility.

#15 Use UGC in Advertisements

Use user-generated content in your online advertisements, such as on social media platforms or Google Ads. This can help to increase the click-through rate and conversion rate of your ads.

Beyond providing valuable social proof, UGC also offers a window into your community and an opportunity to build loyal relationships and establish brand advocates. Brands can show appreciation to UGC creators by resharing the content across social media and using this as an opportunity to celebrate and interact with the customer. Here are some examples of social media captions that brands can use to celebrate UGC:

1. "Real customers, real results! Thanks for sharing your experience with us [username]"

2. "Our customers are the best! Thanks for showing us how you style our products [username]"

3. "Proof that our products are loved by all! Thanks for sharing [username]"

4. "Seeing our products in action is our favorite thing! Thanks for the post [username]"

5. "Customer satisfaction is our top priority and it shows! Thanks for the great review [username]"

6. "Seeing our products bring joy to our customers is priceless! Thanks for sharing [username]"

7. "Our community never ceases to amaze us! Thanks for the beautiful post [username]"

8. "We're all about real-life experiences! Thanks for sharing yours with us [username]"

9. "We love seeing our products in action! Thanks for the post [username]"

10. "Nothing makes us happier than seeing our customers happy! Thanks for the post [username]"

11. "Real people, real experiences! Thanks for sharing yours with us [username]"

12. "Our customers are the reason we do what we do! Thanks for the post [username]"

13. "Nothing beats seeing our products in action! Thanks for the post [username]"

14. "We're all about authenticity and that's exactly what we see in this post! Thanks [username]"

15. "Our products are meant to be used and loved, as you can see from this post! Thanks [username]"

16. "We're always thrilled to see our products being put to good use! Thanks for sharing [username]"

17. "Nothing makes us happier than seeing our products bring joy to our customers! Thanks for the post [username]"

Join the brand Waitlist to start capturing, creating and celebrating UGC!👇