2021-11-03-Bazaarvoice-2021年社交媒体用户生成内容调查（英）_22页_2mb.docxVIP

Thesocialmediamanager’sguidetouser-generatedcontentbestpractices

What’sinside

Introduction 3

WhyUGCisessentialforyourbrand’ssocialstrategy 5

HowtoacquireUGCandutilizeitacrosssocialchannels 11

Allowconsumerstoshop,notjustbuy 15

Evaluateandscaleyourbrand’sUGCefforts 17

BazaarvoiceempowersyoutodomorewithUGC 19

References 20

UGCbestpractices|2

Introduction

Whenwe’redecidingwhattobuy,weoftenlooktothepeopleweknowandtrustfortheirrecommendations.Forexample–aneighborhasagreatexperiencewithaparticularDIYbrandandrecommendsthemwhenweask,

soweusethesameone.Wespeakhighlyofourfavoriteapparelbrandtoourfriends.Or,wetellourparentsallaboutournewfavoritefoodproductatthegrocerystore.

Evenwhenwemaynotbeinthemarketforacertainitem,arecommendationcaninspireustomakeapurchaseanyway.Afriendgushesaboutthenewgadgettheyjustbought,andwerealizeweneedone,too.

Clearly,word-of-mouthmarketingisvaluable,butwedon’thavetopersonallyknowsomeonetoputstockintheiropinionandtrustitenoughtomakeapurchase.92%ofconsumerstrustotherpeople’srecommendations,evenwhentheydon’tactuallyknowthem.1

That’swhyyoureadreviewsbeforeaddingaproducttoyourcart.It’swhyyouconsiderhowanitemlooksonthecustomerwhoactuallyboughtitandsharedapicofitonInstagram—notjustthemodeladvertisingit—beforebuyingitforyourself.

That’sthepowerofuser-generatedcontent(UGC).

UGCbestpractices|3

UGC

UGCbestpractices|PAGE4

184%

184%45%

RiverIsland RiverIslandaverage

conversionrate ordervaluelift

UGCisanytypeofcontentcreatedandsharedbyrealcustomers.It’smodern-dayword-of-mouthmarketingthatcantaketheformofaproductreview,aselfie,

avideoofaconsumerusingaproduct,andsomuchmore.

Thispersuasiveandinspiringcontentisoftenfoundandsharedon