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Why user-generated content will remain a key strategy in a post-COVID-19 world.

We’ve thoroughly discussed how brands are managing their online communications during the pandemic in our recent webinar. But actually, it may take us a long time before we have a clear picture of how COVID-19 has truly impacted consumer behavior, and what that means for marketing and promotion efforts.

In spite of that, User- generated content is among a number of trends we’ve identified, that have been slowly gaining momentum over the past few years, that will remain strong post COVID-19.

Here’s what’s been going on.

Here are some interesting facts that have been paving the road so far this year:

  • E-commerce revenue has increased over 28% year-over-year in the US since March.
  • A study across 30 markets showed social media engagement increasing 61% over normal usage rates. WhatsApp, Facebook and Instagram have all experienced a 40%+ increase in usage from under-35-year-olds.
  • Retail email open rates rose 25%, with a clear increase in desktop more than mobile.

With these new insights and data points, it will be key for brands to adapt, take a proactive approach, and create clear, candid, and honest connections with new and existing customers.

Marketing post COVID.

Build meaningful connections, create stories.

People now more than ever are seeking to create a connection with brands. Reliability and social proof can become a key part when considering making a purchase. Consumers are constantly bombarded with content, and the only way brands can cut through all that noise is with authentic content, which helps to empathize and to make some sense of a chaotic world. 

Story-telling is one of the most influential forms of marketing there is, but when you add user-generated content into the mix, you make it more authentic, reliable, and real.

User-generated content (UGC) is the most trustworthy, reliable, and authentic form of content. In fact, over 90% of the people trust UGC while making an online purchase.

63%

believe UGC creates a more authentic shopping experience.

73%

say UGC increases their purchasing confidence.

61%

report UGC encourages them to engage with brands.

Source: Medium.com

With high-quality user-generated content (UGC), you can connect with your customers on a deeper-level, and lower the high costs associated with constant content production and promote the authentic content that today’s consumers crave.

Foster brand loyalty and advocacy.

For today’s consumers, trust is essential in buying consideration. It is almost as important as quality, convenience, and value. They will not only purchase products from a brand they trust, they will also stay loyal, advocate, and even defend the brand. Since people are more inclined to trust other consumers, brand advocates and influencers can really contribute to building trust. 

Connecting with consumers that are passionate about your brand is vital.

A good UGC strategy also helps cultivate a community around your brand, and the members can become advocates for your products. Leverage your fans’ and followers’ content to build trust in your brand and nurture relationships with your customer base.

Stay digital.

The pandemic has undoubtedly forced brands to shift their marketing efforts into digital channels and formats to meet the changing behaviors of consumers. However, this has also turned out to be a springboard for some amazing technologies and channels to drive innovation in every industry. Social Media, e-commerce, websites, and email are now more important than ever.

With Olapic’s UGC solution you can activate across all your marketing channels and see a measurable lift in revenue, engagement, product coverage, and conversion. You will increase engagement and click-through rates by using your UGC in your paid and organic ad strategies across the whole customer journey.

Brands need a content marketing strategy for the modern customer journey. From user-generated, to influencer-generated, to brand-generated content, Olapic can help you achieve a high-performing visual content approach optimized for every touchpoint.

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