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1、UGC IN MARKETING:The role of shopper content in authentic brandingUGC IN MARKETING:The role of shopper content in authentic brandingWhats inside 2024 BAZAARVOICE,INC.2THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDING3 Introduction5 Shopper and creator content is the ultimate driver of authentic bran

2、ding16“But what about”Debunking myths about user-generated content23 How to craft an authentic user-generated content marketing strategy30 How to measure the success of user-generated content36 Key takeawaysIntroductionTheres many things that keep marketers up at night:maintaining brand awareness,la

3、unching new products,safeguarding your brands reputation,and reaching the right audience even as paid ad effectiveness dipsall while trying to drive healthy profit growth and foster consumer loyalty.As consumer behaviors and expectations shift,one part of the marketing mix is becoming more relevant

4、and impactful,but not all businesses are fully leveraging it:How is your brand approaching the use of non-branded content?Our own research shows that just about EVERYONE(100%of shoppers)has purchased a product based on a recommendation they saw online from another shopper.1 The brand discovery and a

5、wareness between consumers and content creators on social have become the golden ticket to effectively reaching new audiences.However,almost all shoppers(92%)trust peer recommendations more than traditional branded advertising4 yet 75%of brands still spend the majority of their marketing budget on c

6、reating and distributing branded content.2Clearly,theres a disconnect.But theres a silver lining.With brands being up against some of the toughest challenges,including diminishing return on investment(ROI)from relying on paid media,changing privacy laws,and tight budgets,one tactic shines as a great

7、 way for marketers to optimize their marketing mix investing more in driving user-generated content(UGC)like product reviews,star ratings,and photos and videos from social.2024 BAZAARVOICE,INC.3THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGYou can do this by adopting what we like to call the“And”

8、strategy:integrating branded content AND UGC in your content supply chain.Having the right mix of branded and,yes,user-generated content is the way to authentically win the hearts and souls of your consumers in todays socially active world.In this e-book,well delve into the benefits of allocating mo

9、re of your marketing budget to UGC,how to give users shopping experiences that will keep them coming back,and debunk commonly believed myths about UGC.Youll learn:Youll learn:How UGC can improve the ROI of your marketing mix The value of amplifying your content strategy with content from everyday sh

10、oppers and content creatorsHow top brands are saving time and money with UGCHow to choose the right content and platform for your UGC campaignsHow to generate on-brand and brand-safe content with social UGC 2024 BAZAARVOICE,INC.4THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGShopper and creator co

11、ntent is the ultimate driver of authentic brandingWe love our creators,especially those who felt so excited or passionate about our brand that they created something interesting,fun,and unique to promote our brand.Its word-of-mouth marketing with a super high return potential.Bazaarvoice customer Sr

12、.customer marketing manager,food and beverageWe surveyed over 200 brand marketers and social media managers to understand the types of content most commonly used today and the sentiments towards each.Marketers ranked branded content(created and owned by the brand)as the most important content largel

13、y due to the ability to control quality and brand guidelines.While it only makes up about a third of photo and video content strategies,branded content takes up a whopping 75%of brands content budgets.2 The other two-thirds of the material making up brands content strategies is produced by an outsid

14、e party from everyday shoppers to mega influencers.2024 BAZAARVOICE,INC.5THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGEveryday shoppersPaid creators(Paid or paid in kind)Everyday social media usersNano2500-10,000 followersMicro10,000-50,000 followers Mid-tier50,000-200,000 followersMacro200,000-

15、500,000 followersAdherence to brand guidelines Low Medium HighContent volumes High High LowFollower count Low Medium HighEngagement High Medium MediumReach Low Medium HighBudget allocation Low Medium HighAuthenticity and credibility High High MediumTendency to consent to reuse content High High High

16、Types of creators 2024 BAZAARVOICE,INC.6THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGConsumers like to hear what their peers are saying about products.Photos help consumers to visualize a product in the real world.We can all relate to this,and it can be the tipping point in the buyer journey.Baz

17、aarvoice customer E-commerce content manager,manufacturingCONSUMERS TRUST SHOPPER CONTENTWhile brands are heavily invested in brand-created content,the reality is the majority of consumers need to see both branded photos(83%)and shopper photos(76%)in order to make a confident purchase.2 And that tru

18、st in shopper content has grown over the past five years,as consumers traditional buying habits have been shaken up after a global pandemic and an economic slowdown.Over the last five years,78%of consumers have increased or maintained their trust in everyday social users,and 86%have increased or mai

19、ntained their trust in content creators.of consumers have increased or maintained their trust in everyday social usershave increased or maintained their trust in content creators78%86%2024 BAZAARVOICE,INC.7THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGHobbycraft As the UKs largest arts and crafts

20、 retailer,Hobbycraft wanted to showcase creations from other customers to help inspire purchases.With help from Bazaarvoice,the retailer collected shopper content from social media campaigns and added it to their website.SUCCESS STORYUGC is more authentic to our customers and complements our traditi

21、onal brand product imagery.Lauren Couston Digital Product Content Manager,Hobbycraft367%increase in time on site5219%increase in conversion rate524%increase in average order valueThis shift in content is paying dividends for Hobbycraft.Incorporating social UGC into their strategy increased their cli

22、ck-through rate by 95%,and Hobbycraft achieved their annual ROI target in only eight months.The brand also achieved:2024 BAZAARVOICE,INC.8THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGSOCIAL IS THE NEW SEARCH Social media platforms play a huge role throughout every stage of the shopper journey fr

23、om product discovery and research to decision making and brand loyalty.This is especially true for our youngest cohort of 18-24-year-olds:2 79%73%69%73%often discover products through social(discovery)2research products via social(consideration)2follow their favorite brands on social(loyalty)2have p

24、urchased products from social media in the past year (purchase)2 2024 BAZAARVOICE,INC.9THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGOver three quarters(76%)of this segment are more likely to discover a product through social than any other way.Future generations may not search at all as they dis

25、cover,evaluate,and buy more and more products through social channels.Discovery is particularly important in the current economic climate,as 70%of shoppers are willing to try a different brand from the one they normally buy.But 55%of shoppers are unlikely to buy a new product if it doesnt have any U

26、GC.2IMPROVED REACH AND ENGAGEMENTUGC can significantly extend a brands reach beyond its existing audience.When users share content featuring a brand,their friends and followers see it,exposing the brand to a new audience and fostering organic engagement.Reaching these relevant social circles,startin

27、g with your core audience,helps you make the most out of every impression.REDUCED AD FATIGUEConsumers are exposed to a massive amount of advertising every day,leading to ad fatigue and banner blindness.Featuring user-generated and creator content in your advertising can help to break through this fa

28、tigue by offering fresh,authentic content thats more likely to capture user attention.Hello,increased click-through rates and conversions(ultimately reducing your overall CPM)!of shoppers are willing to try a different brand from the one they normally buyof shoppers are unlikely to buy a new product

29、 if it doesnt have any UGC.270%55%2024 BAZAARVOICE,INC.10THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGParachuteHistorically,bedding and bath brand Parachute relied on its brand-created editorial content to provide sleek and eye-catching ads.Now,Parachute embraces the power of UGC in its marketin

30、g mix to show consumers how its customers are styling and using its home decor products in everyday life.After introducing UGC into the mix,Parachute had a greater stream of new,high-quality content to leverage across other marketing initiatives.SUCCESS STORYWeve seen that our customers have a highe

31、r propensity clicking on and engaging with rich UGC imagery than traditional product-centric imagery.Luke Droulez CMO,ParachuteWhen Parachute incorporated UGC into its retargeting ads,the ads generated:35%60%higher click-through rate6lower cost-per-click6USER-GENERATED CONTENT INCREASES CONSUMER ENG

32、AGEMENTUGC is all about connecting with consumers,building an online community,and creating a conversation between customers and a brand.So its no surprise that your content receives 28%higher engagement when UGC is integrated alongside your typical posts.3 2024 BAZAARVOICE,INC.11THE ROLE OF SHOPPER

33、 CONTENT IN AUTHENTIC BRANDINGRaelRael entered the beauty space by developing a line of skincare products geared toward usage at different phases of a womans cycle like cleansers,toners,and moisturizers.SUCCESS STORY2,0009.8Mcustom VoxBoxes sent to target buyers7impressions from social post shares,l

34、ikes,and comments7Its all about building trust with consumersKnowing that people cant touch and feel a product online,and with the sensorial aspect of beauty and skin care,the third-party validation from UGC is so important.Sorah Park CMO,RaelTo venture into the new space,Rael needed to build awaren

35、ess,establish credibility,and drive trials of new products all of which can be accomplished with social proof from UGC.Rael used Bazaarvoices turnkey sampling solution that generates high-quality reviews and social advocacy by sending products to select members of Bazaarvoices Influenster community.

36、In turn,they boosted their engagement with this content and improved customer sentiment.Through two sampling campaigns with Bazaarvoice,Rael was able to achieve:2024 BAZAARVOICE,INC.12THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGWhats behind this higher engagement?It comes down to the fact that

37、people want to get in touch with their favorite brands through social media channels.In fact,social UGC contributes a lot to loyalty,with 46%of shoppers often following their favorite brands.2Brands can boost engagement with UGC in a number of ways.Take the luggage brand Samsonite,for example:Samson

38、ite put social media to work and created a summer travel-themed giveaway for the best“out of office”reply,encouraging followers to compete for$2,500 worth of Samsonite goods.With over 27,000 posts,they were able to collect enough visual UGC to expand their product imagery and drive more traffic to p

39、roduct description pages.The most followed brands on social media are those that share their followers content.And engagement breeds further engagement,which inspires the creation of more UGC.Its our favorite cycle.By providing a platform for users to share their thoughts and showcase their product

40、usage,UGC facilitates a two-way communication channel where customers can voice their opinions and be acknowledged.Furthermore,weve observed a notable ripple effect:When a few individuals contribute their feedback through UGC,it stimulates increased interest from others to join the conversationand c

41、ollectively contributes to a rich tapestry of experiences associated with our brand.Bazaarvoice customer Christopher Payne,Digital Web Experience Director,Rocky Brands 2024 BAZAARVOICE,INC.13THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGSHOPPER CONTENT DRIVES SALESShoppers face an abundance of ch

42、oices,and in light of increasing prices combined with the increasing uptake of e-commerce and social commerce were seeing a change in how consumers discuss,assess,and ultimately buy products.Globally,73%of consumers claim to have changed their spending habits.In most cases,consumers are choosing to

43、make fewer purchases and spend less on products,particularly those that are practical(56%),delayable(61%),and non-essential(77%)purchases.2 The upside of the downturn is that 70%of consumers are also open to trying a different brand for products they regularly buy.2 This represents a significant opp

44、ortunity to attract new customers,drive sales,and build loyalty.With consumers more cautious than ever when it comes to purchasing decisions,more shoppers are relying on authentic UGC to convince them to buy.Over a third(35%)of shoppers say they depend more on UGC during challenging economic times.A

45、nd the trend is particularly strong among younger age groups,with 50%of 18-24-year-olds leaning on shopper content more today than in previous years.2Consumers are looking to UGC like photos,videos,and social posts to determine:If they are getting value for money(62%)The quality of materials(50%)Whe

46、ther the product matches the description(44%)As a matter of fact,over two-thirds(69%)of consumers claim that photos of products taken by other shoppers impact their purchase decisions more than any other factor.2 2024 BAZAARVOICE,INC.14THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGOliver BonasSho

47、pping online is convenient but often limits peoples ability to envision products in their own homes.On top of that,colors can look different on a webpage versus in real life.SUCCESS STORYThis content works as a visual review,allowing customers a better idea of how products look by showing how theyre

48、 used or styled in a real-life setting or on a real person.Using UGC has also helped us create a sense of community and personality on our site and channels.Our followers have great taste,and we love seeing how they are using their OB products.Alice Lewin-Smith Digital Marketing Manager,Oliver Bonas

49、176%increase in time on site8188%conversion lift826%boost in average order value8To overcome this hurdle,Independent British lifestyle store Oliver Bonas evolved by working with Bazaarvoice to rely less on just professional product photos and pictures of models and more on social UGC.With Bazaarvoic

50、e,Oliver Bonas enhanced their online experience with strong photos and videos collected from their social community to drive more engagement and conversions,as well as improve customer sentiment towards their brand.They featured UGC on their social media profiles and put shoppable UGC on their homep

51、age,product pages,and other marketing channels.These efforts helped Oliver Bonas achieve:2024 BAZAARVOICE,INC.15THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDING“But what about”Debunking myths about user-generated contentConsidering all the ways UGC drives brand performance,its surprising that most

52、content creation budgets are still spent on branded content.Three-quarters(75%)of brands and retailers still spend over 60%of their budget on this content category.2Fortunately,67%of brands and retailers intend to increase their spend on UGC in the next year.5 Those planning to increase their invest

53、ments are looking to:80%78%74%79%68%67%Improve the shopper experienceIncrease conversionsImprove product pagesIncrease discoveryImprove SEOImprove returnsWhy have so many brands and retailers waited this long to make the investment in UGC?And whats holding back the rest of them?Not everyone possesse

54、s expertise in influencer marketing or UGC.With this lack of hands-on experience,various myths have emerged.Here are some common concerns weve encountered.2024 BAZAARVOICE,INC.16THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGFINDING AND CURATING UGC IS TOO TIME CONSUMINGCreating branded content of

55、ten involves significant production time.In fact,most marketers say it takes between one and six hours to create a single piece of content.23 Its no wonder most digital marketing teams are busy.And time is one of our most valuable assets.It can be daunting to think about executing a robust UGC strat

56、egy on top of your current branded content efforts.But studies show that working with an end-to-end UGC platform can improve the productivity of your content operations by 30%taking some of the stress off your shoulders.9Our newest affable.ai technology can also save you valuable time on your UGC op

57、erations by helping you find the best creators and influencers for your brand and budget.With Bazaarvoices affable.ai solution,marketers save up to 80%of the time it typically takes to run creator marketing campaigns.3 On top of the technology,the service offered by an end-to-end UGC platform can al

58、so save your team time and headaches.For instance,product sampling programs are a highly effective way to generate shopper content.At Bazaarvoice,we offer a white glove sampling experience that saves customers up to 34 hours they would otherwise spend on sampling efforts,3 including:Working with Baz

59、aarvoice to collect UGC freed bandwidth,allowing marketing teams to focus on expanding the scale of outreach and analyzing content performance.Forrester The Total Economic Impact of Bazaarvoice Custom box designs Fulfillment Online and in-store activations Member targeting,selection,and communicatio

60、nsMYTH#1 2024 BAZAARVOICE,INC.17THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGWe would highly recommend Bazaarvoice affable.ai for its insights on influencers and tracking and reporting capabilities.The process is a lot easier and convenient in getting details such as engagement rate and reach of

61、 influencers,which helps us curate our content more efficiently.Celisse Ng Marketing Manager,LOccitaneSHOPPER CONTENT IS TOO EXPENSIVEGroceries are getting awfully expensive these days,but our families still need to eat.Similarly,marketing budgets are getting pretty tight,but youre still expected to

62、 feed the business by producing the same results or better.Because of this,we all have to get creative,think differently,and shop around to maximize our resources.When you actually crunch the numbers,branded content is more expensive for less return compared to UGC.Only 33%of brands content is brand

63、-created,yet it takes up an average of 72%of the content budget.1 And despite the high levels of investment,it can still feel like you never have enough branded content.Conversely,the ROI of using an end-to-end UGC platform like Bazaarvoice is incontrovertible.Forrester reported a 400%ROI for using

64、the Bazaarvoice platform thats a$4 return for every dollar spent!9 The analyst firms Total Economic Impact of Bazaarvoice also reported:MYTH#2 3-month payback period 4X increase in conversion rates 2.71%contribution to total revenue 2024 BAZAARVOICE,INC.18THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRA

65、NDINGEveryday shoppers make authentic and relatable content that has the potential to reach a wide audience or go viral and its only the cost of product samples.We save having to pay them what could be thousands of dollars for similar content.Sr.customer marketing manager,food and beverageThats beca

66、use not only does shopper content cost less to produce,its also more authentic and trustworthy to shoppers leading to higher conversions,increased revenue,and ongoing loyalty.The variety in UGC also allows brands to be more responsive to a wider variety of content needs as they arise.Finally,UGC pay

67、s residual dividends in the form of brand awareness.Campaigns that use the Bazaarvoice Influenster community to generate social content garner,on average,$3M total monthly earned media value.10BAZAARVOICE INFLUENSTER COMMUNITYBrands use Influenster to connect with the right samplers and advocates to

68、 try products,share authentic reviews,and create stunning visual content.Access a global community of 8 million+members21 Who have created 255,000+social posts10 And add 500,000 new pieces of UGC monthly22Marketing today has a strong focus on meticulously crafted visuals and stories.User-generated c

69、ontent serves as our compass,leading us towards authentic connections with our customers.It transcends the mere transaction of products;rather,it encourages the art of narrative storytelling a deliberate effort to construct a compelling discourse that aligns seamlessly with the genuine experiences o

70、f our most loyal customers.Bazaarvoice customer Christopher Payne,Digital Web Experience Director,Rocky Brands 2024 BAZAARVOICE,INC.19THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGUNPOLISHED CUSTOMER CONTENT WILL LOOK UNPROFESSIONALWeve heard some marketers are worried about the quality of shoppe

71、r content after all,maintaining your brand standards is important.Thankfully,there are steps you can take to make sure youre getting quality content from both your paid collaborations and everyday shoppers.Provide detailed creator briefsTeaching your creators about your brand is key to creating cont

72、ent that aligns with your standards and aesthetic.Some of the important elements to include in your brief include:Your brand story:Relay the story you want to tell not just the content you want.Product usage:Is there a certain way the product should be used?Will the content show utility,or should it

73、 be an unboxing?Encourage authenticity.Your consumers want transparency,and it will help build brand trust in the long run.Make sure creators tag your brand and/or include a unique hashtag for the campaign.Dont forget to include#ad to comply with FTC requirements.Dont hold information back.You are e

74、nlisting a creator to help get the word out on behalf of your brand.The more they know,the better the outcome.Be upfront about any legal guidelines,and dont be afraid to share photo inspiration.MYTH#3Capturing UGC organically can be a challenge,but the Influenster community is highly engaged,and we

75、saw this as a good way to drive purchase intent.Michael Kremer CMO,Pacifica Beauty 2024 BAZAARVOICE,INC.20THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGEducate on content qualityYou should also make sure your everyday shoppers and social media users are fully aware of the fundamentals of content

76、creation.At Bazaarvoice,we champion The 3Cs education to ensure that UGC quality is top-notch:Clarity Good light and focus.Is the image bright,clean,and crisp?Center of attention Show the product front and center.Are products in focus and taken at a good angle?Context Share how you use it.Is the pro

77、duct incorporated into an activity or routine?Weve built this education into our Influenster community;guided tutorials that appear across the Influenster journey teach members how to create strong photos.And weve seen some amazing results with this approach.Brands and retailers achieve:11 566 milli

78、on total impressions from social campaigns 37 million total earned media value from social campaigns 5%average social engagement from sampling participantsRemember,part of the appeal of UGC is its authenticity,which makes it the most trustworthy form of content.In fact,80%of consumers prefer to see

79、real customer photos over stock photos.11 When it comes down to it,you dont want your content to be overly polished.While UGC may lack the meticulous curation associated with professional shoots,its comparatively lower or nonexistent expenses yield more genuine depictions of our products.This stands

80、 in contrast to the potential perception of highly produced content as promotional material,often incurring higher costs for a few shots that may be perceived by customers as advertisements rather than authentic representations of the product.Bazaarvoice customer Christopher Payne,Digital Web Experi

81、ence Director,Rocky Brands 2024 BAZAARVOICE,INC.21THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGIM WORRIED ABOUT MY BRAND SAFETYInvesting in UGC can feel like a gamble.There are a lot of variables to working with so many shoppers and influencers outside of your brand finding content that aligns w

82、ith your brand,ensuring content volume,managing legal rights,and more.But adding shopper content to your strategy doesnt have to be risky.You can simplify the process and maintain control of your program with an end-to-end UGC platform like Bazaarvoice that keeps content proactive,brand safe,and com

83、pliant.Identification:Bazaarvoice affable.ai uses AI to help you find the most relevant and brand-safe influencers its as easy as entering a single text prompt,moodboard,or even a lookalike profile.Curation:Choose from pre-scored content.Our platform proactively recommends the best pieces to display

84、,so you dont have to guess.Moderation:Keep all of your content on-brand.Bazaarvoice ensures the content you collect meets your brand guidelines(so you never display swear words or inappropriate photos,for example).Compliance:Avoid fines and fraudulent content.We ensure UGC meets all rapidly changing

85、 global standards and regulations to reduce your risk.Plus,our platform integrates advanced fraud detection technology and tracks content across the worlds largest syndication network to detect fraud patterns others cant see.All the authentication and moderation means increased brand safety,heighten

86、ed consumer trust and ultimately,more sales.MYTH#4 2024 BAZAARVOICE,INC.22THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGHow to craft an authentic user-generated content marketing strategyGENERATE ON-BRAND CONTENT WITH INFLUENCER PARTNERSHIPSWe might be living in the creator economy,but not all cr

87、eators will be an authentic fit for your brand.To generate high-quality,on-brand content from reviews to visual content to social content you need to partner with the right creators.The more you can match your creator to your customers,the more likely your creator is to resonate with your target aud

88、ience.Age,gender,ethnicity,location,education,household incomeyou get the idea.But make sure to go beyond typical demographics.The secret sauce is looking at shopper behavior,current product preferences,interests,etc.Finally,your creators must authentically align with your brand messaging and purpos

89、e.Once youve found your creators,you need to clearly share what you expect from them and what youre looking to accomplish.Remember,to increase the likelihood that you get just the right content for your campaign,you should:1 Provide a detailed brief that includes your brand story.2 Educate your crea

90、tor on what you consider to be quality content.I remember when I was asked to partner with a baby toy company.If they did some more research on me,theyd realize that I dont have a child or younger siblings,and Im not expecting soon.So if I said yes to the collaboration,Id be putting out content that

91、 doesnt make sense.Marina Mitrakos Digital Creator 2024 BAZAARVOICE,INC.23THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGWhile you want to provide plenty of detail and instruction for your creators,dont forget to encourage authenticity and creativity.Shoppers want to see creators unique personalit

92、ies and uses of your products.Pol Sanchez is a micro-influencer known for her quirky videos and vibrant personality.When Fenty Skin partnered with Pol,they made sure to give her free rein to retain the traits and attitude her audience knows and loves.Its this authenticity that fosters trust and crea

93、tes lasting connections between Fenty and its audience.This all might seem a bit complicated to execute thankfully,paid collaborations can be a breeze with the right technology.With industry-leading technology and automation,Bazaarvoices affable.ai solution allows marketers to find the right creator

94、s,manage collaborations,track campaigns,and measure ROI all from one platform.2024 BAZAARVOICE,INC.24THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGACTIVATE SHOPPER COMMUNITIES TO SOURCE HIGH-QUALITY CONTENTIn addition to paid collaborations,you can also tap into existing communities of everyday s

95、hoppers to generate authentic,high-quality UGC.There are a few ways to engage with these creators,including product sampling,hashtag campaigns,email requests,and giveaways or contests.Product samplingBurts Bees relied on well-targeted product sampling to fuel the launch of the brands cosmetics line.

96、“We knew reviews could be insurance for new products,and that early qualitative feedback and star ratings would ensure a smooth transition into a new market,”said Taylor Steele,Assistant E-commerce Manager at Burts Bees.To collect plenty of high-quality consumer content early,Burts Bees turned to Ba

97、zaarvoice Sampling to get pre-released products into the hands of consumers.Within just two weeks,94%of those who received a sample submitted a review,resulting in more than 300 reviews with a 4.48 average star rating.12Branded hashtag campaignsPutting the spotlight on real people is a key component

98、 of fashion brand American Eagles marketing strategy.After a significant rebrand in 2017,the company shifted its focus towards inclusivity and diversity,which drastically changed its marketing efforts.Around the time of the rebrand,the company launch#AerieReal a campaign featuring unretouched photos

99、 and plus-size models.The hashtag has since generated nearly 400,000 posts on Instagram,with women of varying shapes,sizes,and ethnicities sharing how their Aerie items fit.2024 BAZAARVOICE,INC.25THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDING“What we tried to do,going into it,is figure out how to

100、 take something positive and inclusive and make it really desirable and engaging and give it a voice,”explained American Eagles CMO Kyle Andrew.13With nearly 120,000 Instagram posts,the hashtag#AEjeans has also racked up some impressive engagement and populates a gallery full of content on American

101、Eagles website(shout out to Bazaarvoice Social Commerce!).These hashtag campaigns have helped American Eagle achieve their goal of building an inclusive community and instilling trust in consumers with the company announcing increased revenue and an expanding customer base over the past few years.15

102、 2024 BAZAARVOICE,INC.26THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGGiveaways and contestsGiveaways and contests are a highly effective way to generate shopper content as well as excitement about your brand and products.And,if possible,collaborative giveaways offer the additional benefit of int

103、roducing your products to a broader audience.For example,well-known cosmetics brand e.l.f.Beauty launched an#elfgameup challenge to promote their Twitch channel and new makeup set.It encouraged followers to share videos of their makeup looks using the hashtag for a chance to win prizes.With 2.1 mill

104、ion views of the hashtag,e.l.f.amped up its brand awareness,creating a gamified experience that shoppers anticipated and engaged with.DISPLAY UGC ACROSS THE SHOPPER JOURNEYCurating content is only the first step to an effective UGC strategy.The next step is using that content to populate all of your

105、 channels throughout the customer journey social,advertising,on-site galleries,product pages,email,in-store,you name it.“Not having a robust omnichannel strategy is now a key barrier to success,”said Ainslie Fincham,Marketing Director at Urban Barn.“We work to make every avenue available to our shop

106、pers helpful in making a decision to convert,no matter where they end up making a purchase be it in-store,online,or via social media.”Since customers who interact with UGC are twice as likely to convert,its crucial to display this content at every interaction.2 This instills confidence in consumers

107、every time they come across your brand,increasing the odds that theyll find inspiration and click to buy something.2024 BAZAARVOICE,INC.27THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGSocial content is particularly important when it comes to piquing shoppers interest nearly 70%say social has insp

108、ired them to make a purchase.2 But once youve inspired your shoppers,you need to make it as easy as possible for them to find the products featured in that content.54%of shoppers say theyd be more likely to buy a product on social if they could click the post and get product info right on the platfo

109、rm.2People are busy,and they dont want to comb through your site or worse,Google to find the products youve just piqued their interest in.Enter:shoppable experiences.Imagine scrolling through TikTok or Instagram and a post with shopper content catches your eye.You can tap it,read or watch the review

110、,and purchase the product without going to a different website for the transaction.Its easy,convenient,and encourages conversion.Whether using Instagrams link in bio,a shoppable on-site gallery,or anything in between,all of your content should be seamlessly linked to buy functionality.This is the cr

111、ux of social commerce conversion and the key to driving revenue.TURN SOCIAL CONTENT INTO SHOPPABLE EXPERIENCES THAT DRIVE SALES WITH BAZAARVOICE SOCIAL COMMERCE.16 Up to 140%increase in conversion from shoppable social content on site Up to 15%increase in average order value Up to 308%increase in ti

112、me on site 2024 BAZAARVOICE,INC.28THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGLe ColPremium cycling gear company Le Col was looking to reach new customers by using a shopper content strategy that promotes advocacy and loyalty from expert cyclists.The team cleverly integrated expert reviews and

113、quotes with authentic customer photos in a shoppable on-site gallery to help shoppers feel confident about their purchases.SUCCESS STORYIt improved the site experience,and weve seen great results.Customers who engage with our gallery are five times more likely to convert and are spending 12%higher a

114、verage order value.Andrew Longley Head of Digital,Le Col5Xhigher conversion rate1712%higher average order value1725%higher than average uplift in site metrics17Results of the unique gallery include:2024 BAZAARVOICE,INC.29THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGHow to measure the success of

115、user-generated contentIts common to focus on volume when investing in content,especially because its one of the easiest measures to count.But when it comes to UGC,the benefit to your brand goes far beyond the number of shopper photos,videos,and reviews produced.Measure UGC on product detail pagesOne

116、 of the easiest places to measure impact on revenue is the product detail page(PDP).Bazaarvoices Social Commerce solution allows you to measure what content is converting at the highest rate.Revenue also goes hand in hand with content quality which can be measured through indicators like quantity of

117、 reviews with media and helpfulness votes.UGC serves as a valuable investment for your product team by providing real-time insights into the performance of your products.It acts as a dynamic feedback loop,showcasing which products are perceived as rock stars by customers and identifying areas that m

118、ay need improvement.This information enables your product team to make informed decisions,ultimately contributing to the overall enhancement of your product line.Bazaarvoice customer Christopher Payne,Digital Web Experience Director,Rocky Brands 2024 BAZAARVOICE,INC.30THE ROLE OF SHOPPER CONTENT IN

119、AUTHENTIC BRANDINGMeasure UGC on social mediaMeasurement looks a little different on social than on PDPs,but content quality should still be the focus.Whether youre examining the likelihood to regram on your feed or measuring engagement,Bazaarvoice has tools to help you easily do that in one platfor

120、m.Our Social Commerce tools even let you track which social content leads to transactions.Measure the brand halo effectOne of the most beneficial aspects of content activation campaigns is the overarching halo effect,or the lasting influence on the brand.Sampling products to shoppers,for example,not

121、 only boosts those individual products it also boosts other products and overall brand performance.86%of shoppers who receive product samples say the samples increased their overall brand favorability,and 66%actually switch to regularly using the sampled brand.18 We worked with market research compa

122、ny IRI and global cosmetics brand Rimmel to quantify this lift.Recent post performance78,203June 26,20231:32 PMView Details73,729$938.376.54%2,5767,8477.89%PUBLISH DATEIMPR.REACHENG.RATELINK CLICKSREVENUE87,367June 25,20233:15 PMView Details48,359$456.29 2024 BAZAARVOICE,INC.31THE ROLE OF SHOPPER CO

123、NTENT IN AUTHENTIC BRANDINGRimmel Rimmel was looking to raise awareness of their new Wonder Ombre Holographic eyeliner and revitalize consumer interest in one of their core mascara products.The British cosmetics brand partnered with Bazaarvoice to get products into the hands of targeted consumers us

124、ing custom sampling boxes.The brand collected 1,200+product reviews,which were displayed on Influenster,the brands site,and syndicated to retail partner sites.The sampling campaign also resulted in 15.7 million impressions across 2,400 social posts from consumers.SUCCESS STORY44%higher sales lift ve

125、rsus the benchmark for average digital campaigns in the beauty category1969%higher sales lift versus benchmark for the product categories in which the sampled products1973%said they were likely to purchase something from Rimmel in the next six months19And all of this creator content generated real i

126、mpact for Rimmel:2024 BAZAARVOICE,INC.32THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGMeasure via consumer insightsReviews also hold a goldmine of insights that can change the way you craft your brand strategy,such as key drivers of positive and negative sentiment.While seeing complaints about yo

127、ur products is never fun,negative feedback in particular,can provide some of your most powerful insights.For example,you might uncover discrepancies between the descriptions of your products and the perception of those products by customers.Paying attention to customer pain points allows you to fix

128、issues before earning a negative reputation and win back customers.This improves product perception and shows brand responsiveness.We gauge the strength of product approval or disapproval by analyzing the rate of UGC collection around specific products.This allows us to swiftly recognize popular pro

129、ducts as well as areas that may need enhancement,enabling our team to respond promptly and effectively to the dynamic landscape of consumer feedback.Bazaarvoice customer Christopher Payne,Digital Web Experience Director,Rocky Brands 2024 BAZAARVOICE,INC.33THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRA

130、NDINGNestlBy collecting and leveraging UGC with Bazaarvoice,Nestl Canada allows customers to directly inform brand strategy.Customer reviews and questions provide the Nestl team with an in-depth look into their customers minds,and the brand increasingly relies on insights from reviews to inform prod

131、uct development.SUCCESS STORYConsumers do the talking for us.They speak,and we listen and take action.Were fortunate that our leadership really understands the values of a platform for consumers to share their opinions and voices.20Lee Beech Director of Consumer Experience,Nestl CanadaA few years ag

132、o,Nestl made some changes to one of their customers favorite iced tea products.But after tweaking a few of the ingredients,Nestl saw a slew of negative customer complaints and reviews then sales dropped.Nestls CX team shared these reviews and sales numbers with the brand team,and within several mont

133、hs,Nestl reverted to the original iced tea formula.The average customer rating increased from 1.7 to 4 stars.2024 BAZAARVOICE,INC.34THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGAdvance your content measurement with cutting-edge technologyIts a heck of a lot easier to measure UGC performance with

134、 an end-to-end platform in place.Up your game with actionable performance insights from Bazaarvoice.Insights and Reports offers a user-friendly dashboard to track and analyze the different types of UGC from reviews to Q&A to social media posts.Easily prepare for important meetings,improve products a

135、nd messaging,prioritize resources,and feel confident about adopting strategies that will make the biggest impact on your bottom line.Social Commerce Analytics provide an easy way to measure performance for all social efforts and creator campaigns.Identify your top-performing content and creators and

136、 gain powerful competitor and influencer insights.Analyze top media by views,product clicks,and revenue attributed to each social post and gallery video or photo.Bazaarvoices affable.ai technology is an end-to-end AI-powered creator marketing tool that helps marketers activate campaigns in the short

137、est time.With industry-leading technology and automation,marketers can find the right creators,manage collaborations,track campaigns,and measure ROI all from one platform.2024 BAZAARVOICE,INC.35THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDING36THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGGet st

138、arted on your UGC strategy todayLearn moreKey takeawaysYour teams are probably used to a content strategy heavy on brand-created content.Diversifying your content supply chain to champion all types of content including brand,shopper,and influencer content types may seem like stepping into the Wild W

139、est new setting,unknown players,maybe a few rogue pistols and rattlesnakes.But at the end of the day,UGC works.Heres what you should remember:Consumers trust shopper content and need to view it alongside brand content 78%of consumers feel more confident in a purchase when they view content from othe

140、r shoppers.2 Leveraging UGC can save you significant time on content production.In fact,the right content platform can improve your productivity by 30%.Implementing UGC gives you a huge bang for your buck.Forrester reported a 400%ROI for using the Bazaarvoice platform thats a$4 return for every doll

141、ar spent.Put the airbrush down.Part of the appeal of UGC is its authenticity,and 80%of consumers prefer to see real customer photos over highly produced and edited photos.An end-to-end UGC platform like Bazaarvoice moderates your content at scale and keeps content brand-safe and compliant,no matter

142、what level of creator you have in your content mix.36References1.Bazaarvoice study of consumer and influencer communities.June 2023.2.Bazaarvoice.“Shopper Experience Index.”2023.https:/ network data.2023.4.Reputation.“2020 Retail Reputation Report.”https:/ achieves annual ROI goal in eight months wi

143、th Bazaarvoice.”https:/ increases click-through rate by 35%.”https:/ leverages Influenster to drive brand awareness and sales.”https:/ Bonas sees a 188%conversion lift with visual and social content.”https:/ Total Economic Impact Study of Bazaarvoice.”https:/ Sampling community data YTD.2023.11.TINT

144、.“State of Social&User-Generated Content.”https:/ Bees uses UGC program to fuel success across retail channels.”https:/ Abercrombie&Fitch and American Eagle are Recapturing the Millennial Market.”Nylon.https:/ Abercrombie&Fitch and American Eagle are Recapturing the Millennial Market.”Nylon.https:/

145、2024 BAZAARVOICE,INC.37THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGReferences(cont.)15.AEO Inc.“AEO Inc.Reports Strong Fourth Quarter and Fiscal 2021 Results.”https:/ Galleries performance benchmarks.Q4,2022.17.Bazaarvoice.“Le Col sees 5x conversion by combining reviews and authentic images.”ht

146、tps:/ survey of over 6,000 Influenster community members.2022.19.Bazaarvoice.“Rimmel sees a 44%sales lift from Bazaarvoices Influenster community.”https:/ Canada improves products with Questions&Answers.”https:/ Sampling community data.2023.22.Bazaarvoice community data.23.MarketingProfs.“How Long D

147、oes It Take to Create a Piece of Content?”https:/ 2024 BAZAARVOICE,INC.38THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDINGSupercharge your commerce engineThousands of the worlds leading brands and retailers trust Bazaarvoice technology,services,and expertise to drive revenue,extend reach,gain action

148、able insights,and create loyal advocates.Bazaarvoices extensive global retail,social,and search syndication network,product-passionate community,and enterprise-level technology provide the tools brands and retailers need to create smarter shopper experiences across the entire customer 2024 BAZAARVOICE,INC