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Why Shoppable UGC is the Future of eCommerce Experiences

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why shoppable ugc is the future of ecommerce

Today’s brands have started turning the spotlight away from themselves, and toward their loyal customers, employees and brand fans, letting the content those groups create fuel more and more of their marketing activities.

Why?

User-generated content (UGC) has been established as some of the most engaging content out there. People like it because it comes from real people, it’s authentic, it’s more relatable than polished branded content, the list goes on.

Increasingly, brands are capitalizing on this content strategy by featuring UGC in their social feeds, on their websites, in ads and emails.

Consider these statistics:

When you look at the rapidly growing world of online shopping, the lines have begun to blur between content and commerce. Online stores are increasingly feeding content from social media into their websites, as social media channels roll out advanced features for brands to create fully functioning eCommerce stores in-app.

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While the competition in eCommerce is fiercer than ever, brands have ample freedom at this moment to experiment and discover what engages consumers the most.

And as online experiences evolve quickly, it’s an opportunity to try something new to stay ahead of competitors. 

Enter shoppable content

The eCommerce brands that can provide the best, and most seamless path to purchase will inevitably be the ones that see the highest engagement and sales. This is why brands are looking to create purchasing opportunities wherever they can, which includes making content (images, videos, blogs, etc.) increasingly shoppable.

Shoppable content experiences can eliminate steps in the traditional buyer’s journey, reducing the chances that potential buyers will fall off on their path to purchase.

In a best-case scenario, shoppable content ensures that consumers are only one or two clicks away from getting the product they desire when inspiration strikes. It’s online shopping made fast, easy, seamless and engaging.

Take that a step further, and we begin seeing businesses capitalize on the growing trend of UGC by making images of real people using or wearing their products shoppable.

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Why Shoppable UGC is the future of eCommerce

A recent DemandGen report revealed that a whopping 91% of buyers prefer visual and interactive content over traditional formats.

Delivering compelling visual content, that consumers not only want to see more of, but are also more likely to engage with, is crucial to eCommerce success. This is why UGC is the next frontier in shoppable content. 

In the last couple of decades, consumer interest in sleek, professionally-produced brand content has diminished while the popularity of real and unvarnished content on social media has grown.

Today, people not only consume but also create the content they crave from brands – in fact, a majority of consumers (56%) said that user-generated photos and videos are the content they most want to see from brands. 

UGC is the only type of content that can provide the visual social proof online shoppers seek. Consumers can’t physically experience an item before purchasing it online, so the next best thing is authentic visuals that can provide a view into what a product looks like in real-world scenarios. 

Given that online shoppers want more interactive experiences, it’s only natural that the most influential content is not picture-perfect product photos, but the realistic user-generated images from genuine customers.

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Going Beyond Social Commerce

As more consumers turn toward eCommerce to fulfill their shopping needs, social media platforms are taking advantage of this demand. Social networks are increasingly investing in features that allow for content to be commercialized.

The ability for brands to promote and sell products via social media is called social commerce, and it’s a hugely powerful tool at modern marketers’ disposal.

But it’s only one side of the social shopping coin.

While shoppable social proof has proven to be highly impactful in helping retailers reach shoppers on social networks, the value of user-generated content can (and should) extend far beyond social channels. Extending shoppable content past third-party platforms like social networks, and onto owned channels like homepages, product pages, emails and more, can help marketers create more consistent and engaging omnichannel experiences, which enable people to buy, no matter where they are in their customer journey.

Lush Cosmetics’ Shoppable UGC Experiences

A great example of a brand using shoppable UGC beyond social media is Lush Cosmetics.

Lush featured shoppable UGC from customers on their homepage and product pages, taking visitors directly from visual inspiration to relevant purchasing pages. In one month alone, that section of their homepage had 1 million impressions – a 333% increase from the branded content in their homepage gallery. 

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What’s more, 2% of visitors took an action on their Stackla-powered UGC after being presented with a “Shop Now” button.

lush face mask stackla shoppable content

As explained by said Sabine Schwirtz, a former Community Manager at LUSH:

“We’ve found that not only are people creating content about the products they like, but they’re quickly convinced and they’re making purchasing decisions based on other peoples’ UGC.” 

The project underlines the power of UGC within the broader eCommerce journey.

Conclusion

At a time when the digital competition has never been greater, injecting shoppable user-generated visuals into every customer touchpoint can help brands break through a noisy market by delivering authentic and actionable content to distracted consumers. 

In addition, the sheer abundance of these freely available visuals has the potential to lower content costs, while also solving one of the biggest content challenges plaguing marketers today: producing enough visuals at a fast enough pace to keep up with the demands of modern marketing.

Making UGC the focal point of your shoppable content can help your brand create more meaningful connections with audiences. It brings a greater level of relevance, inclusivity and personalization for people who are seeking out authentic shopping experiences and brings reality online – effectively taking them from the point of inspiration to the point of purchase.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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