User-generated content (UGC) is a powerful tool for Shopify stores to increase sales and build trust. Here's what you need to know:
- UGC includes customer reviews, social media posts, photos, videos, and Q&As
- It builds brand trust, increases customer confidence, and boosts sales
- Key benefits:
- 90% of consumers value brand honesty
- 72% trust online reviews as much as personal recommendations
- Can increase conversion rates by over 50%
To leverage UGC effectively:
- Create a brand hashtag
- Follow up after purchases
- Run contests and giveaways
- Use social media platforms
- Implement UGC on product pages, in emails, and ads
- Track success with engagement, conversion, and sentiment metrics
UGC Strategy | How to Implement | Benefits |
---|---|---|
Brand hashtag | Create unique tag | Collect social media UGC |
Post-purchase follow-up | Email customers for reviews | Increase feedback |
Contests | Ask for photo/video submissions | Generate more content |
Social media | Share and respond to UGC | Boost engagement |
Product page integration | Add customer photos/reviews | Aid buying decisions |
Email marketing | Include UGC in newsletters | Improve open/click rates |
As UGC evolves, expect more personalized content, AR/VR integration, and AI-powered curation to shape the future of e-commerce.
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UGC in E-commerce
User-generated content (UGC) is key for Shopify stores. It helps build trust and boost sales.
Common types of UGC for Shopify stores
1. Customer Reviews and Ratings
- Written feedback and star ratings on product pages
- Help potential buyers make decisions
2. Social Media Posts
- Customer photos and videos with products
- Often use branded hashtags
3. Visual Content
- User photos and videos showing products in use
- Unboxing videos and product demos
4. Testimonials
- Detailed customer experiences
- Often on landing pages or special sections
5. Q&A Sections
- Customer questions and answers on product pages
- Address common concerns
How UGC helps your Shopify store
Benefit | Description | Impact |
---|---|---|
More Trust | Customers trust UGC more than ads | Higher sales |
Better Engagement | UGC posts get more likes and comments | More customer interaction |
Low-Cost Marketing | Customers create content for free | Less money spent on ads |
Better SEO | Fresh content helps search rankings | More organic traffic |
Social Proof | Shows real customer experiences | Builds credibility |
UGC's effect on buying decisions
UGC strongly influences how people shop:
1. Trust
- 79% say UGC affects their buying choices
- People see UGC as more honest than brand content
2. Social Proof
- Seeing others use products builds confidence
- 84% of young users trust companies that show real customers in ads
3. Decision-Making
- UGC helps at all stages, from awareness to after purchase
- 43% of online shoppers find customer reviews very helpful
4. Visual Impact
- 62% are more likely to buy if they see customer photos and videos
- 24% say visuals show things about products they didn't notice before
5. Platform Influence
- 26.4% say Facebook UGC affects their purchases
- YouTube is almost as influential as Facebook for buying decisions
Real-world UGC success stories
1. Blenders Eyewear's Facebook Ads
- Used customer reviews in ads
- Results:
- 38% lower cost per new customer
- 2X higher click-through rate
- 62% more return on ad spend
2. Gym+Coffee's Shopify Lookbook
- Added a gallery showing customers wearing their clothes
- Increased time spent on site and sales
3. Lululemon's #thesweatlife Campaign
- Asked followers to share photos in Lululemon clothes
- Built a community and collected lots of UGC
Tips for using UGC effectively
1. Make it easy for customers to submit reviews and photos 2. Offer incentives for sharing content 3. Time your UGC requests well (e.g., Wednesdays at 3 PM for fashion) 4. Use UGC in email marketing to increase click-through rates 5. Create a hashtag for your brand to collect social media UGC
How to get more UGC
Getting more user-generated content (UGC) can help Shopify stores increase sales and build trust. Here are some ways to encourage customers to create content for your brand:
Make a brand hashtag
A unique brand hashtag helps collect UGC and increases visibility. For example:
Brand | Hashtag | Platform | Results |
---|---|---|---|
Madewell | #everydaymadewell | Nearly 600,000 posts | |
Gymshark | #Gymshark66 | TikTok | Over 250 million views |
Gymshark | #Gymshark66 | Almost 800,000 posts | |
Aerie | #AerieREALPositivity | Over 350,000 posts | |
Aerie | #AerieREALPositivity | TikTok | More than 2 billion views |
To create a good brand hashtag:
- Keep it short and easy to remember
- Make it specific to your brand
- Share it on all marketing channels
- Show customer content that uses the hashtag
Follow up after purchase
Contacting customers after they buy can help get more content. Here's how:
- Email customers within a week after delivery
- Ask for honest feedback and reviews
- Give clear steps on how to share content
- Offer rewards like discounts or contest entries
Remember, 60% of users say they would create content for a brand if they got something in return.
Run contests and giveaways
Contests can get customers to create and share content about your products. For example:
- Starbucks' #RedCupContest gets customers to share holiday photos with Starbucks products
- GoPro uses customer videos to show how tough and useful their cameras are
To run a good UGC contest:
- Set clear rules for entering
- Offer prizes that fit your brand
- Use a special contest hashtag
- Show entries to get more people to join in
Use social media effectively
Using social media well is key for sharing UGC. Here's what to do:
- Often share and respond to UGC on your social media
- Make a special UGC page on your website to show customer content
- Use popular social media trends to inspire UGC
- Work with influencers to get UGC from their followers
For example, Fashion Nova uses #NovaBabe, which has:
- 1.7 million posts on Instagram
- 154+ million views on TikTok
They also have a special page on their online store to show customer content.
Gathering and managing UGC
Getting and handling user-generated content (UGC) is key for Shopify store owners. Here's how to do it well:
Tools to collect UGC
These tools can help Shopify stores get UGC:
Tool | What it does | Best for |
---|---|---|
Okendo | Collects reviews, photos, videos, Q&As | Stores wanting diverse UGC |
Billo | Connects with video creators | Brands focusing on video content |
Archive App | Finds Instagram tags and uploads content | Easy social media UGC |
Growave | Manages UGC, including rights and stats | Full UGC management |
Cohley | Connects with creators for various content | Getting different types of UGC |
How to review UGC
To keep UGC good and on-brand:
- Set clear rules for what's okay to post
- Use tools like Taggbox to help sort content
- Have team members check different parts (quality, brand fit, legal)
- Give feedback to people who make content
- Keep checking new UGC regularly
Legal issues and permissions
To avoid legal problems:
- Always ask before using someone's content
- Use tools to track permissions
- Write clear terms about how you'll use UGC
- Give credit to content creators
- Keep records of all permissions and talks about UGC
- Follow laws about using UGC
Real-world example: Shane Company
Shane Company uses "#YesShaneCo" to get permission for UGC. When customers use this hashtag, the company can use their content.
Brand | Hashtag | How it works |
---|---|---|
Shane Company | #YesShaneCo | Customers use it to give permission |
Legal case: Anheuser-Busch
In 2014, Anheuser-Busch ran a contest for Natural Light beer photos. They had people agree to terms for using the photos. Later, a woman sued for copyright and privacy issues. This shows why clear permission is important.
Tips for UGC rights
- Get signed agreements when asking for UGC
- Let users take back permission if they want
- Have a plan to remove UGC if asked
- Follow FTC rules about showing brand relationships in UGC
Adding UGC to your Shopify store
Here's how to add user-generated content (UGC) to your Shopify store to boost trust and sales:
UGC on product pages
Put UGC next to product details to help buyers decide:
- Show customer reviews and ratings clearly
- Add customer photos and videos of the product in use
- Include customer comments that answer common questions
For example, swimsuit brand Cupshe lets customers post photo reviews on product pages. This helps buyers see how swimsuits look on different body types.
UGC Type | How It Helps |
---|---|
Customer reviews | Builds trust, shows others like the product |
User photos/videos | Shows real product use, looks more honest |
Customer comments | Answers questions, shows product benefits |
UGC in email marketing
Use UGC in your emails to get more people to open and click:
- Share customer success stories
- Add customer photos or videos of your products
- Show top customer reviews for featured items
For instance, jewelry brand Pura Vida asks customers to use #purevidabracelets in emails after they buy. This gets more people to share about the brand and makes customers feel part of a group.
Email UGC Idea | What It Does |
---|---|
Customer stories | Makes brand more relatable, builds trust |
User photos/videos | Makes emails look better, shows real use |
Top reviews | Shows others like the product, helps decisions |
UGC in social media ads
Using UGC in your social media ads can make them work better:
- Use customer photos or videos in your ads
- Add customer quotes to your ad text
- Make ads with multiple pieces of UGC
For example, Lululemon made the hashtag '#thesweatlife' to get customers to share photos in their clothes. In the first two months, people shared over 7,000 images on Instagram and Twitter. This gave Lululemon lots of content for their ads.
UGC in Ads | Why It Works |
---|---|
Customer photos/videos | Makes ads look more real and relatable |
Customer quotes | Shows others like the product, builds trust |
Multiple UGC pieces | Shows variety, gets more people interested |
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Tracking UGC success
To improve your UGC strategies, you need to measure how well they work. Here's how to do it:
Key metrics for UGC campaigns
Focus on these numbers to see if your UGC is working:
Metric | What it means | Why it matters |
---|---|---|
Engagement | Likes, comments, shares | Shows if people like your content |
Conversion | People who buy after seeing UGC | Tells you if UGC helps sales |
Reach | Number of people who saw UGC | Shows how far your content spreads |
Impressions | Times UGC was shown | Indicates content visibility |
Sentiment | How people feel about UGC | Reveals what customers think |
Tools to measure UGC impact
Use these tools to track your UGC:
- Shopify Analytics: Built-in tools for your store
- Social media tools: Like Facebook Insights
- Google Analytics: Track website traffic
- UGC platforms: Yotpo or Bazaarvoice for detailed stats
Using UGC data to improve
Here's how to use what you learn:
-
Find top content: See which UGC types work best. For example, Warby Parker found that customer photos on product pages increased sales by 9.6% in 2022.
-
Place content well: Put UGC where it works. Glossier saw a 22% boost in email click-rates when they added customer reviews in 2023.
-
Get better UGC: Focus on what works. Airbnb's #WeAccept campaign in 2017 got 87,000 photos in 3 weeks, much more than their usual efforts.
-
Fix problems: Use feedback to improve. When ASOS noticed complaints about sizing in reviews, they updated their size guide, reducing returns by 8% in 2021.
-
Show UGC better: Try new ways to display content. In 2022, Lush found that adding a Q&A section to product pages increased sales by 15.3%.
Solving common UGC problems
Here's how to handle typical issues with user-generated content (UGC) for Shopify stores:
Handling negative UGC
Negative UGC can hurt your brand. Here's what to do:
-
Watch closely: Use tools like Mention or Hootsuite to find brand mentions online.
-
Act fast: Try to answer bad feedback within 24 hours.
-
Stay calm: Always be polite, even if the criticism is harsh.
-
Own up to mistakes: Say sorry and offer to fix things.
-
Learn from it: Use negative feedback to make your products or service better.
Step | Action | Why it matters |
---|---|---|
1 | Watch closely | Catch problems early |
2 | Act fast | Show you care about customers |
3 | Stay calm | Keep a good image |
4 | Own up to mistakes | Build trust |
5 | Learn from it | Improve your business |
Example: In 2022, Alora Boutique, a Shopify store, got complaints about slow shipping. They made shipping times clearer on their site and added more options. This led to fewer bad reviews about shipping.
Keeping brand voice the same
It's important to sound like your brand in all UGC. Here's how:
-
Make a style guide: Write down how your brand should sound.
-
Train your team: Make sure everyone knows how to use the brand voice.
-
Use tools: Get software that checks if content matches your style.
-
Pick UGC carefully: Choose user content that fits your brand voice.
-
Be real: When you answer UGC, sound like your brand but also be human.
Getting better UGC
To get high-quality UGC:
-
Run contests: Ask users to show off your products in fun ways. Lululemon's #thesweatlife campaign got over 7,000 customer photos in just a few months.
-
Give clear rules: Tell people what kind of content you want.
-
Show the best: Put great UGC on your website and social media.
-
Work with influencers: Team up with small influencers in your field.
-
Use AI: Try AI tools to find and pick the best UGC from different places.
Tip | What it does | Example |
---|---|---|
Run contests | Gets lots of UGC | Lululemon's #thesweatlife |
Give clear rules | Ensures UGC fits your brand | - |
Show the best | Inspires others | - |
Work with influencers | Creates relatable content | - |
Use AI | Finds good UGC quickly | - |
Advanced UGC tips for Shopify
Take your Shopify store's user-generated content (UGC) to the next level with these smart ideas:
Creating shoppable UGC galleries
Turn customer content into a sales tool by making UGC galleries that customers can buy from:
- Use a UGC platform like Taggbox or Yotpo to gather and show customer content.
- Make a branded hashtag for collecting UGC. For example, West Elm's #mywestelm has nearly 350,000 posts.
- Let customers buy directly from UGC galleries to make shopping easier.
Brand | What they did | Results |
---|---|---|
Mum & Daughter | Added shoppable UGC galleries | 186% more sales, 58% higher average order |
Eureka Street | Made an "Inspiration gallery" on their site | 500,000 gallery views, 260,000 user actions, 15% more sales |
Using UGC for product improvement
Use customer feedback to make your products better:
- Look at UGC for common ideas or complaints about your products.
- Set up a way to track and sort feedback from UGC.
- Use this information to improve your products.
Ryan McKenzie from Tru Earth says: "We use good UGC from customers as proof on our website and in marketing. This helps new customers trust us because they can see what other people think."
UGC in customer support
Make your customer service better with UGC:
- Make a help center using common questions and answers from UGC.
- Show good customer experiences to build trust during support chats.
- Train support staff to use relevant UGC when helping customers.
UGC use in support | How it helps |
---|---|
Help center with UGC | Answers common questions with real examples |
Showing good experiences | Builds trust during support conversations |
Staff using UGC | Gives real-life examples to help customers |
The future of UGC in e-commerce
User-generated content (UGC) is changing how online stores work. New tech and customer habits are making UGC more important for Shopify stores.
New tech changing UGC
1. AI and Machine Learning
AI is making UGC better by:
- Finding the best content: Tools like Emplifi use AI to pick the most interesting UGC.
- Showing the right content to each person: AI looks at what customers like to show them UGC they'll enjoy.
- Making pictures look better: AI can fix lighting and positioning in UGC photos.
2. AR and VR
AR and VR are making UGC more fun:
- Customers can make AR reviews showing products in real places.
- People can try on clothes or makeup virtually using AR.
3. Short videos
Short videos on TikTok and YouTube Shorts are very popular:
- TikTok has over 1 billion users every month.
- Brands are working with small influencers to make short, real videos.
What's next for UGC in online stores
1. Real and open content
- 86% of people think it's important for brands to be real.
- Stores that show real customer stories, like Lines and Currents jewelry, get more trust.
2. Community-made content
- Brands will ask customers to make more content together.
- Quick-disappearing content, like Instagram stories, will be used more for UGC.
3. Content made just for you
- AI will help show each customer UGC they'll like.
- The Glow Scientist works with small influencers to share honest reviews.
4. UGC in virtual worlds
- As virtual worlds grow, people will make and share UGC in new ways.
- Shopify stores might have virtual spaces where customers can make and see UGC.
5. UGC helping make products better
- Brands will use UGC to learn how to improve their products.
- Customer feedback in UGC will help decide what new products to make.
UGC Trend | What it means for stores |
---|---|
AI and ML | Better content shown to the right people |
AR and VR | More interactive product reviews |
Short videos | Quick, fun ways to show products |
Real content | More trust from customers |
Community content | Customers feel part of the brand |
Personalized UGC | Each customer sees content they like |
Virtual world UGC | New ways to share in 3D spaces |
Product feedback | Better products based on customer ideas |
Shopify stores that use these new UGC ideas will do better at getting customers interested and making more sales.
Wrap-up
Key UGC strategies recap
Here's a quick look at the main ways to use user-generated content (UGC) for your Shopify store:
Strategy | How to do it | Why it works |
---|---|---|
Use hashtags | Create a unique hashtag for your brand | Helps collect UGC from social media |
Run contests | Ask customers to share photos or videos | Gets more people to make content |
Follow up after purchase | Email customers to ask for reviews | Increases the amount of feedback |
Show UGC on product pages | Add customer photos and reviews | Helps buyers make decisions |
Use UGC in emails | Include customer stories in newsletters | Makes emails more interesting |
Create shoppable UGC galleries | Let customers buy from UGC photos | Makes it easier to shop |
Use AI tools | Find and show the best UGC | Saves time and improves quality |
Final thoughts on UGC for Shopify
UGC is a big help for Shopify stores. It makes people trust your brand more and can lead to more sales. Here are some real examples:
1. Pura Vida Bracelets
- What they did: Used the hashtag #puravidabracelets
- Result: Got lots of customer photos to use in marketing
2. Gym+Coffee
- What they did: Added a UGC gallery to their website
- Result: People spent more time on their site
3. Cupshe
- What they did: Put customer photos on product pages
- Result: More people bought swimsuits after seeing real customers wearing them
Remember, people like to see real customers using products. In fact, 79% of shoppers say UGC affects what they buy. As new tech like AR and VR grows, there will be even more ways to use UGC.
To do well with UGC:
- Ask customers to share their experiences
- Use the content in different ways (on your site, in emails, in ads)
- Keep it real - don't use fake reviews or edited photos