UGC – or “User Generated Content” – is a powerful marketing lever that must be integrated into your digital strategy as it is a real asset in brand development and in creating an engaged community. Given the strong competition in the fashion industry, it is essential to take advantage of this authentic content created by your consumers. Here’s a brief overview of the benefits of UGC in the fashion industry.
What is UGC?
Free, beneficial for natural SEO, and a mark of trust, UGC refers to all content created and posted online by users, such as reviews or content shared on community spaces (forums or social networks). Thus, social media posts, videos, photos, consumer reviews, and comments are all forms of UGC.
The Various Benefits for a Clothing Brand in Collecting UGC
A Mark of Credibility
Content generated by internet users is perceived as reliable and authentic, which helps boost reassurance among other prospects. Reviews, comments, and shares on social networks are not always paid for by brands. When they are not, as with the Trustt tool, they are authentic content, created voluntarily by internet users who decide to spontaneously share their user experience.
UGC is a real purchasing lever for potential customers as it is perceived as serious and reassuring. A Nielsen study on consumer confidence index reveals that “92% of internet users place more trust in UGC than in traditional advertising.”
User-generated content must therefore be complementary to brand content. It is important to allow internet users to leave authentic reviews on the products and services offered on your e-commerce site, but also to encourage them to share their feedback.
Another interesting point is SEO! UGC is a favorable indicator for Google’s indexing tools as it is considered authentic and credible content that internet users can trust. Moreover, comments left by internet users enrich the semantics of your page. Blog articles talking about your brand will often have backlinks to your site, which is very valuable for your pages!
Discover Trustt
Trustt is a digital marketing solution that allows you to create a virtuous circle between your brand and your consumers.Better Understanding Customer Expectations
User-generated content such as reviews, photos, or videos on social networks are also relevant sources for understanding internet users’ needs and improving your product or service offerings.
This is especially true in the fashion industry: user reviews are a valuable aid when choosing the size of a garment or seeing how it looks when worn. These reviews provide more information about product quality and whether they meet expectations. UGC ultimately allows for the design of clothing that aligns with customer needs.
Increase Brand Visibility
Shares by internet users, especially on social networks, increase the number of people reached and thus exposed to your brand. User publications reach their own community who may not have heard of your brand before.
In the fashion industry, many influencers share their look inspirations and latest clothing purchases. In cases where these influencers have a good engagement rate, their community often more easily proceeds to make a purchase.
To increase your brand visibility, you can invite users to share their best photos of your clothes on their social networks. This type of viral marketing has the advantage of offering you a free and valuable showcase. This is what the Marc Jacobs brand did when they announced they wanted to find the model for their next campaign on social networks. The brand created the hashtag #CastMeMarc for the occasion, which generated more than 15,000 shares in 24 hours.
Increase Engagement Rate
Internet users who share their opinions and create content about the brand become true brand ambassadors. Considered authentic, this content is a source of trust for other internet users. In fact, according to IFOP, “85% of internet users consult reviews before making a purchase”.
This enthusiasm improves the brand’s e-reputation and promotes user engagement. This performance indicator measures consumer awareness and engagement with content. The engagement rate is influenced by comments, reviews, and also by likes
on social media. In the fashion sector, it’s important to involve users so that they become active participants in the brand’s expansion. The more interactions with users, the better the engagement rate.
Some ways to increase the engagement rate in the fashion sector:
- Ask for opinions from internet users on looks or latest releases,
- Use relevant hashtags in the fashion sector,
- Respond to comments quickly,
- Be transparent by highlighting the product design process.
Lower Marketing Costs
User-generated content has the advantage of “being completely free for the brand as it is” initiated by consumers. This content belongs to earned media, the free and fortuitous exposure that a company benefits from through digital word-of-mouth.
This spontaneous publicity complements paid media and traditional advertising campaigns. The Boston Consulting Group considers that word-of-mouth marketing has a conversion rate 4 to 5 times higher than media advertising
.
Involve Customers
Highlighting UGC allows the brand to show its interest in its customers. It is strategic to showcase reviews collected on your e-commerce site, share comments received on social networks, respond to internet users’ questions, etc. By placing the user at the heart of your brand’s marketing strategy, they feel involved in its development. Customers’ sense of belonging facilitates loyalty and the act of purchasing.
Another important element in customer involvement is co-creation. Don’t hesitate to conduct surveys with your customers to involve them in product development. Involving customers in the development of your products allows you to put them back at the center of your customer-centric approach and makes them feel heard.
How to Integrate More UGC into a Marketing Strategy?
UGC can be described as “word-of-mouth on the internet”. By using GenericProductName, brands collect authentic, high-quality, free UGC, created at the initiative of internet users and promoting the brand’s visibility and e-reputation. These can be regularly shared on all communication channels, product pages, and social networks.
This is why it is strongly advised for companies to encourage UGC in the fashion sector:
- Present clothes with different visuals (videos and photos),
- Highlight positive reviews and comments received under the description of clothes on your e-commerce site,
- Ask for internet users’ opinions under your social media posts (photos of the latest collection, showcasing different looks),
- Reward customers who leave a review (discount, gift, loyalty points, etc.),
- Ask internet users to share their best photos wearing an outfit from your brand, with a purchase voucher to use on the site as a prize,
- Create a specific hashtag encouraging internet users to share a photo with outfits from your brand on social networks,
- Highlight behind-the-scenes of product design to bring consumers closer to your brand,
- Collaborate with a fashion influencer for product co-creation (the association of YouMakeMeFashion with the brand 64 or Coline and Réjeanne)
