Advertising your brand and producing content on social media is a good way to gain visibility. But who better than customers can speak sincerely about a brand and its products?
UGC (or User Generated Content) refers to all content produced by consumers about a brand and its offerings. It allows prospects to obtain an objective and authentic point of view on products before making a purchase.
The SaaS product marketing solution Trustt is an excellent way for brands to generate maximum UGC, in different formats and on different platforms. Following product tests orchestrated by the brand’s marketing team on the SaaS software, testers have the opportunity to share their experience and level of satisfaction through various means.
Let’s take a visual look at the positive aspects of UGC generated through Trustt and examples of content that companies can benefit from!
The Positive Impact of UGC Trustt on Your Marketing Strategy in 10 Key Points
1) Credibility
The main reason companies seek UGC is the need to establish their credibility. In an era where consumers are increasingly informed and versatile, it is important to be able to prove the viability and quality of products to guide target customers in their decision-making.
“90% of consumers who consulted online customer reviews before a purchase state that positive reviews influenced their decision, compared to 86% for negative reviews”, according to a Dimensional Research study. It is therefore no longer possible to do without UGC and customer reviews to guide prospects in their purchasing decision.
It is with this goal of credibility that the brand FOREO chose to use Trustt, which assisted them in generating purchase-triggering UGC. Aurélie HERMON, digital marketing manager of the brand, testifies:
“FOREO chose to work with Trustt to address two major challenges: visibility and credibility. Indeed, at the beginning of our partnership, FOREO was a young brand evolving in beauty tech, with new products that people are not used to using. Strengthening the credibility of our products was thus a crucial issue.”
With the help of FOREO product testing campaigns organized by the brand and the Trustt team, hundreds of influencers and consumers showed curiosity to discover the innovative and fun products of the Swedish brand.
“Thanks to Trustt, in addition to having dozens of reviews on our website’s product pages, we obtained a large number of reviews on Sephora’s website, one of our biggest partners.”
Nathalie LAMANDE is another collaborator, founder of the Condensé Paris brand. The use of the solution also had positive impacts on her review collection and on the trust that her prospects now place in Condensé Paris products:
“The Trustt software allowed us to collect more than 150 reviews from influencers and consumers, which enabled us to enrich and nurture our product pages”
2) Visibility
The second major challenge of UGC is of course to improve the online presence of the brand on the various channels and platforms present on the web, thus improving its e-reputation.
Indeed, beyond collecting reviews published on the brand’s website or on those of major retailers, consumer and influencer publications on social networks constitute real “online showcases” for brands. This increased visibility on social networks systematically leads to an increase in traffic to the company’s website, and thus an increase in sales.
Aurélie HERMON and Nathalie LAMANDE respectively affirm that they were convinced by the solution which proved to be perfectly in line with their brands’ expectations:
“In terms of reach, we accumulated more than 650k views. Our two objectives were therefore well achieved: we were able to improve our visibility thanks to reach on social networks, while establishing our credibility via the reviews obtained on our website and the Sephora website.”
“We also reached 1.5 million people on social networks thanks to the content generated by influencers.”
Examples of UGC FOREO and Condensé Paris
3) Conversion
More credibility and visibility inevitably means more sales. Offering a product that satisfies its users and gets people talking about it on the web is every company’s dream! Thus, the more User Generated Content you have relating to the positive aspects of your products, the better your conversions will be.
It is estimated that 50 customer reviews increase conversions by 30%!
4) ROI
Not content with being a sales accelerator, UGC is part of a ROI-focused marketing strategy. Indeed, while media advertising and search engine advertising (SEA) display significant prices, your customers provide you with quality communication materials with low investment on your part. Adopting UGC Trustt is therefore a profitable strategy, with multiple benefits and low cost!
5) Organic search ranking
“Obviously, these UGCs had a positive impact on our ranking, in terms of SEO.”
Aurélie HERMON is adamant: benefiting from hundreds of UGCs praising the merits of her products has had a very positive impact on her website’s search engine ranking. And it’s rather logical: the more a brand is talked about on social networks, the more curious people are drawn to the website. We therefore record an increase in traffic. Google then considers that the brand’s website is relevant and of good quality because it becomes increasingly visited, and improves its ranking.
Regarding customer reviews, they can also have a great influence on a website’s indexing on Google. It is indeed possible to display certain metadata directly in the search engine results pages – SERPs – such as the number of reviews for a product page, the overall rating given to the product or its price. Results displaying metadata directly in SERPs are valued by Google and attract the internet user’s eye more: they are therefore more likely to be consulted!
Similarly, on social networks, ranking algorithms will tend to better index content they can categorize. Thus, creating a hashtag related to a brand allows the formation of “UGC groups” that are better referenced and become more visible.
6) Understanding your target audience
There is no better way to get to know your target audience than by letting them express themselves. User-generated content is therefore an excellent way for brands to analyze consumers’ motivations, barriers, and other insights. UGCs are true goldmines of consumer data just waiting to be exploited.
Thanks to UGCs, you can know which aspects of your product particularly appeal to your consumers, and therefore adapt your marketing and communication strategy accordingly. You can also identify areas for improvement related to a problem raised by dissatisfied users.
Beyond positive or negative feedback “regarding products, UGCs are also good ways to collect data specific to the target audience. Indeed, by analyzing posts, you can discover the personal characteristics of” the most representative sample of your consumers (their age, lifestyle, social class…), which will allow you to refine your targeting.
Discover Trustt
Trustt is a digital marketing solution that allows you to create a virtuous circle between your brand and your consumers.7) Customer relationship
Maintaining an optimal customer relationship is the key to success for your brand. It is indeed crucial to maintain customer satisfaction, even after the purchase! Ensuring quality customer service involves being “attentive” and providing a response to every negative comment. You have the opportunity to turn them to your advantage!
Indeed, you can, for example, provide practical advice to a dissatisfied user who may have misused the product. Being “attentive to your community and interacting with it thus allows you to maintain a close connection and provide p” ossible responses to negative comments.
8) The Customer-Centric Brand Image
Moreover, being a brand close to its community is the very foundation of your customer-centric strategy.
Indeed, you must maintain your brand image and appear to consumers as a brand concerned about its customers and their satisfaction.
Your customers are the number one priority of your business: it’s up to you to show them that their opinion really matters and is taken into consideration!
9) Creating an Engaged and Ambassadorial Community
Furthermore, building a strong relationship with your customers is a challenge that goes far beyond simple customer satisfaction.
Beyond simply responding to your customers’ comments and posts, it’s about showcasing your community and making it an active participant in your success. Your community is an integral part of your company, and each ambassador within it will be the true spokesperson for the values and vision of your brand.
Value the work of creators, repost them on the brand’s official account, and highlight your best ambassadors in your own newsletters, or even on your website’s homepage. You’ll get a community united around your brand, engaged and proudly representing your brand’s colors while feeling involved in its success.
Case Study
Discover the Trustt solution through our various campaigns.
10) The Boost to Your Content Marketing Strategy
Finally, it’s obvious that benefiting from this content generated by members other than your content team is a real boost for the latter! The creation of UGC by the community – as you’ll have understood – is an excellent promotional tool, that your team won’t have to create.
In addition to requiring little financial investment, users’ UGC is therefore a good way to save time and internal production capacity. It’s as if you’re delegating this project to your community!
Trustt is a unique solution that synchronizes and simplifies the work of your marketing, e-commerce, and social media team. Through the product tests it orchestrates, the platform allows brands to benefit from authentic reviews and proprietary data while strengthening your relationship with your community of ambassadors. A true Swiss Army knife for marketing experts, the multi-service software shares your “client-first” vision and places your community at the heart of its features.
What Forms Can UGC Generated Through the Trustt Solution Take?
One review, different ways to express it! Trustt doesn’t just give testers the opportunity to write a comment: the solution gives free rein to the creativity of consumers and influencers who can share their experience through several types of publications.
The Detailed Written Review
I “t’s t”he star UGC of Trustt and o “ne of the pillars of the solution. I” t’s a “lso the only mandatory UGC: testers commit to writing a complete and authentic review in exchange for t” he product being sent.
The reviews collected through the Trustt solution are unique: the user provides their feedback on each characteristic of the product they have tested. This allows for obtaining comprehensive and high-value reviews for the brand’s product pages.
It also details characteristics specific to the person testing the product, such as their age, social networks, or even their skin type and hair type in the context of cosmetic product testing. Prospects can therefore identify with the testers who have published the comment and know in advance whether the product is likely to suit them or not. Trustt’s written reviews thus constitute genuine decision aids for prospects, which limits failed purchases and maximizes conversions for companies.
Example of a single review generated through Trustt and exported to the website of the cosmetic brand Absolution
Before and After Photos
Below their detailed reviews, testers have the option to support their testimony with before/after photos. This aims to prove the effectiveness and quality of a product by visually showing the observed results, or possibly to report a problem encountered!
Before/after photos constitute a real guarantee of quality for products and seem to be increasingly decisive in the purchasing decision: “More than three-quarters of consumers (76%) prefer to be able to view photos and videos from other consumers on brand and retailer websites, disdaining professional images.” according to a BazaarVoice study.
Example of a before/after photo review under a written review
Social Media Posts
Posting content on social media is not mandatory, however, Trustt strongly encourages testers and influencers to share their experience on their social networks.
Naturally, influencers feed their networks by sharing the products they have tested with their community, especially when the product has met their expectations. Influencers provide advice and best practices regarding the use of tested products to inform their audience and guide them in their purchasing decision.
Trustt’s product testing campaigns therefore systematically lead to a large number of social media posts with significant reach, which constitutes a great opportunity for brands to develop their reputation on these channels.
Reach obtained on social networks thanks to influencers’ posts
The Swatch
Well known to those familiar with cosmetic product demonstrations, the swatch is an excellent way to see the product in action, outside of its packaging. It’s a good way to get a preview of the texture or color of a product. This gives prospects an idea of the final result of the product, which may be slightly different from that of professional and retouched photos. A good way for the target audience to ensure that the product meets expectations!
Example of a swatch of an eyeshadow pencil
