5 reasons why user generated content (UGC) and Google's AR product ads are the future of e-commerce!

A current one DemandGen report shows that whole 91% the consumer visual and interactive content compared to traditional advertising formats to prefer.

Compelling visual content is not only viewed more often by potential buyers, it also inspires engagement and is critical to success in e-commerce. Consumers cannot actually touch and physically experience an item before purchasing it online. So the next best solution is authentic visual representationsthat give an impression of what the product looks like in reality.

And this is exactly where user generated content and augmented reality product ads come into play.

User Generated Content Definition

User Generated Content (UGC) - in German User generated content - are generally all content such as texts, videos, images, reviews, etc. - the from real people and not from brands to be created. Brands often share UGC on their own social media profiles, websites, and other marketing channels.

Why is Shoppable UGC so popular with consumers?

Within a year, e-commerce growth has almost tripled: According to one Digital Commerce 360 report did Online sales in 2020 accounted for a whopping 21.3% of total retail sales. That's a jump from a 15.1 % annual growth rate in 2019 to an incredible growth of 44% in 2020!

User generated content statistics

But more online sales also mean tougher competition - both from established retailers and from Newcomers to the e-commerce scene. Your competition is no longer just the other products on store shelves. Now there are also the many online shops and DTC brands (direct-to-consumer) that seem to pop up on the Internet every day.

And if you look at the rapidly growing world of online shopping, the lines between content and e-commerce are becoming blurred always more. Online stores are increasingly feeding social media content into their websites, while social media channels are rolling out more and more advanced features for brands to create fully functional in-app ecommerce stores.

In addition, brands are increasingly directing their focus away from themselves and towards their loyal customers, followers and employees. And so, more and more of the content created by these groups is used as the engine of their marketing activities.

For these 3 reasons, User Generated Content (UGC) has established itself as one of the most appealing content ever:

  1. It comes from real people
  2. UGC is authentic
  3. He has more relation to consumers as sophisticated branded content


Since people trust other people more than brands, it is only natural that the user-generated images of real customers are more influential in the purchase decision than the picture-perfect product photos of the brand itself.

A current Stackla report found that as many as 79 % consumers say UGC has a huge impact on their purchasing decisions.

Shoppable content is the first step to sales success

While the competition in e-commerce is on the one hand tougher than ever, brands on the other hand also have a lot at the moment Freedom to experiment and find out what is most appealing to consumers.

And since online experiences are moving very quickly, this is your chance to try something new to stay one step ahead of the competition.

The e-commerce brands that deliver the most seamless way to buy will inevitably also be those who can offer the highest Commitment and the highest sales record. This is precisely why it is so important for you as an online retailer or service provider to create buying opportunities wherever you can.

This also means that content such as images, videos and blogs are increasingly made purchasable. Shoppable content experiences can eliminate steps in the traditional buyer's journey, reducing the likelihood that potential buyers will drop out in the course of the decision-making or buying process.

In the best case scenario, Shoppable Content ensures that the customer only a click or two is far from getting the product they want - especially when they feel inspired to buy. This is how online shopping is quick, easy and seamless.

Shoppable User Generated Content boosts your marketing with visual content that works!

Your strategy will be even more successful through the use of user-generated content from your followers, by making pictures of real people using or wearing your products ready for purchase. Over the past few decades, consumer interest in slick, professionally produced brand content has declined, while real and unvarnished content has increased in popularity on social media.

Brands are struggling to create enough compelling visual content to make them stand out Stand out from the crowd and create a real connection with your target audiences to manufacture.

On the other hand, consumers today are no longer just consumers. No, they even create the content they crave from brands. In fact, a 56%ig majority stated that user-generated photos and videos are the content they most want to see from brands.

And considering the fact that online shoppers are too more interactive experiences wish, it only makes sense that the most influential content isn't perfect product photos, but realistic images of real customers.

But the whole thing goes beyond social commerce

As more and more consumers turn to e-commerce to meet their shopping needs, the social media platforms Facebook, Instagram, TikTok and Snapchat are naturally capitalizing on this demand.

Social networks are increasingly investing in features that enable content to be commercialized. This ability for brands to promote and sell their products through social media is known as social commerce and is a tremendously powerful tool for marketers and brands.

But that's only one side of the social shopping coin. While Shoppable Social Proof to be extremely effective Proven to help retailers reach shoppers on social media can (and should) add value to user-generated content go well beyond social channels.

Shoppable content is thus expanded beyond third-party platforms such as social networks to its own channels:

UGC content strategy

With tools like Stackla you can collect authentic user generated content (UGC) that customers have already created about your brand and use it to effortlessly create shoppable content experiences for your brand. It also makes it easy to manage and optimize the content. This is how you create scalable, personalized experiences at every customer touchpoint.

This can help marketers more consistent and engaging omnichannel experiences that inspire customers to buy - regardless of where they are in their customer journey.

So how do brands get their customers' UGC?

Of course, you cannot simply copy the pictures and videos of your customers and followers from social media without their consent. But that is not necessary at all.

In fact, many brands have found that they have the This was even able to strengthen customer loyaltythat you contacted your most dedicated followers directly. Most consumers feel a sense of approval when asked about their rights to use their content.

51% of consumers said they would be more willing to continue to interact with or buy from a brandif they would share their photo, video or social post in their brand marketing.

But how do you get your customers to upload the product photos?

Do you want more customers to share photos of their last favorite purchases? Then be consistent and clear with it and make it as easy as possible for consumers to send content to your brand.

This can be done in different ways:

  • via a direct Upload form on your website or landing page
  • about a hashtag
  • over a mention (Tag) on social media.

Build a community of creatives

Don't have enough UGC for certain products to make shoppable posts? Then it is advisable to start with a Build a brand community of micro-influencers and to use their help in creating content that you can specifically link to your product offerings.

Coupling micro-influencers and your UGC strategy can be an effective way to drive your Increase brand awareness while increasing sales.

Identify emerging influencers who have a real connection with your brand. Even if they have a smaller but dedicated audience. Because that can even mean for you that their recommendation has more weight with the consumers and you create a sense of community with your audience.

Today's consumers seek and expect authentic and personalized shopping experiences. By offering shoppable user-generated content not just on social media, but at all major eCommerce touchpoints, your brand can

  • promote the discovery of their products
  • Increase the conversion rate
  • increase the order value
  • Win lifelong customers.

Google is also relying on a more authentic shopping experience with its AR product ads

Google announced a number of e-commerce tools last week to stimulate its users' growing interest in online shopping and to transform search behavior around product listings within its platforms.

And these supplements could have a big impact. Because according to data from Google are meanwhile more than a billion shopping sessions daily done through its apps.

The platform is still the main starting point for a wide variety of ecommerce searches. So, if you want to make sure your products are found, it is a good idea to be guided by the latest Google search trends and additions to maximize the potential of your exposure.

After the announcement of the new Shopify integration In May, Google is now expanding its shopping partners to include WooCommerce, GoDaddy and Square and is doing it Easier to port product ads via Google Search, Maps and YouTube.

In addition, Google wants through the extended use of augmented reality for item listings Enhance the next phase of digital product discovery for customers. While Augmented Reality Try On tools have been available on YouTube since 2019, the new AR displays on the various Google Discovery platforms introduced.

Google wants to go one step further with these tools: “Consumers also want to be able to imagine what clothes will look like on them. We are therefore rolling out a new AR clothing experience to visualize what different tops look like on people with a similar stature. "

AR body mapping is the next level in e-commerce

The enabling complete virtual try-on experiences With advanced body mapping, the next level in e-commerce is permitted a fusion of the real-life shopping experience with online tools.

Snapchat has made the greatest strides on this front so far. Snaps tools for trying on shoes and its innovative Body Tracking Lenses enable complete try-on experiences.

Google is now also moving in this direction. In addition, the search engine giant wants to promote its general shop listings with updated, integrated video ads for product demos and listings.

Given the popularity of video content in general, the integration makes sense, and it will be interesting to see how Google pulls these new options into the search and maps - which could lead to Google My Business listings having a much larger one in the near future Will be of importance for e-commerce.

Conclusion: User generated content and AR product ads deliver authentic content and boost your sales!

At a time when digital competition is greater than ever before, the inclusion of user-generated imagery at every customer touchpoint can help brands achieve a Break through oversaturated market by delivering authentic and tangible content to distracted consumers.

5 reasons UGC and AR

In addition, the sheer abundance of these freely available images from social networks has the potential to enhance your Reduce content costs while solving one of the biggest challenges marketers face today: to produce enough images fast enoughto keep up with the demands of modern marketing.

When you put UGC at the center of your buyable content media, your brand can more meaningful connections with the audience produce. It brings a higher level Relevance, inclusivity and personalization for consumers looking for authentic shopping experiences.

Because consumers do not want to see what the article or item of clothing looks like on a model. But how it will actually work on your own body or a stature similar to yours. At the same time, augmented reality-based product ads bring reality online - and effectively catapult your potential customers from the first spark of inspiration to the actual purchase!

If you would like more sales, leads or downloads for your online business, contact us today for a free analysis of your advertising accounts and let us show you your potential!

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