Sellers beware! User-generated content influences consumer purchasing decisions

In a December survey of consumers in Australia , Canada , France, Germany, the UK and the US , nearly two - thirds ( 62 % ) of respondents said they would be more likely to buy a product if they were able to view photos and videos of customers .

The answer to why consumers want to see additional visual content is simple: through this content, consumers can get a more comprehensive understanding of the product before purchasing , rather than just being limited to text and product descriptions .

About a quarter ( 24%) of respondents to the Bazaarvoice/Savanta survey, conducted in January, said the extra content could highlight information that wouldn’t otherwise be obvious, while 21% wanted to see a product in action before buying it and 17 % felt the extra content enhanced the authenticity of the review .

In addition, some consumers hope to use this content to better view the quality , specifications, color , material, etc. of the product .

There is no doubt that consumers who make purchases through social media are heavily influenced by user - generated content ( UGC) .

The same Bazaarvoice/Savanta survey found that 26.4% of respondents said Facebook was a popular destination for them to make purchases based on UGC, and 25.3% said UGC on the platform influenced their purchasing decisions.

It is worth noting that in addition to Facebook, Instagram and YouTube also stand out among a number of social media platforms . Many respondents said that they would buy goods on Instagram and YouTube and would be influenced by UGC on the platforms .

According to eMarketer chief analyst Jeremy Goldman, consumers have less trust in mainstream media and corporate marketing and are turning to user-generated content and influencers to find the truth about products . UGC is expected to see more significant development in 2021 .

Sellers should also pay attention to this development trend . Internet celebrity marketing and UGC are easy to operate and are also marketing methods that consumers are happy to accept. Sellers can also make more use of them.

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User Generated Content

Social Media

Purchase decision