Selling on Amazon has many benefits. However, there are a few downsides, one of which is how difficult it is to stand out from the competition. This is why more brands are focused on creating user-generated content (UGC).

With UGC, your customers become your content creators. They share reviews, testimonials, pictures, and videos. You can share this content with permission on your brand’s social media and even your Amazon store.

UGC comes with many benefits. In a survey, 87% of brands said they use UGC because it’s free and the content is authentic. But how can you use user-generated content to increase Amazon sales? 

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What Is User-Generated Content (UGC)?

User-generated content (UGC) is any content created by virtually anyone, including content creators, artists and influencers. However, most marketers refer to UGC as content created by a brand’s customers.

What makes UGC appealing is that it’s more creative than a lot of in-house content. Creators can put their unique spin on UGC, making the content more eye-catching and authentic. Plus, there are no limits to UGC. Customers can create videos, images, reviews and testimonials.

UGC can also strengthen the bond between brands and consumers. It improves the customer-business interactions, and brands can better understand the buyer. This improves how a brand markets to its customers and makes its messages more personable and relatable.

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Why Is User-Generated Content Marketing Important?

There are many ways that sellers can use UGC to their advantage. Here are a few examples:

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Builds Authenticity

When buyers go down the sales funnel, they will look at your Amazon store and social media pages to learn more about your brand. If they see customers sharing your products, they can better relate to these buyers and will use that content to decide if your brand is right for them. 

Certain content types, such as video demonstrations, can show customers how to use your products. Buyers will feel more confident purchasing your products, leading to more customer satisfaction and fewer returns.

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Makes You Trustworthy

There are many reasons why user-generated content builds trust. Potential buyers feel more comfortable seeing real testimonials and customers using your products. 

Since customers express their recommendations with zero commercial intentions, buyers trust these reviews more than celebrity endorsements. Plus, UGC makes you a more credible business. 

If customers take the time to write a review or post a photo of themselves with your product, it shows that your brand and products are high-quality and deserve those testimonials.

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Increases Conversion Rates

When leads interact with user-generated content, conversion rates increase by 6.5%. As stated previously, UGC is trustworthy and more relatable than celebrity endorsements. Leads will feel a deeper connection with UGC, making it likelier that they will become customers.

UGC is also more accessible. Your customers will likely post their content on social media and have a better chance of reaching your target audience. When you post this media to your Amazon page, your audience will recognize the UGC and feel more inclined to purchase.

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User-Generated Content Examples on Amazon

Amazon sellers have a huge advantage. The eCommerce giant offers many ways to interact with customers and encourages UGC. This will increase sales and improve your customers' shopping experience. Here are unique ways to leverage UGC on Amazon.

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Q&A Section

The Q&A form is a public section on every Amazon product listing. Customers can ask questions about the product, and the brand will answer them. 

The Q&A is vital since it addresses concerns, provides additional information, and eases any confusion a customer may have about the product. 

That said, all sellers must monitor the Q&A to ensure only helpful and accurate information appears.

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Reviews

Reviews are one of the most common and popular types of UGC that all Amazon sellers can use. After customers purchase a product, Amazon invites them to share their honest star rating and review.

There’s a reason why 89% of buyers read reviews before making a purchase. Reviews offer insights into a product’s features, quality, and performance. That’s why you have the chance to boost sales with positive yet honest product reviews.

What if you get a negative review? This is the chance to correct your mistakes. Monitor your reviews for negative ratings and respond to the reviewer. Address the concerns and issues in the review and do what’s needed to rectify the problem.

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Amazon Posts

Let’s say a customer posts a high-quality image on social media, and you receive permission to use that photo. How can you add it to your Amazon listing without sacrificing your professional product photos? Easy: use Amazon Posts. 

Amazon Posts is a free service that allows brands to share lifestyle and customer-curated content. Sellers can post images and videos with the intention of increasing engagement and enhancing social proof. 

Adding UGC content through Amazon Posts will make your brand and products look more authentic, increasing brand awareness.

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How to Encourage Customers to Make Content

While UGC is a powerful tool for sellers, not all customers will feel compelled to create and share content about your brand. So, how do you convince your customers to share about your brand on social media or leave a review? Here are some of the best strategies:

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Have Excellent Customer Service

One of the easiest ways to encourage more UGC is to offer high-quality customer service. When you prove to customers that you appreciate and value them, they’ll be more inclined to give back.

What are the best customer service strategies? Always be prompt with customer responses. Address complaints and always resolve issues when they arise. One of the biggest trends in eCommerce is offering a chatbot, which will make customer interactions seamless.

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Incentives

Offering a freebie or discount in exchange for UGC or a review is an effective way to generate a response from customers. That said, sellers must be responsible when using this tactic. 

Requiring customers to leave a positive review for an incentive is a violation of the FTC’s guidelines. Amazon also has a zero-tolerance policy for manipulative or misleading reviews.

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Use Social Media

Amazon isn’t the only place where you should engage with customers. Staying active on social media is an effective way to do so. If customers see you have a strong social media presence, they may feel more encouraged to post UGC content.

Don't stay quiet whenever a customer posts about your brand on social media. Respond to the customer and thank them for sharing. If you want to share their content, always ask for their permission. This leads us to our next point.

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Share Past UGC Content

When you get the green light, share UGC content across all platforms. This includes Amazon and other eCommerce marketplaces you use, as well as social media. 

Always include the customer’s review in addition to the photo or video. This will engage existing customers and build trust with new buyers. Plus, it may inspire other customers to share UGC content and a review.

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FAQs

How does UGC differ from influencer marketing?

User-generated content refers to only the content that anyone can create. Influencer marketing is a tactic when brands collaborate with a popular creator in their niche, and the creator often makes UGC for the brand.

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How do I find UGC?

If you’re trying to find UGC that your customers posted, there are many ways to do so. First, look at every post that mentions your brand. Use branded hashtags and track them regularly.

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Do I need a lot of social media followers so customers can find my brand?

Not at all. Selling high-quality products is still crucial when marketing your brand on social media. If you sell great products that customers want to share, you’ll see an increase in social media followers. 

In addition, a small yet engaged number of followers will always be better than thousands or millions of followers who don’t interact with the brand.

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I’m a new seller. How can I get customers to share UGC?

As stated, selling high-quality products is the most significant aspect of generating UGC from customers. Start small and focus on your existing customers and target audience. You can try influencer marketing as you attract more UGC and build a larger audience.

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User-Generated Content Campaigns Can Boost Your Visibility

One of the downsides to selling on Amazon is the serious competition that sellers face. Fortunately, user-generated content can put you ahead of the game. 

While UGC consists of content created by anyone, such as influencers, most eCommerce brands take advantage of customer testimonials.

Amazon offers many features that enhance UGC creation. Q&As, reviews, and the Amazon Posts feature are all examples. Customers can also post their UGC directly to social media. 

UGC can boost sales, conversion rates, visibility, and customer trust, so it’s vital that sellers add this content to their marketing strategy.

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Author

Stephanie Jensen has been writing ecommerce content for seven years, and her copy has helped numerous stores rank on Amazon. Follow her on LinkedIn for more insight into freelance writing and creating high-quality content.