{"id":22251,"date":"2020-12-21T18:02:34","date_gmt":"2020-12-21T18:02:34","guid":{"rendered":"http:\/\/how_to_turn_user_generated_images_and_videos_into_sales"},"modified":"2024-05-27T13:11:49","modified_gmt":"2024-05-27T20:11:49","slug":"how_to_turn_user_generated_images_and_videos_into_sales","status":"publish","type":"post","link":"https:\/\/cloudinary.com\/blog\/how_to_turn_user_generated_images_and_videos_into_sales","title":{"rendered":"How to Turn User-Generated Images and Videos Into Sales"},"content":{"rendered":"<div class=\"wp-block-cloudinary-markdown \"><p>Did you know that five billion users of the top five social apps post 41.6 million messages a minute? Or that <a href=\"https:\/\/res.cloudinary.com\/cloudinary-marketing\/image\/upload\/state_of_visual_media\/2020\/downloadable-report\/2020-sovm-report.pdf\">three billion<\/a> JPEG images are created every day?<\/p>\n<p>Not only does this tremendous volume of peer-to-peer activity profoundly affect our social lives, it has also revolutionized the way shoppers navigate the purchase journey. How? By reading unbranded feedback and the like from other users, shoppers can avoid marketing hype and make purchase decisions based on what they often consider to be objective, honest opinions on the merchandise.<\/p>\n<p>In fact, Nielsen found that 92 percent of <a href=\"https:\/\/www.buyapowa.com\/blog\/92-of-consumers-trust-word-of-mouth\/\">consumers<\/a> trust recommendations from peers or even perfect strangers. As a broad-tent term, user-generated content (UGC) is becoming central to effective consumer-engagement strategies\u2014and rightly so.<\/p>\n<p>A recent <a href=\"https:\/\/event.webcasts.com\/starthere.jsp?ei=1404210&amp;tp_key=c6f7830e38&amp;sti=cloudinary\">AdWeek webinar<\/a> I hosted alongside our customer <a href=\"https:\/\/www.linkedin.com\/in\/andrewsmithchicagomarketing\/\">Andrew Smith<\/a> of <a href=\"https:\/\/www.powerreviews.com\/\">Power Reviews<\/a> shares insight on that topic, including real-life examples from leading brands.<\/p>\n<h2>How Does UGC Help Drive Conversions?<\/h2>\n<p>It behooves <a href=\"https:\/\/cloudinary.com\/building-ecommerce-websites\/ecommerce-platform\">e-commerce<\/a> professionals\u2014marketers, managers, developers, designers\u2014to be alert to the value of UGC for its significant contributions toward winning customers through these important benefits:<\/p>\n<ul>\n<li>\n<strong>Exposure:<\/strong> Besides enabling e-businesses to access the organic networks of their patrons, UGC also promotes brand awareness and exposure, the king and queen of marketing and brand building.<\/li>\n<li>\n<strong>Brand affinity:<\/strong> As the Nielsen data above resoundingly proves, if you have happy customers telling the world that you\u2019re great, their peers are inclined to believe them.<\/li>\n<li>\n<strong>Cost efficiency and cost effectiveness:<\/strong> UGC incurs zero production cost on the part of e-businesses.<\/li>\n<li>\n<strong>Authenticity and uniqueness:<\/strong> UGC carries a high level of authenticity that no branded content, often regarded as marketese, can convey. That\u2019s a crucial factor in light of the <a href=\"https:\/\/www.iab.com\/wp-content\/uploads\/2019\/05\/IAB-UGC-for-Marketing-and-Advertising-FINAL-May-2019-2.pdf\">Interactive Advertising Bureau (IAB)<\/a>\nfinding that \u201c86 percent of consumers consider authenticity important when deciding what brands they like and support.\u201d<\/li>\n<li>\n<strong>SEO:<\/strong> UGC can make rounds on social networks in particular and on the web in general, achieving stronger SEO and perpetuating a never-ending stream of fresh, keyword-rich content.<\/li>\n<li>\n<strong>Behavioral insights:<\/strong> UGC offers insights into the reactions, likes, and dislikes of target audiences, which can serve as a valuable reference for planning future strategies for your business.<\/li>\n<\/ul>\n<p>The most common forms of UGC are product or service ratings and reviews, which are effectual forums through which shoppers share their experience and observations. Studies have revealed that shoppers who browse reviews convert at more than twice the rate than those who don\u2019t\u2014and at an even higher rate if they engage with other patrons through Q&amp;As on product pages.<\/p>\n<p>Similarly, brands see a 91 percent <a href=\"https:\/\/loox.app\/how-to-maximize-retargeting-roi-with-photo-reviews\/\">lift in conversions<\/a> as a result of engagements with user-generated images and <a href=\"https:\/\/cloudinary.com\/video_api\">videos<\/a>. A recent <a href=\"https:\/\/cloudinary.com\/blog\/new_global_study_strengthens_case_for_brands_to_support_user_generated_content\">Cloudinary survey<\/a> found that 58 percent of consumers have generated more visual content so far in 2020 than in 2019, offering a great opportunity for brands to cash in by collecting and promoting that content on homepages, product pages, and other channels like those on social networks.<\/p>\n<h2>How Can Brands Integrate UGC Into Marketing Campaigns?<\/h2>\n<p>Integrating and leveraging user-generated images and videos (collectively called rich media) entails approaches that differentiate from those for branded content and text-based UGC. A recent <a href=\"https:\/\/event.webcasts.com\/starthere.jsp?ei=1404210&amp;tp_key=c6f7830e38&amp;sti=cloudinary\">AdWeek webinar<\/a> shares insight on that topic, including real-life examples from leading brands. Here\u2019s a summary:<\/p>\n<ul>\n<li>\n<p><strong>Content Guidelines<\/strong><\/p>\n<p>Besides being unpredictable, user-generated rich media greatly vary in nature, definition, quality, orientation, file type and size, subject, lighting, and so forth. That\u2019s both a blessing and a curse.<\/p>\n<p>A prudent thing to do is publish guidelines on the content you\u2019d like to see, such as reviews and follow-up messages. Encourage and support contributions but be careful <strong>not<\/strong> to overmanage the creation process.<\/p>\n<\/li>\n<li>\n<p><strong>Transformation<\/strong><\/p>\n<p>Obviously, you want UGC to promote your brand and, toward that end, you\u2019d curate the content and post it in your site\u2019s review section. To ensure that all the media conform with your parameters for consistency, a strong sense of brand identity, and connection with your customers, apply similar filters or color adjustments to the media, for example, by fine-tuning their saturation, brightness contrast, contrast levels, and even sound elements. Also, obtain advanced permission from your patrons to edit the images and videos they upload to your site and ascertain that the edited versions retain their subjects in focus.<\/p>\n<\/li>\n<li>\n<p><strong>Moderation<\/strong><\/p>\n<p>Inevitably, some user-generated media is spam and some, offensive material. You must vigilantly moderate them and remove any inappropriate content. For security, always post a brand-managed copy of the uploaded files instead of the originals, which might contain malware.<\/p>\n<\/li>\n<li>\n<p><strong>Delivery<\/strong><\/p>\n<p>Pinpointing and delivering the right media and user experience for optimum display, engagement, and conversion for all contexts, channels, and devices is a complex, laborious task. Be sure to automate workflows, from auto-tagging and storage to auto-formatting, file-size restrictions, and subject detection.<\/p>\n<\/li>\n<li>\n<p><strong>Shoppability<\/strong><\/p>\n<p>Countless potential shoppers are viewing content on social channels and peer-to-peer messaging apps at all times. Shoppable UGC, which enables consumers to directly click through to the product page related to the media asset\u2014regardless of where they see that asset\u2014promises massive potential. Being able to quickly move to a high-converting page from wherever in the \u201cdigital wild\u201d is a superb convenience.<\/p>\n<\/li>\n<\/ul>\n<h2>How Does AI Simplify UGC Management?<\/h2>\n<p>Thanks to its automation capabilities, AI plays an exceptional role in accelerating the workflow of sourcing, organizing, transforming, and publishing UGC at scale. Specifically, AI can automate the process of monitoring images and videos, that is, independently and reliably approve or reject them, uploading the approved ones to the appropriate places on your site. Furthermore, AI can efficiently tag, optimize, and deliver rich media. Consequently, your teams are freed up to focus on other key tasks, such as fostering relationships with customers.<\/p>\n<h2>Want to Learn More About UGC?<\/h2>\n<ul>\n<li>Learn how retailers can benefit from UGC and get the <a href=\"https:\/\/cloudinary.com\/guides\/e-commerce-platform\/select-the-right-e-commerce-platform-for-your-needs\">Cloudinary e-commerce guide<\/a>\n<\/li>\n<li>UGC Infographic: See the <a href=\"https:\/\/res.cloudinary.com\/cloudinary-marketing\/image\/upload\/v1605739915\/Web_Assets\/blog\/ugc_infographic.pdf\">survey infographic<\/a>\n<\/li>\n<li>UGC Whitepaper: <a href=\"https:\/\/info.cloudinary.com\/Visual-Experiences-That-Connect.html\">Take a deeper look<\/a> and explore the power of UGC and the tech needed to support it.<\/li>\n<li>\n<a href=\"https:\/\/cloudinary.com\/blog\/user_generated_content_part_1_the_basics\">User-Generated Content, Part 1: The Basics<\/a>&#8211; Learn about the importance and benefits of user-generated content (UGC) and ways to leverage and deliver it for audience engagement and revenue growth.<\/li>\n<li>\n<a href=\"https:\/\/cloudinary.com\/blog\/user_generated_content_part_2_images_and_their_transformations\">User-Generated Content, Part 2: Images and Their Transformations<\/a>&#8211; Cloudinary offers numerous automated options for optimized uploads, transformations, and delivery of UGC images for e-commerce.<\/li>\n<li>\n<a href=\"https:\/\/cloudinary.com\/blog\/user_generated_content_part_3_videos_and_their_transformations\">User-Generated Content, Part 3: Videos and Their Transformations<\/a>&#8211; Learn how to automate in Cloudinary the crucial management tasks before posting UGC videos: moderation, transcription, transformations, thumbnail creation.<\/li>\n<li>\n<a href=\"https:\/\/cloudinary.com\/blog\/user_generated_content_part_4_security\">User-Generated Content, Part 4: Security<\/a>&#8211; Through automation, Cloudinary ensures that user-uploaded assets are secure and malware free, blurring irrelevant image background or text as you desire.<\/li>\n<li>\n<a href=\"https:\/\/youtu.be\/I-zsN0viEiA\">UGC fireside chat with 1-800-FLOWERS and Cloudinary.<\/a>\n<\/li>\n<\/ul>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":41,"featured_media":22252,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_cloudinary_featured_overwrite":false,"footnotes":""},"categories":[1],"tags":[25,98,270,300,303,305],"class_list":["post-22251","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-asset-management","tag-e-commerce","tag-shoppable-video","tag-user-generated-content","tag-video","tag-video-api"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.6 (Yoast SEO v26.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Leveraging User-Generated Images and Videos As Sales Tools<\/title>\n<meta name=\"description\" content=\"User-generated images and videos are effective sales tools. 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