Newsletter #13 - UGC vs IGC

If like 87% of consumers, you read reviews on social networks before placing your first order, you already know that user-generated content and influencers are powerful conversion levers.

But how do you choose which strategy to adopt for your brand?

For this first newsletter of 2023, I compare their advantages and share with you five tools to break through in influencer marketing 🔥

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Benefits of Influencer-Generated Content

Influencer-generated content is content created by users with at least 1000 subscribers. They are usually made at the explicit request of the brand, often for a fee.

Why are they so popular?

• Between 2016 and 2020, the influencer marketing market grew from $1.7 billion to $9.7 billion and is expected to reach $24.1 billion by 2025.
• 49% of online shoppers rely on the opinions of influencers before buying.
• They help build user trust in your brand.
• You leverage the influencer's community to reach a specific target.
• They can help you identify relevant trends for your products...
• ... and encourage users to create organic content!

👀  Who loves me follows me

By regularly calling on influencers on its various social networks, the Rouje brand organically retrieves qualitative User-Generated Content for free.

Benefits of User-Generated Content

UGC is content generated by your customers about your brand or your products. Their formats are more varied: videos, photos, stories, opinions or comments...

Why are they so popular?

• 92% of customers trust a brand recommended by their peers more.
• Consumers are 2.4 times more likely to consider a UGC more authentic than content created by your staff.
• Their engagement rate is, on average, 6.9 times higher.
• They make it easier for customers to relate to your products and encourage buying.
• They are an excellent way to gain their trust and federate a community
• 68% of customers who have had a positive experience with a brand are willing to recommend it!

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💙 Bigblue Tip

UGCs are an integral part of Unbottled's marketing strategy and each of their products has several hundred reviews. Same method for making physical sales: reviews and comments are also displayed in shop!

PS: To easily collect reviews, Unbottled uses the Bigblue application to personalise its post-purchase emails and integrate the proper call-to-actions.

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IGC or UGC: which one to adopt?

To define which strategy to favour, here are some requirements that can help you ⬇️

Influencer-generated content is an excellent option if you:

• Are looking for ultra-qualitative content that you can't produce in-house,
• Believe that your target audience is more likely to follow and rely on influencers.
• Have the proper marketing budget.

As for user-generated content, this is the perfect option if you :

• Want to collect content in large quantities and at (very) low cost.
• Choose authenticity over quality.
• Are confident in your post-purchase experience to build customer loyalty and boost engagement.

🪄 Nothing is lost, everything is transformed.

Reuse user-generated content and influencers for your ads! Thanks to this strategy, the Cabaïa brand recorded a 4x higher click-through rate.

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Five tools to break down influencer marketing  

As promised, I'm sharing some tools to optimise the collection, creation and distribution of content created by influencers and users!  

• Archive:  automatically saves the posts in which your brand is identified.
• Kolsquare: to quickly find the right influencers for your brand.
• Kynship: connect with the right content creators and turn them into ads.
• Wiink: to turn your customers into ambassadors and automate your UGC production.
• FOMO (it's all in the name): to notify your visitors what your customers are ordering in real time and generate a fear of missing out.

PS: Bigblue CEO  Tim, recently shared his list of favourite e-commerce tools on LinkedIn. To check it out, click here 👀