Understanding consumer preferences goes way deeper than just vaguely knowing what a customer wants. It means assessing the opinions consumers form about your products and services, based on criteria like quality, price, convenience, and individual preferences. These preferences inform likes, dislikes, and motivations that drive customers to make purchasing decisions, and dictate brands on what to produce and offer.

The key is to always keep ahead of what’s going on in the consumer realm. The best way to go about this is to simply go out and ask them. Do your research. Send surveys. Where are they shopping? What do they expect from brands like yours? What are they spending their money on? Doing all that can be very time consuming though. But don’t worry, we’ve done it for you.

Consumer preferences: 6 areas to to lean into

Using insights from four separate Bazaarvoice studies — a private label survey, our authenticity research, the shopper preference report, and our renowned Shopper Experience Index — we’ve identified the key consumer preferences you need to understand and focus on this coming year (and beyond!)

1. Rise of value seekers

The primary shift in consumer preferences lies with value-seeking consumers. 73% of consumers globally have confirmed changes in their shopping habits — a pretty massive shift, especially in terms of the customer base you’re trying to retain.

Shoppers across the board are adapting their purchasing behaviors. Essential items needed for survival (groceries, for example) see the least reduction in spending, somewhat obviously. But more surprisingly, there’s a noticeable trend in delaying purchases of practical products, like clothing.

You can win over these shoppers by providing the information they seek in your branded content, and especially in the user-generated content (UGC) you display/syndicate. 62% of shoppers seek value-for-money information within content, relying on feedback from their peers to build trust and inform purchase decisions. The top five factors shoppers look for in UGC are:

1. Value for money
2. Material quality
3. Accuracy of product description
4. Real-life appearance
5. True-to-size fit

In short, today’s consumers are becoming extra savvy, scrutinizing products in a quest for genuine value. They want to know they’re getting the right product for their money and they’re turning to UGC to find out — so give it to them.

2. Shoppers are open to new brands

As shoppers become savvier and savvier, a unique opportunity is emerging for brands: shoppers are willing to make a switch. Historically, brands have focused heavily on brand loyalty to secure customer retention, but 7 out of 10 shoppers say they’re willing to switch to a new brand — even for the products they regularly purchase.

This provides a window of opportunity for one area in particular: private labels.

Once derided as cheap or tacky alternatives to the bigger labels, private label brands are now considered a genuinely good-value option. And shoppers are flocking to them — 97% of shoppers are open to trying them, according to our private label survey.

Whether your brand offers private labels, distributes them, or competes against them, these insights demand your attention. What were once seen as mere knockoffs are now symbols of decent quality and, at times, a higher consumer preference. You can learn 4 strategies for achieving private label success here.

3. Social shopping is a full-funnel experience

As mentioned above, 70% of shoppers are open to trying new brands. Now’s your chance to stand out where they hang out — and that’s on social. 63% of Earth’s population now use social media.

And it’s no longer just for doomscrolling or jumping on the latest TikTok trend, it’s become so much more than that, and then some. Social media represents a monumental shift in modern shopping interaction — at least according to the 8,000 consumers we spoke to.

Gen Z in particular are instrumental in this social media 2.0. For Gen Z, social media serves as a platform for discovery — 73% of them utilize social platforms to inform their purchasing decisions and 69% of Gen Z individuals also follow brands they either use or contemplate using. Social media is the new search engine.

Given this, it’s essential for you to adapt your social strategy accordingly. And not just for the discovery phase but all the way through the entire conversion funnel, however short or long that will take. 

And before you think to yourself, “It’s only Gen Z, I’d rather focus on bigger market segments,” a) Gen Z wields $350 billion in disposable income, and b) There’s a definite misconception that only Gen Z engages with social media in such extensive capacities. Our research says otherwise.

Every demographic, including those way into their 50s and 60s, use social platforms as part of their purchasing processes. Regardless of target demographics, you’ll need to tailor your approaches to align with changing consumer preferences.

In essence, while disparities exist amongst different generations, they’re far less pronounced than commonly assumed. 

4. Consumers are creators

One of the most interesting consumer preferences at the moment comes in the form of different types of shopper consumers see themselves as. We conducted a survey where shoppers from across the globe were asked to categorize themselves into one of two different shopper types.

Firstly, there’s the “lurkers.” These are individuals who consume content but rarely express their opinions publicly. Aka, they read reviews and look at visual UGC, but they don’t create or post anything themselves. Somewhat surprisingly, 47% of shoppers fall into this category.

The second choice given was “creators.” These are the people who actively create content, like leaving a product review. Over half (53%) of shoppers now identify themselves as creators in various capacities.

This trend highlights the growing importance of the creator economy, which is projected to reach a market size of $7 billion in the coming years. Essentially, this signifies that there’s a wealth of untapped creativity and willingness among shoppers to create UGC about your brand. You just need to go out and ask them:

• 70% of consumers are open to brands sharing their social media post
• 43% of shoppers like to receive emails asking for their opinion on a product they’ve purchased

5. Create authentic content

When it comes to content what really matters is authenticity. Everybody’s looking for authenticity, to the extent that “authentic” was crowned word of the year by Webster last year. So much so that we launched a study asking shoppers what they feel about authenticity.

69% of the respondents to Bazaarvoice’s authenticity survey said that they’re somewhat concerned about encountering things that aren’t authentic and possibly fake online, as Bazaarvoice CMO Zarina Stanford outlines in her presentation on changing consumer preferences below:

Shoppers evaluate whether the content they look at is trustworthy or not using either your online platform, trusted third-party platforms, or signs of authentication like a trust signal (more on that to follow). 

But while they’re (rightly) concerned about trust and authenticity, they don’t feel it’s their job to address it — 63% of consumers think brands are responsible for managing and solving the issues of inauthentic or fraud or fake content online.

Adding to that, when asked whether they feel more if there’s some kind of trust signal — like a logo or a badge — nearly three quarters (73%) of them said yes. An easy way to take charge of the responsibility consumers feel brands have over maintaining authenticity is with a trust signal. For example, at Bazaarvoice many of our clients use the Bazaarvoice Trust Mark.

If you’re a Bazaarvoice customer and haven’t got the Trust Mark on, contact your CS team and they will help you with that! 

Regardless of whether you’re looking at it from a consumer side, from a brand side, or the retailer side, always, always, always take authenticity seriously. Because it’s what your brand equity and safety is anchored on. And consumers won’t do business with you without it.

6. Brand consistency

Expanding on from above, consumers really want to see brand consistency from you. In today’s digital era, 75% of consumers expect a consistent experience from brands. Regardless of whether that’s offline, online, in email, or wherever, they expect it across every channel.

What truly shapes your brand’s reputation is what your shoppers say it is. Safeguarding your brand image and reputation means ensuring a uniform brand experience across all digital touchpoints. This requires embracing and amplifying the voice of the customer, attentively listening to their feedback, and adjusting strategies accordingly.

Whether you have a brick-and-mortar or an e-commerce store, or both, bring in your organic social content and other UGC and display it for shoppers to see across your PDPs, social feeds, in-store ads, and anywhere else your shoppers are.

Unlocking consumer preferences 

When it comes to the changing preferences of today’s consumers, this article is only really scratching the surface. Eager to learn where else you need to lean into to satisfy today’s shoppers? Then watch our on-demand masterclass with Bazaarvoice CMO Zarina Stanford and hear first-hand how your brand can adapt and thrive.

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Today, perusing through ratings and reviews and other user-generated content (UGC) has become a foundational part of the routine of online shopping. It’s how you truly experience a product without being able to see it in person — by hearing about the intricacies of a real product experience from one of your fellow shoppers. 

But even though we shop online so frequently (100% of shoppers we surveyed said they shop online at least once a month!) and therefore are utilizing UGC just as frequently, due to nefarious actors, we’re unfortunately having to spend a portion of that time validating the authenticity of that UGC.

Three quarters (75%) of our survey respondents are at least somewhat concerned about encountering fake reviews when shopping online. Only 9% said they’re either not very concerned or not concerned at all. 

So, how can we solve this problem? Not just to make e-commerce more efficient but also to make UGC more trustworthy and transparent. A trust signal (also referred to as a trustmark) might be the answer.

What are trust signals?

A trust signal is a logo or badge displayed on websites that tells customers the site has passed certain digital security tests or qualifications that confirm content authenticity. Their main purpose is to make shoppers feel more secure and confident in their purchasing decisions.

Trust signals research report key findings 

To find out exactly what consumers think about fraudulent UGC, what would give them more confidence in the consumer content they’re consuming, and what brands plan to do about it, we surveyed over 8,000 shoppers and 400 brands across the globe. Here’s what they said. 

1. Consumers are concerned about all types of fake UGC

Fake reviews aren’t the only type of fraudulent UGC that shoppers are worried about. Consumers are at least somewhat concerned about encountering fake shopper images (69%), fake social media content (69%), fake shopper videos (68%), and fake shopper questions and answers (66%).

Because they’re so worried about this fake content, they’re taking steps themselves to verify the legitimacy of an online store or product before making a purchase. Using trusted online shopping platforms (63%), researching the brand or company online (58%), checking for secure website indicators (e.g., padlock symbol, “https”) (51%), reading customer reviews (47%), and recommendations from a friend/family member (46%) are the most common ways consumers typically do so.

2. Consumers think brands should be taking care of fake reviews

Even though they’re doing it now, consumers don’t want to be doing all of this detective work themselves. The majority of shoppers we surveyed (63%) think the brand’s website they’re visiting should be solving issues of fraudulent content online, followed by governmental bodies (49%) and a third-party expert (36%).

And even while doing all of their own sleuthing to verify the online stores they are using, almost three quarters (73%) said that websites today are doing at least somewhat of a good job of blocking fraudulent content. Over a quarter (27%) think they’re doing a relatively poor job. 

However, they’d prefer if content on brand websites would be verified by a trusted third-party over than by the brand itself. Over two thirds (66%) said they’d have confidence in a “trust signal” [i.e. — lock, checkmark, symbol] that shows each piece of content has been verified by an independent third party – only 8% said they wouldn’t trust it. 

3. Brands think they’re on top of fraudulent issues

The vast majority (94%) of brands and retailers said that they rate the importance of maintaining online content authenticity in e-commerce business either high or very high. The majority are also either moderately (41%) or very (35%) confident in their current strategies and tools for detecting and preventing fraudulent or counterfeit content within their online channels. But only 10% said they were extremely confident. 

Despite their confidence, the majority (69%) of brands and retailers don’t currently use any fraud detection software today for transactional fraud (fraud that occurs where money is being exchanged). Only 31% do.

Two thirds (67%) are actively exploring or planning to implement any new technologies or strategies to enhance online content authenticity and fraud prevention. The majority (81%) said that they would consider utilizing a third-party vendor specializing in content authenticity verification to enhance their fraud prevention efforts, but 57% said with the caveat that the solution aligns with their needs. 

4. Consumers want a trust mark signal to help verify online content

When asked if they’d trust an industry-leading, third-party authentication provider to verify the trustworthiness of the content for all of the sites they visit, 70% of consumers said they would. 

On the other hand, when asked if they’d trust a website to verify its own content without an industry-leading third-party authentication of the UGC on its site, less than half (47%) said they would trust it. And when asked our survey respondents if they’d have confidence in a “trust signal’ [i.e. — lock, checkmark, symbol] that shows each piece of content has been verified by an independent third party, 

• 73% said they’d trust it for ratings and reviews
• 66% said they’d trust it for social media content
• 60% said they’d trust it for influencer content

5. Brands are interested in incorporating trust signals 

Brands are open to getting help in verifying their website’s content for shoppers. A whopping 79% said they have no concerns or reservations about outsourcing content authenticity verification to a third-party vendor.

When asked if they’d consider adding a “trust signal’ [i.e. — lock, checkmark, symbol] that shows each piece of content has been verified, 78% said they would be for ratings and reviews, 79% said they would be for customer answers, 73% said they would be for customer images, and 71% said for every customer video.

A trust signal eases consumers’ stress around fake UGC: give it to them

As our research shows, consumers want to continue using UGC. But they also want to make sure that it’s authentic. They want brands to ensure the validity of the UGC they consume, and a trust signal would be of use to them.

The Bazaarvoice Authentic Reviews Trust Mark is a symbol of a company’s dedication to authentic consumer feedback regarding its products and services. The Trust Mark is also a signal to consumers that the review content they see is safeguarded — by a neutral third party — with sophisticated fraud detection technology and industry-leading best practices. Learn more here. 

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Artificial intelligence (AI) was once something you only saw in sci-fi movies. But, it’s now an everyday tool that people use to create content, process data, and distribute information quickly — and, it’s likely here to stay. 

As a refresher, generative AI is an advanced technology that uses machines to learn and create new content for a specific task, without needing to actually be trained on that task. It’s what’s powering popular apps like ChatGPT, Bing Chat, Google Bard, and Bazaarvoice solutions. 

While AI is getting lots of attention these days, brands have actually been using it for some time via voice assistants providing customer service or personalized product recommendations on their websites. AI can help improve customer satisfaction, bring creative ideas to life, boost product discovery, and streamline content creation and marketing strategy development. 

But there’s some downsides of AI, too. For one, consumers aren’t always quite sure what to think about the technology or the content it produces. But, they’re definitely interested in it. 

AI research report key findings

To find out exactly what consumers think about AI today and whether they trust AI to assist them in creating user-generated content (UGC), we surveyed more than 9,000 people across the globe. Here’s what they said. 

1. Consumers are interested in AI and want to keep using it

It’s safe to say that AI has piqued everyone’s interest. 36% have used generative AI tools, and of those, 55% would use them again. 14% haven’t used generative AI but plan to in the future. 

Just 14% have used image generators, but of those consumers, 56% think the tools are great and would use them again. 

Even though more people have used generative AI compared to image generators, among those who’ve tried either technology, the number of people who like the tools and would use them again is almost identical. That’s significant! 

2. Consumers think AI can help them write better reviews 

Most shoppers rely on UGC, including reviews, photos, and videos, to research products and make decisions about what to buy. But, some shoppers fret over actually leaving reviews themselves. 

When writing a review, 68% of people at least sometimes feel unsure about what information to share that would be helpful to other customers. 73% have avoided leaving a review on at least one occasion because they didn’t know what to say. 

Our research revealed that many consumers believe AI can help them overcome these challenges. 67% think it would be at least sometimes helpful if an e-commerce site provided AI-powered coaching to help them leave high-quality product reviews. 

About half of consumers (49%) would like to write a review on a website where generative AI guides them on what to write, as they think it will help them write a better review. 

3. Many worry AI could boost fake reviews 

Consumers have long been concerned about fake reviews. We’ve found that fake reviews can make shoppers lose trust in brands and stop purchasing from them. 

Fake reviews can be easy to spot. They stand out when a product has multiple reviews with the same wording, the review content doesn’t match the product, the reviews contain grammatical errors or misspellings, and there’s an overwhelming number of positive ratings and reviews. 

Many consumers fear that fake reviews will become more common as AI is used more. 45% of people worry that AI technology could lead to more fake reviews and falsified claims about products. 

Almost half of consumers (45%) would trust websites more if they put measures into place to protect against content fully generated by AI — meaning reviews written entirely by AI, not a person who used AI to help them write a review. 

4. Consumers trust AI-generated content (at least sometimes) 

According to the research, consumers are interested in using AI and see its benefits, but they still want humans to be involved at least sometimes. 

53% trust generative AI to some extent, but many want human input and oversight. Only 16% of people trust websites that allow completely AI-generated content (53% don’t trust these sites at all). 

Trust levels go up when content is created by real people with the help of AI. In our survey, 74% of people would at least maybe trust a review if the writer had help from an AI-powered coaching guide. 

Nearly a quarter (23%) would be more likely to purchase from an e-commerce site that uses AI-powered review coaching to help shoppers create higher-quality reviews — 52% said having such a coaching guide wouldn’t make a difference in their purchasing decision. 

5. Consumers are still wary of some AI-generated content 

Even though AI is becoming more widespread and consumers trust it in many instances, they’re still sometimes cautious. 

When it comes to being served an ad created using generative AI instead of a human, only 18% feel positive about it, 58% feel neutral, and 24% feel negative. 

When asking a question about a product on a brand or retailer’s website, 45% would trust an AI-generated answer that they received immediately. Of those, 32% trust the AI response but would prefer an answer written by a human. 

For visuals, 22% of consumers would trust product photos or videos on a brand or retailer’s website that were generated with AI, and 21% would trust AI-generated photos or videos posted on their social media. 

Research shows consumers like AI: give it to them

As our research shows, interest in AI continues to grow — especially among people who’ve tried out different AI tools. Our research also reveals the value that consumers see in using AI to write higher-quality reviews and having a little help to write this feedback would make them leave more reviews.

So, AI can help brands increase review volume, recency, and quality, all factors that help shoppers make more informed purchasing decisions. It’s what shoppers want, so you need to provide them the tools to do so.

Bazaarvoice is developing several innovative generative AI features. For example, our new review coaching feature offers proactive and unbiased coaching on how to leave helpful reviews. And our AI-powered image captioning feature helps you create effective content for Instagram.

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This inspires them to shop. A whopping 97% of shoppers have purchased something from social media — and 69% have been inspired by social media to make a purchase via another channel. 

Where a third of shoppers spend $200 or more a month, active social media users spend almost 3x more, or $580 a month. That’s why you need a retail social media strategy — the relationship between social media and shopping is tighter than ever. 

Consumers want to discover new things and purchase them on the spot — 54% of shoppers say they’re willing to buy products on social media if they can get product info directly there. When we asked shoppers where they shop, we discovered:

Social commerce, which is the buying and selling of products on social media — and everywhere social reaches — through shoppable content, is here to stay, and more and more shoppers are jumping into it. With all that in mind, creating a retail social media strategy for your brand is a necessary move. 

Retailers who fully embrace social commerce can increase engagement, conversion, and revenue.

Your retail social media strategy 5-step guide

We have tips for defining your goals, implementing best practices on social platforms, building relationships on social media, driving sales, and using metrics to assess ROI. This five-step guide will help you launch your retail social media strategy. 

Step 1: Define your goals

Before you can hit the ground running, it’s crucial to define your retail social media strategy’s goals. Goals guide your brand’s focus on desirable outcomes and set a foundation for your marketing strategy — which you’ll continue to adjust and build upon as you discover what works and what doesn’t. 

Communicating your product’s benefits and connecting with your target audience can help you generate sales, grow your customer base, and increase brand loyalty. All of these are strong marketing objectives. Therefore, selecting the objective that coincides with your brand’s mission is the best place to start.  

Defining clear, realistic, and quantifiable goals will give direction to your retail social media marketing efforts. 

Build brand loyalty 

Transform your brand enthusiasts into your greatest advocates by building stronger relationships with your shoppers. That means answering their questions, breaking down buyer barriers, and sharing insights with shoppers. When your advocates feel heard and valued, your brand wins. 

Generate sales

Boost conversion rates by optimizing user-generated content (UGC) on social media channels, focusing on shopper experience to pique interest, and syndicating reviews across a vast network of retailers to increase buyer confidence. 

Stand out on social 

Get noticed by selecting the social media platforms that match your brand, collect feedback about your content and products, use your customers’ voices to connect with a broader audience, and be authentically true to your identity. 

Drive traffic and generate leads

Featuring UGC resonates with shoppers, since the content shows everyday people using your product. Consumers equate this to a recommendation from a friend or family member. When you display UGC on social media, it’ll help you drive traffic and generate leads, which ultimately helps boost sales.   

Step 2: Understand retail social media best practices

While most consumers prefer to engage with brands by following them on social media, others prefer interacting with influencer content and taking their recommendations. Consumers also appreciate being able to easily access brand or product information directly from social media, according to Bazaarvoice data. 

Above all, consumers seek out high-quality visual UGC on social media. Using a blend of robust visuals, videos, influencer content, and shopper reviews can increase buyer confidence while helping you achieve your strategic goals. 

Although quality content is a must on all social platforms, it’s crucial to have a solid grasp of each platform’s best practices. Here’s some platform-specific guidelines to get you started. 

a) Instagram

From trend discovery to product research, brand-created content on Instagram is a major player in a shopper’s buying journey. In fact, 83% of users say Instagram helps them discover new products, and 81% use it to research products and services. 

To capitalize on user activity, you must first complete the Instagram Shopping approval process to begin tagging products to make posts shoppable and drive sales. 

Consumers find your brand through discoveries

Instagram’s Explore Tab bridges the gap between aimless browsing and active shopping. With this feature, brands can enhance shopping experiences by immersing in your products and creating an in-store shopping feel. 

Brands like Iconic London have integrated a gallery of inspiring social content to create feed-like experiences on their home pages and product pages, which further reinforces its position and increases engagement. 

Not only that but the brand has seen an 11% lift in average order value for those who engaged with these galleries versus those who didn’t.

Shoppers can have a personalized shopping experience

Instagram’s algorithm gathers visually similar items, allowing users to scroll through content based on their interests and what they want to see. This helps users continually discover new products.

When you use Instagram, you can give your customers a personalized shopping experience. Lifestyle retailer Oliver Bonas, for example, uses Bazaarvoice Like2Buy to turn their Instagram visuals into shoppable posts to improve customer experience. They make their Instagram photos and videos shoppable and improve their shopper experience.

The tool has helped the brand drive more engagement and increase conversions by 188%. They can also collect new UGC assets to feature on Instagram later on. 

Instagram shopping is seamless 

Instagram’s checkout feature allows users to purchase products without leaving the app. Shoppers just have to enter their information, and it’s saved for future transactions — streamlining the shopping process. 

Although content will help users discover products, the checkout experience needs to be as easy as possible to ensure they complete their purchase and keep coming back. You should test your checkout process regularly to make sure it’s as seamless as possible and identify and fix any obstacles. 

You can use Instagram’s insights to track the success of your content on the platform, so you’ll know how well your retail social media strategy is working. 

b) Facebook

Facebook posts can help you make a splash, connect with consumers, and achieve your desired ROI. 

Simple, high-quality creative posts resonate most

High-quality, creative posts inspire Facebook users to interact with your brand. Each post should include images, videos, or GIFs that accurately echo your brand’s message. It’s also a great place to feature visual UGC. 

Posts inspire action 

Capture your Facebook followers’ attention via different types of actionable content. From sharing articles and blogs from your website to posting links to asking the audience to leave a review, there are various ways to inspire engagement. 

Understanding your audience builds a connection 

Connecting with your audience is about understanding how they tick and what inspires them. The better you understand your audience’s needs, the easier it will be to develop posts that connect with them. Facebook’s Page Insights can help you gather information about audience demographics and past posts they interacted with.

c) TikTok

TikTok content should be short (just about 15 seconds), visually compelling, and authentic. Here’s how it can be an influential part of your retail social media strategy. 

Trends are the heartbeat of the app

TikTok content follows trends, which are the ongoing conversations users have on the platform. You should jump on these trends. Complete the latest TikTok challenge or give your take on a popular trend — this will make you seem relatable and cool. It also helps you build momentum on the platform.  

Authenticity is the only way to be

TikTok is where people go to have fun and be themselves. Brands contributing to the platform should strive to be a part of the community and its light-hearted spirit, instead of pushing sales or other hidden initiatives. Being authentic is everything. 

TikTok Analytics enables you to track key metrics, like views, likes, comments, shares, and engagement rates. 

d) Pinterest

Pinterest is an amazing and underrated platform for retailers. It’s highly visual and made for discovering and saving (or pinning) your favorite things. 

The highest-performing pins are the ones that tell a story, are visually captivating, and entice the audience to want to learn more. Pins that will compel your audience to engage with your brand: 

• Standard pins. Vertical, high-resolution images are eye-catching. Putting your brand’s products front and center helps you showcase them. Utilizing specific titles and descriptions boosts pin discovery

• Video pins. Videos with an immediate visual hook will capture your target audience. This is important because some pinners browse the platform on mute. Also, video pins must have a strong cover image that conveys exactly what the video is about before the user scrolls past 

• Story pins. Like a video pin, a compelling cover image tells users what the story is about before clicking on it. Use multiple pages to tell your story and let your personality shine through with images, videos, colors, and fonts that suit your brand 

Like other social media platforms, Pinterest offers analytics that allow you to track pins, views, and more, so you can keep tabs on the effectiveness of your retail social media strategy. 

Step 3: Build relationships with customers and community connections

Consumers love following their favorite brands on social media to learn about new products, keep up with sales and promotions, and like and share their content. 70% of consumers discover products on social media — and, they’re more likely to buy from brands they follow on the platforms. 

Taking steps to build community connections and direct relationships with your customers will drive engagement and sales. Here’s how: 

Respond to comments and questions 

Shoppers want access to detailed, quality information about products while they’re shopping. They also want to feel like their needs are being met. So, when they comment on your post, send a question via a DM, or leave a review, respond to it. Consumers actually expect it. 

MeUndies has found value in Bazaarvoice Questions and Answers. When it answers customer questions, shoppers learn more about products and feel confident purchasing. This has increased conversions for the brand and reduced the number of customer service messages employees have to respond to. 

Provide top-notch customer service 

Most consumers say a brand’s customer service factors into their choice of whether to become a customer, according to a Microsoft report. Additionally, 58% say they’d end a relationship with a brand after poor customer service. Make shopping experiences seamless, respond to customer questions and feedback, and resolve problems immediately, and you’ll have a loyal customer for life. 

Bazaarvoice recently announced a partnership with customer service platform Zendesk to help brands build efficient, effective UGC programs that deliver quality customer experiences and improve customer service across a shopper’s journey.

Host contests and giveaways

Who wouldn’t want to show their love for their favorite brands and win a prize in the process? Social media contests and giveaways do just that. They also help brands engage followers, collect UGC, and increase sales. Instagram accounts that host contests grow 70% faster than those that don’t. 

Successful social media contests use brand-, product-, or campaign-specific hashtags. Samsonite ran a travel-gear giveaway using the hashtag #takewhatsyours to gather UGC and influencer content.

The campaign generated over 27,000 posts, which it uses on product pages, social media, and in its marketing to connect with customers.

Use social listening 

Through social listening, you can monitor topics, keywords, and hashtags related to mentions of your brand or products. You can also keep tabs on your competitors and what’s happening in your industry overall. Knowing what’s happening lets you capitalize on trends, resolve problems, and provide the content that you know audiences want to see. 

Create communities 

Focusing on your audience and building relationships with a brand community of supporters is always a great way to understand what your customers need and want — and respond accordingly. 

The rise of community commerce lets you leverage social creators to post real-life, authentic content that informs, entertains, and inspires. Just make sure it’s shoppable so people can easily buy what they see! 

Step 4: Drive sales with social media

With billions of social media users all over the world, social platforms are the place to connect with consumers and inspire them to buy your products. Social media is where people go to find out about the latest things. 

When you feature UGC on your social platforms, it helps build an authentic connection. Brands can see double the engagement when UGC is incorporated into retail social media strategies. There’s a number of ways to drive sales with social media.

Use social media to promote products 

Social platforms are a great place to showcase new products and post refreshers about your tried-and-true items. Another way to promote products on social media is with the help of influencers. 

Everyday social media users, like your real customers, are the influencers that resonate the most with shoppers. These influencers are considered authentic, and our research shows that 82% of consumers are purchasing more or the same number of products from everyday social media user recommendations this year. 

Run social media ads with UGC 

Consumers trust the advice of their peers over highly produced ads with professional photography and taglines that sound too sales-like. Running social media ads that feature UGC gives your paid ad campaigns an extra boost by driving higher conversions. 

For instance, bedding e-commerce brand Parachute increased its click-through rate by 35% and lowered its cost-per-click rate by 60% with UGC advertising. 

Use social media to drive traffic to your website 

Social media is the preferred spot for product inspiration and discovery. Tag your posts and make social content shoppable to drive traffic to your website and help shoppers complete their purchases. 

Use UGC collected from social media on your e-commerce website, on product pages, home pages, and anywhere else. Bazaarvoice Galleries can help by feeding social content to all of these places. Brands see 140% higher conversion rates when users interact with Galleries content on product pages. 

Step 5: Measure ROI to determine your retail social media strategy’s success 

Now that you know what it takes to create a solid retail social media strategy, how do you know it’s working and meeting your goals? The only way you can know is to measure your ROI.

This involves tracking metrics such as engagement, traffic, conversions, and revenue generation. Your goals and objectives will determine the type of social media metrics you track. 

Individual social media platforms offer their own analytics tools. Take, for example, if you want to build awareness on Instagram, you may want to closely examine Instagram Reels and Story views or engagement rates.

If you advertise on Facebook, you may want to measure the cost-per-click rate. But manually tracking and gathering metrics from each platform can be time-consuming and make your head spin if you’re unsure how to find meaningful data. Bazaarvoice offers several tools to help. 

The Social Commerce Platform provides brands with social analysis, UGC performance tracking, and competitor insights all on a single dashboard.

Let’s say you’re on TikTok and want to measure performance. You can do so from one singular dashboard. It can tell you what content to post, what’s engaging your audience, and what strategy works. 

Using tools like Premium Network Insights take the guesswork out of ROI assessments of your brand strategy. Our Social Analytics tool helps brands understand what their shoppers find most engaging, such as certain types of images or content. This can help inspire future marketing campaigns. 

Having a repertoire of analytics tools makes it much easier to pinpoint a successful retail social media strategy for your brand.

Retail social media strategy key takeaways 

Social media is the preferred source for product information and inspiration. Consumers follow their favorite brands on social platforms and expect to see compelling, authentic content that they can engage with. That’s why you need a robust retail social media strategy. 

Your retail social media strategy should focus on: 

• Defining your retail social media goals
• Deciding which types of content work best on different platforms (the answer is mostly always UGC!)
• Building authentic relationships with consumers 
• Driving sales with social content 
• Measuring your ROI to know what’s working and what needs work

This five-step guide can you get started. Learn more about how we can help you with social commerce here.

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Wondering about the best moisturizer for dry skin? Or, which eyeshadow or nail polish colors are in next season? You might ask a friend or family member. The next best thing is usually to take the advice of a social media influencer. 

All consumers (that’s right: 100%) have purchased a product based on a recommendation from another shopper that they’ve found online, according to a recent survey of nearly 9,000 global shoppers.

Our research continues to emphasize the power of everyday shoppers to influence each other. 53% of consumers say user-generated content (UGC), like photos from real shoppers or customer reviews, makes them feel more confident buying things online. The reason: these influencers present more authentic content than professional photos, expertly written copy, and traditional marketing messages. 

But before we delve further into the influencer research, there’s a question that needs answering.

What is an influencer?

In influencer, often known as a creator, is a person (or animal, to be honest) who has the ability to influence potential buyers of a product or service by promoting or recommending the items on their social media platform, predominantly TikTok or Instagram.

There’s five types of influencer, each with varying follower counts:

• Subject matter experts: Beauty gurus, fashionistas, chefs, DIY’ers, and stay-at-home moms. These influencers are experts in a specific subject, which they tend to exclusively, or primarily, post about. They often recommend, sell, or post sponsored content for products related to their subject matter 
• Celebrities: These accounts give you a behind the scenes look at those with extravagant lives who have become famous for something other than social media. They can be actors, reality TV stars, musicians, athletes, etc. They often promote/recommend products that fit in with their lifestyle/aesthetic, or that they’re selling themselves
• Social media stars: These are influencers who became famous solely because of their internet presence. They don’t necessarily have a subject matter they’re experts on. They maybe have a very pleasing aesthetic, or an ability to do internet trends well, like TikTok dances. Sometimes they became famous due to a viral moment, and the fame just never faded. Other times they’re just everyday people who post outfit of the day photos and naturally amassed a large following. They’re often paid to promote products or will promote something they are selling themselves
• Everyday social media users: Your friends, family members, peers, or people you’ve never met but are connected to. They simply share day-to-day content (ratings and reviews, photos and videos) that they’re genuinely interested in. They don’t have an agenda to promote or highlight certain products
• Creators: Anyone who creates entertaining or educational material to be expressed through any medium or channel

Influencer research report key takeaways 

As you develop and refine your influencer strategies, here’s the top trends and takeaways to know, as revealed by our research. 

1. Everyday social media users resonate most 

Influencers with massive social media followings and big-name celebrities don’t resonate with shoppers like they used to. These days, consumers prefer the opinions and advice of real people. 

Our research found that 82% of consumers are purchasing more or the same number of products from the recommendation of everyday social media users. Shoppers are more influenced by everyday social media users, who might not have a large number of followers, than brands, celebrities, social media influencers, and subject matter experts. 

Everyday social media users are viewed as more trustworthy. 33% of consumers say their trust in them has increased over the past five years, while 45% say it’s stayed the same. 

As you’re choosing influencers to work with, know that 64% of people want brands to partner with everyday social media users more than anyone else. 

2. Trust in subject matter experts is increasing

Subject matter experts, like a doctor, esthetician, or someone else with official credentials, are also perceived as trustworthy and authentic. 

26% of consumers are most influenced by the opinions of subject matter experts when purchasing products. 33% have actually purchased a product based on an expert’s recommendation. 

Over the past five years, 86% of consumers say their trust in subject matter experts has increased or stayed the same. So, having these experts try out or otherwise showcase your products on social media builds loyalty and drives purchases. 

3. Consumers are more conscious in the ‘de-influencing’ age 

You’ve probably seen reports of Gen Z consumers embracing “de-influencing,” which is where social media influencers tell their followers what not to buy. 

While this term has trended on social media channels, our survey found that it hasn’t actually had much of an impact on consumer perception or purchasing habits. 73% of survey respondents haven’t heard of the “de-influencing” trend, and 38% weren’t likely to participate in a #deinfluencing activity.

Among those who have heard of it, 50% say it’s made them more conscious of how they interact with social media influencers online who are promoting a product. 38% say it’s inspired them to conduct more product research before buying. 

4. Consumers rely on influencers for authenticity 

Even though “de-influencing” is playing a big role, consumers want truthful, authentic viewpoints on products. That’s why they see just as much value in negative reviews as positive ones. 

Social media is where people go for product inspiration and information, and to purchase items. Facebook (25%), Instagram (23%), and TikTok (22%) are most used for new product discovery, our survey revealed. 

Shoppers use Facebook (28%), Instagram (23%), and TikTok (18%) the most for purchasing. 

Featuring everyday social media users, subject matter experts, and other influencers on these platforms builds trust. “They give me their honest opinion” is the main quality that people are looking for in influencers, according to 42% of survey respondents. 

They also appreciate influencers because “they share new products I’ve never heard of,” “they have a specialist area they share content, products about,” and they share “fun, engaging content.”

5. Consumers are content creators 

Browsing and posting on social media is a favorite pastime for most people. 82% consider themselves everyday social users, and about 50% spend up to 10 hours a week creating social content. TikTok and Instagram are their favorite social platforms. 

Nearly 40% of people in our survey want to be full-fledged content creators in the future. 41% haven’t done it yet because they don’t know where to start. 

People enjoy posting about products and brands. 79% at least sometimes tag brands in their posts, mainly because they’re fans and want to share their content with their favorite brands. 

Among consumers who are content creators, 49% have partnered with brands on sponsored content, but they’re focused on ensuring that their content is authentic. 62% have turned down brand partnerships, because the partnership didn’t align with their values or the brand wasn’t a good fit.

To maintain authenticity and creative control, they only work with brands and products that they use (26%), give their complete and honest feedback about a product (28%), say when it’s a paid partnership (24%), and only work with brands and products that align with their values (21%). 

6. User-generated content is the biggest influencer on purchasing decisions

One of the big takeaways from our influencer research was that UGC, including ratings, photos, and videos from real shoppers, influences purchasing decisions. Even after seeing something on social media, most consumers visit a brand or retailer’s website to read reviews. 

When they seek out reviews, the factors that ultimately help them decide whether or not to purchase include: 

• “The review includes relevant attributes based on the product (i.e., scent description for a perfume)” (36%)
• “There is a photo with a review” (19%)
• “There is a video with a review” (18%)
• “It includes information about the reviewer, such as skin type, age, size,” (15%) 
• “Length of review” (12%)

When shoppers encounter visual UGC on a product page or social media channel, 47% want the photo to show “the product being used in the way it’s intended,” such as clothing on someone who wears their size or a piece of furniture in a small apartment like theirs. 

Use research to guide your influencer strategy 

If you’re a brand or retailer interested in incorporating influencers into your marketing strategy, you probably won’t have to pay the big bucks. Sending free products to everyday consumers through product sampling and asking them to post their thoughts about your product on social media in return, can pay off dividends.

Or you can follow global brands like kraft Heinz and Rimmel and tap into the Influenster community of over 7.5 million engaged, everyday consumers. All of whom are ready to create content for you. Learn more about it here.

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They want top-notch, personalized experiences, outstanding customer service, reasonable prices, and for brands to share the same values that they hold dear.

It may sound like a lot, but if you get it right, customers will reward you with their loyalty. Especially important in the economic uncertainty we’re facing, because consumers who feel connected and loyal provide a much higher lifetime value.

Why is customer loyalty important?

For starters, 57% of shoppers spend more with the brands that they feel a sense of loyalty to. And building a customer loyalty program for your small business (or business of any size really) is one of the best ways to create such a connection.

Second, it’s much easier to sell to an existing customer than a new one. You’re estimated to be about 70% more likely to sell to a previous customer than a new one so it’s not just that customers will reward you with their loyalty, they’ll reward you with their dollars too.

A customer loyalty program makes customers feel valued and also entices them to shop with the same retailers and brands over and over.

What is a customer loyalty program?

A customer loyalty program is a marketing tactic where, in exchange for the repeat business, shoppers can earn rewards from purchases, receive discounts, and get exclusive access to sales, new products, and other promotions.

Customer loyalty programs let you reward your best customers and attract new ones, through referrals or with special deals. A good customer loyalty program is a self-sufficient cycle of value and loyalty. But loyalty programs don’t just benefit customers, though.

Benefits of a small business customer loyalty program

Customer loyalty programs help brands and retailers stand out amongst competition — something that’s more important than ever. You also gain access to customer data, letting you get to know your most loyal shoppers and offer the personalized experiences shoppers crave — 25% of shoppers crave personalized shopping experiences.

They also enable you to easily collect customer reviews and other feedback to improve products. What’s more, you can save money, since it’s cheaper to retain an existing customer than to acquire a new one. 

Here’s the top benefits of implementing a small business customer loyalty program.

Get more access to customer data

When customers sign up for your brand loyalty program, you have the opportunity to ask them all sorts of questions about their demographics, shopping preferences, and any (relevant) information that will be helpful down the road. Customer profiles contain a wealth of data and insights that you can use to inform targeted marketing campaigns and create tailored customer experiences. 

Brands also get to keep track of who’s buying what, enabling them to suggest new or related products, which will drive even more sales. When shoppers experience exceptional customer service, about 90% will purchase more from brands and become repeat customers, according to Hubspot. 

You can provide better customer experiences

The more you get to know your customers, the more likely you’ll have a good grasp on what they want. When you understand your customer, you have the intel to build personal relationships, deepen emotional connections, and deliver better experiences.

To strike the right chord with shoppers, make sure your customer loyalty program is consistent, and that it’s easy for your customers to sign up, earn points, and redeem rewards. 

Brands that deliver outstanding customer experiences see 20% higher customer satisfaction levels and about 15% more sales conversions, according to McKinsey & Co.

Most consumers do join loyalty programs to earn rewards, which they can use to get freebies or discounts — 80% of consumers have spent more to unlock a reward. But, consumers aren’t interested in cookie-cutter experiences, and 82% of consumers view brands in a more positive light when they engage with personalized content.

Consumers want you to offer customizations based on their preferences at every touch point, including marketing emails, product suggestions, and discounts.

You’ll save money

Customer loyalty programs may be costly to set up, especially as a small business, but they’re an investment with high returns. Retaining just one customer actually costs 10x less than acquiring a new one. Offering incentives to your best customers will increase revenue, since loyal customers tend to spend more than two-thirds more than new customers. 

When loyal customers are happy, they’ll be more likely to refer their friends and family. These referrals could turn into new loyal customers, and it’s been shown that consumers referred by loyalty members have a higher retention rate. Offering signup bonuses, such as extra points or discounts, with your customer loyalty program will attract new loyalty members. 

You can collect customer feedback to improve products

Through your customer loyalty program, you can incentivize reviews and other user-generated content (UGC). Bazaarvoice has found that shoppers trust reviews most when searching for new products, and reviews can deliver a 159% increase in revenue per visitor among shoppers who’ve engaged with reviews across best-in-class sites. 

Collecting reviews and other customer feedback will generate social conversations about your brand, too. This feedback also helps gauge consumer sentiment, offering insights into how to improve products or where you could improve customer service. 

You can drive social media buzz

Most people check their social media accounts several times throughout the day, and chances are your most loyal customers follow you on social media. This gives brands a unique opportunity to engage with customers 24/7. 

When brands incorporate social media elements into their brand loyalty programs, it gives them a chance to drive buzz. Let customers earn rewards for performing different social media actions – such as sharing posts, liking photos, or tagging the brand. Customers will feel an emotional connection, and these actions will drive higher engagement rates and attract new loyal followers. 

Promote your loyalty programs on social media, too, by using interactive content to encourage more signups. Track which content draws the most engagement and new loyalty member sign-ups, and use those analytics to drive future campaigns. Just make sure the process to join your loyalty program straight from social media is seamless to keep the customer experience is impeccable.  

Start your small business customer loyalty program

The bottom line is that customer loyalty programs help small businesses stand out at a time when many are reeling from economic uncertainty. There’s some upfront costs sure, but any expense will be overshadowed by the returns that brand loyalty brings.

Customer loyalty programs drive increased sales, inspire repeat business, boost social media buzz, and build a wealth of consumer data and insights to future-proof the business.

Want more ways to future-proof your business during a financial downturn? Watch our short on-demand masterclass below.

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The more loyalty you show, the more you’ll receive. This definitely translates to the brand-customer relationship. Give consumers what they need to be inspired and informed, and they’ll keep buying your products. 

The trick to brand loyalty is knowing what consumers actually want. We know you’re not a mind reader, though, so we conducted our own brand loyalty research to help you. Bazaarvoice is uniquely positioned in that we can tap into our Influenster community of engaged shoppers, who are always on hand to provide feedback and insights.

We surveyed 1,000 members of our Influenster community in January 2023 to research and discover their brand loyalty sentiments. 

We found that shoppers continue to value user-generated content (UGC), like product ratings, reviews, and customer photos. 62% of respondents said they always look at reviews when shopping on a retailer’s website. And most consumers want to see UGC on social media too. 

As retailers and brands like you are grappling with inflation and shrinking shopping budgets, brand loyalty is more important than ever. You’re about 70% more likely to sell to a previous customer than a new one, and existing customers usually spend more. 

Brand loyalty research results

Here’s a deeper look at what our brand loyalty research revealed, including insights from other research peaks, to help you enhance your customer loyalty strategy. 

UGC makes you seem more authentic 

Experiences tend to influence customer purchases, even more so than price in many instances. Shoppers look to brands’ social media pages for something unique, like new products and inspiration for how to use them. 

And, when they find UGC on your social media channels, it can heighten brand loyalty. Consumers most notice a brand’s content from other users on Instagram (78%) followed by TikTok (55%).

UGC matters most to shoppers looking for skincare, haircare, and cosmetics. Influenster community members listed the brands that stand out in their use of UGC on social media as Fenty Beauty, Rare Beauty, Charlotte Tilbury, Dior, Kylie Cosmetics, The Ordinary, Lululemon, and Skims. 

A recent Bazaarvoice research peak revealed commerce is in the midst of an authenticity movement, and our brand loyalty research has only confirmed this. What shoppers like most about UGC is that it’s authentic. And that helps brands build trust and loyalty.

Shoppers want to see, “pictures of people using the products, how they use it, and people talking about real experiences, pros and cons,” according to our survey. One survey respondent offered an important suggestion for winning over shoppers with UGC.

Use real people (all body sizes, skin tones, skin texture). I want to relate — not compare against!” 

An Influenster survey respondent

Content should be quality over quantity 

Almost all members of the Influenster community say they look at star ratings and reviews on retailer websites, like Target.com or Walmart.com. 72% say they leave a star rating or review for a product they buy very or somewhat often. 

Ensuring that products have reviews is crucial for driving customer loyalty. But, the quality of those reviews resonates more than the quantity. Among the brand loyalty research survey respondents: 

• 90% would rather buy something with 50 reviews and a 4-star rating than a product with 200 reviews and 3 stars 
• 90% would rather buy products with both negative and positive reviews than something with no reviews 
• 70% would buy a more expensive product with higher ratings and reviews than a less expensive item with no reviews 

Visual UGC increases purchases, too. Three out of five respondents said they’d rather buy an item with 10 reviews that also has images from fellow shoppers than a product with 200 reviews and no images.

Shoppers expect incentives  

When you take steps to delight consumers by offering them something, they’ll reward you with their loyalty. That’s especially important today, as shopping budgets are stretched. But consumers will still remain loyal to brands if you: 

• Offer incentives, like sales and promotions (85%)
• Are transparent on product ingredients and materials (70%)
• Have strong brand values (55%)
• Provide great social content from other users (5%) 

Creating a loyalty program is a great way to track and incentivize shopping and reward customer loyalty. The more they spend and engage with you, the more they get in return. You benefit, too. 80% of consumers have spent more with brands to unlock a reward. 

Celebrity brands don’t always resonate with shoppers

Consumers often have a complex relationship with celebrity brands. Think: Kylie Cosmetics by Kylie Jenner, Selena Gomez’s Rare Beauty, Honest Company by Jessica Alba, or Kate Hudson’s Fabletics. 

Our brand loyalty research revealed that 73% of Influenster members said they buy products from celebrity brands. The reason? 

• The products are new and interesting (27%)
• They want to see what the hype is about (24%)
• A friend or family member recommended the item (17%)

But, it’s not all good news for celebs. Over 25% of shoppers don’t purchase celebrity brands, and it’s because they don’t follow celebrities or don’t trust them. Many consumers perceive celebrity products as lower quality or as a “money-grab” for the celeb.

This is amplified by a separate Influenster research peak we undertook, looking at what influence influencers have.

Consumers prefer content from everyday social media users (aka UGC) because it’s authentic. One respondent from our brand loyalty research said they’re most interested in brands created by people who are passionate, knowledgeable, and experienced about their product or industry. 

They noted, “Celebrities are not educated experts creating products inspired by many years of hard-earned experience. They are slapping their image on someone else’s very hard work.” 

Shoppers want UGC for private label brands 

With just about everything getting more expensive lately, 78% of consumers are purchasing more store brands or private labels, according to Reach 3 Insights. 

Consumers no longer view private label brands as generic or less desirable than name brands. Many private label brands, like Target’s Good and Gather or Walmart’s Great Value, are now considered on par or even better than national brands. 

Store brands increase revenue for retailers and can enhance customer loyalty. But, how can you motivate shoppers to buy them? 

One way is to collect and feature UGC for these products. Shoppers want to see reviews, videos, and images to get a sense of how the product works and can meet their needs in real life. And potentially how it compares to name brands they know. 

“Seeing people use the products on TikTok, showing their results, and then reading the comments of people that give their honest opinion and experience with the product,” reported one Influenster community member.

Boost brand loyalty with UGC 

Loyalty is a two-way street. Consumers expect you to provide information that helps them make better purchasing decisions and discover new, exciting things. When you meet those expectations, consumers will become loyal followers. 

As our research shows, UGC can help you drive brand loyalty. It’s a way to provide authentic, realistic content that informs and entertains shoppers. UGC also leads to better engagement and repeat visits to your e-commerce site. Ready to create a UGC strategy?

Use our free UGC Value Calculator tool to see the impact UGC can have on your brand.

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Instagram has over a billion monthly active users, and half of them scroll through their Instagram feed daily. However, while the photo-sharing social network is the third most popular social platform in the world, it’s responsible for sending substantially less traffic to websites than other platforms do.

Why? Because unless they’re running an Instagram ad, users can’t include links directly from posts.

This limits Instagram’s ability to be used as a sales channel because e-commerce brands can link to products in only one of two ways: either place a link in their bio and instruct users to navigate there, or include a link in an Instagram Story.

But when it comes to driving traffic, is swipe up or link in bio more effective? Let’s find out.

Driving traffic via link in bio

The link in bio is the only clickable link on Instagram accounts, so it’s important for e-commerce sellers to take advantage of it. Let’s take a look at the pros and cons of this feature, as well as some best practices to get the most out of it.

Benefits of link in bio

With only one link to work with, there’s clear limitations to selling via link in bio, but brands can’t afford not to use it. Here’s why it works:

• It allows consumers to learn more about your company and products. By clicking the link, Instagram users can visit your home page or online store.
• It lets them make purchases. 76% of U.S. shoppers have bought an item they saw in a social post, according to a Bazaarvoice survey. And brands looking to make sales on Instagram will often link directly to specific products they’re advertising, simplifying the number of clicks it takes for a potential customer to add the item to their cart. Typically, a business will promote a product within a post and include a call to action to click the link in their bio to make a purchase or learn more, as in the screenshot below.

• It aids in product discovery. 65% of consumers say they use social media for shopping inspiration, according to our survey of 14,000 global consumers — and Instagram makes that possible. In fact, product discovery on social media is growing, with the same survey telling us that 76% of consumers have been inspired to shop on social media, up from 58% back in 2017. By including a link in your Instagram bio to your online store, you aid shoppers by enabling them to make discoveries.
• Users are familiar with clicking through to bios. It’s common for brands to include phrasing like “click link in bio” on Instagram, so users who want more information about a product are accustomed to following these instructions.
• It’s the only place to link to a brand’s site. While you can direct Instagram users to a specific URL by pasting a link in a caption, it’s not clickable, so the link in bio is a brand’s sole opportunity to connect its Instagram to its website.

Drawbacks of link in bio

While link in bio can bring customers to your website or even let them make purchases from your Instagram account, there’s certain downsides to using this link for e-commerce:

• It’s cumbersome. Directing users first to your bio and then to your website via a call to action involves asking them to take multiple steps, which they may not follow through on.
• Instagram’s feed isn’t chronological. Because of this, a post that says “link in bio” may no longer have a link that corresponds to the correct post, which can frustrate users. 65% of U.S. consumers say the link in a social post has led them to a product they’re not interested in, according to a Bazaarvoice survey.
• Constantly updating a link-in-bio link is a hassle. Changing the link in bio to correspond with every post is time-consuming, and the frequent updates can easily introduce errors.
• Analyzing traffic from a link in your bio can be challenging. However, this process can be simplified by using UTM parameters and a link shortener.

Get the most out of link in bio

To take full advantage of the link in your Instagram bio, you have to expand its reach.

Instagram users with nonbusiness profiles or brands that don’t sell physical goods may rely on a tool like Linktree. However, for e-commerce brands to get the most out of link in bio, they must enable consumers to easily make purchases from it. In other words, their Instagram account needs to be shoppable.

With only one clickable link to work with, this can be a challenge. But a tool like Like2Buy makes it possible. Like2Buy leverages your link in bio and transforms it into a gallery of shoppable products that’s accessible with one click from your Instagram bio.

For example, let’s say an Instagram user comes across the Forever 21 post below and wants to shop the collection.

The caption of this photo instructs users to visit Forever 21’s bio and click the link indicated in the screenshot below.

When a customer clicks this link, they’re taken to a gallery of Forever 21’s posts, from which users can shop directly. The consumer simply has to click the image they’re interested in.

This takes them directly to a page that features all the products from that post or collection.

From here, customers can learn more about items for sale, read product reviews, and make purchases from the brand’s website.

Within the first two weeks of implementing Like2Buy, Forever 21 received

• 47,600 visits to its Like2Buy gallery
• Over 38,000 outbound clicks from Like2Buy to its website
• An 80% click-through rate from Like2Buy to the website

Forever 21’s Instagram audience also became more engaged after the launch of Like2Buy. During the same two-week period, mobile visitors from Instagram averaged 19% more page views and 24% more time on-site than the brand’s average mobile user.

“Like2Buy has assisted Forever 21 in turning a social channel that was built purely for brand awareness into a revenue driver,” said Mario Moreno, the brand’s global social media manager.

Clearly, a lot can be done to make your Instagram link in bio an effective traffic driver. Now, let’s take a look at how you can use the Instagram Stories features to drive traffic and online sales.

Driving traffic with swipe up

With Instagram Stories, users can post videos and photos that disappear after 24 hours. A third of the most-viewed Stories are created by businesses to promote their brands and sell their products. While you can run Instagram Stories ads that link outside the social network, you can also drive traffic by utilizing the swipe up feature.

The Instagram Stories swipe up feature allows all individual users and business accounts to add a URL to their stories. People who view a story with a link simply have to swipe up from the bottom of the app to visit the webpage.

Benefits of swipe up

• Swipe up makes it easy for brands to promote a specific product or even an event, such as a sale, and link directly to it. For example, on Cyber Monday, REI created an Instagram Story to promote its sale.

Users can swipe up on “see more” to be taken directly to REI’s Cyber Monday deals, where they can browse products, read reviews, and make purchases from their mobile device.

Drawbacks of swipe up

• You can include only one link per story. So if your post features multiple products, you’ll be able to link directly to just one. This can be a source of frustration for users. For example, if your story showcases a beautifully decorated living room and links only to the product page for the couch, you could lose a sale if the user was interested in purchasing the coffee table or the rug.

Get the most out of swipe up

• Use video. Video is engaging and can be used in a variety of ways, from giving users a behind-the-scenes look at your business to featuring an influencer using or endorsing your product. Plus, using video in your Instagram Stories gives you more time to capture your audience’s attention. While photos in Instagram Stories appear for seven seconds, a video can last for up to 15 seconds.
• Make the first few seconds count. Brands lose 20% of their audience during the second frame of a Story, so take steps to capture users’ interest and keep them from clicking away. Experiment with imagery, text, stickers, and special features, such as Instagram polls.
• Add a Showroom link to your swipe up. Showroom links are perfect for Story swipe ups because you can link shoppers directly to the exact products they see in your Story, as well as related products they might like. It’s made especially easy while scheduling Stories, as there’s a prompt to “Add Showroom Link” while scheduling.
• Use concise messaging. Stories are visually focused and last for only a few seconds, so avoid text-heavy posts. Instead, use copy that’s brief and gets straight to the point.
• Have a strong call to action. Make the swipe-up option more obvious to users with text or stickers instructing them to “swipe up” or “shop now.”

• Feature influencers and influencer-generated content. Amplify your social marketing efforts by incorporating influencers and the content they create in your Instagram Stories. Influencers are especially beneficial when it comes to selling on social. In fact, 26% of consumers said a micro-influencer — those with between 1,000 and 100,000 followers — helped them discover a product in the last three months, according to a Curalate survey.
• Don’t use Stories only for selling. Your followers are clearly interested in your products, but if you’re constantly selling to them, they may decide to unfollow. Users don’t follow your brand just to shop. They want to engage with the brand and the people and influencers behind it, so use Instagram Stories to entertain, share news and updates, promote events, and give users a behind-the-scenes look at your brand.

Driving traffic with product stickers

But you don’t have to use swipe up to send traffic to your store, thanks to Instagram stickers. Brands can use stickers to tag products just like in regular Instagram posts, so users no longer have to swipe up to visit the specific URL.

For example, in River Island’s Instagram Story below, users simply have to click on the “chain front slouch bag” product sticker to view — and purchase — the product directly from Instagram.

Bonus: Brands with fewer than 10,000 Instagram followers can use product stickers, too!

What’s best for driving traffic from Instagram?

What may be the best option for you might not be best for someone else. Before developing your next Instagram strategy, answer the following questions to help pinpoint which tactic to focus on.

How many followers do you have?

If you’re not a verified user or a business account with at least 10,000 followers, Instagram’s swipe-up feature for Stories isn’t available to you, so you’ll have to rely on link in bio or the use of product stickers in your Stories.

Do you sell physical products?

If you’re an e-commerce brand using Instagram to market and sell products, you can utilize Instagram’s shoppable product stickers regardless of the number of followers you have. As long as you have a business profile connected to a Facebook product catalog, you can use these stickers in Stories to link users directly to items.

Are you getting the most out of your link in bio?

While Instagram accounts of any size can use the clickable link in bio, there are ways to expand this link’s reach. Tools like Linktree can be helpful because they allow you to link to a variety of URLs, making it relatively simple to direct users to your link in bio, then letting them select the link they’d like to follow.

However, for e-commerce brands, getting the most out of this link means their Instagram feed needs to be shoppable, and this requires a tool like Like2Buy. As illustrated by Forever 21’s success, Like2Buy is ideal for driving both traffic and sales directly from Instagram.

Experiment, test, and learn from analytics

Every brand’s Instagram audience is unique, so it’s a good idea to experiment with swipe up and link in bio. Try different tools and marketing methods to see what performs best for you, and delve into Instagram metrics to determine exactly where your traffic is coming from. This will enable you to reach your target audience better, post more engaging content, and develop a more effective Instagram strategy.

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The social media marketer’s guide to Instagram analytics

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What is experiential marketing?

Experiential marketing is a marketing strategy that engages consumers through participatory experiences. Shoppers are looking for brands and retailers to offer enhanced rewards programs, gamification, augmented reality (AR), virtual reality (VR), NFTs, and the chance to shop in the metaverse one day. They want an experience that’s unique, memorable, personalized, and most of all, positive. 

To understand what online consumers are looking for when it comes to experiential marketing, we surveyed over 10,000 global shoppers. And 93% of them say a positive shopping experience is important to them, and 98% say they’d shop based on experience over price.

We asked what brands can do to deliver the positive experiences that they crave. Here’s the current top experiential marketing trends to watch out for based on what they said. 

Add gaming elements to online and in-store shopping

Games like Wordle and Candy Crush are popular for a reason. They grab players’ attention, give them bragging rights when they win, and keep them coming back. 70% of shoppers want gaming elements incorporated into their online shopping sessions — and, they’d like to see gaming with in-store and in-app shopping, too. 

Gamification marketing can include things like racking up points, earning badges, or progressing to different levels. Using visuals like leaderboards, progress bars, or countdowns gives shoppers an exciting visual to keep up with how they’re doing. 

Half of shoppers want gaming features to unlock a discount. Others want to join brand- or product-related communities. Adding gaming features brings a wealth of benefits: 

• 72% of consumers spend longer on apps or websites if they receive points that translate to discounts
• 77% will submit user-generated content (UGC), such as a review or photo or video of them using the product, to earn a reward 

Starbucks’ cup-flip game encouraged shoppers to share their results on social media and awarded winners with in-store vouchers. The campaign led to 30-second dwell time, 90% engagement, 60-second engagement per user, and exceeded its voucher download target by a massive 110%.

Incorporate live shopping, AR, and VR

Experiential marketing is so critical because a main takeaway from our survey is that shoppers want you to take online shopping experiences to the next level. In a separate survey Bazaarvoice recently undertook, we found:

And when we shift back to this survey, we see these are clearly still hot topics. Livestream shopping for example is something shoppers are especially excited about. Live shopping sales are predicted to account for about 20% of all e-commerce by 2026, according to McKinsey. 

VR, AR, and the metaverse (more on that later) are other online shopping experiences consumers are looking forward to. But 59% of shoppers want AR and VR in physical stores, too. Over a third of shoppers have already used AR and VR while shopping: 

• 39% have used virtual furniture tools
• 32% have used virtual fitting rooms
• 26% have used virtual makeup tools

Shoppers are more likely to purchase clothing, electronics, and health and beauty products via AR and VR. They’re accessing the tools most often via their smartphones (63%), laptops (52%), and tablets (41%). And they want to use the technology on social media too, so they can: 

• Unlock rewards (65%)
• Shop live (46%)
• Try on products with AR/VR (38%)

Sephora is one brand that has already found success with AR through its Virtual Artist tool that lets shoppers find the perfect eyeshadow shade. The mobile app uses AR and facial recognition to enable shoppers to compare products and try them on before purchasing. 

Tap into the NFT trend 

You’ve surely seen the popular Bored Ape Yacht Club non-fungible tokens, or NFTs. McKinsey predicts that NFTs will become mainstream for fashion brands and retailers in the coming year. 

Shoppers are paying attention to NFTs, too. 59% of consumers know what an NFT is and 22% kind of know what one is, our survey found. Admittedly not the most reassuring responses. But nearly half of shoppers do plan to buy an NFT in the next year and 27% plan to buy one at some point. So it’s worth paying attention. 

Some major brands, like Nike and Gucci, are already jumping on the NFT trend. Finding ways to incorporate the digital assets into your shopping experiences will help your brand stand out and build a following of loyal shoppers among NFT enthusiasts. 

Move into the metaverse

Everyone has heard of the metaverse, but only about half of consumers say they truly understand it. Still, it threatens to become the ultimate experiential marketing tool because it offers opportunities for brands to connect with shoppers on a deeper level. Shoppers have big hopes for the metaverse, and plan to use it to:

• Try a new experience (53%)
• Discover new products (45%)
• Have greater personalization in shopping (70%)

Many shoppers think the metaverse won’t be widely used for at least three years, though. When it does become more mainstream, nearly 40% think they’ll spend about the same amount of time shopping in the metaverse as shopping online or in stores. 

Several brands are snapping up space in the metaverse already. P&G’s BeautySphere is a metaverse world where consumers can enjoy games, panel discussions, and live content. The world emphasizes responsible beauty, and visitors can complete an Herbal Essences program to plant real trees. 

Despite the excitement, shoppers have a few concerns about the metaverse, which you should keep in mind as you develop strategies for the virtual world. Specifically, they worry about the safety of their personal data. They’re also concerned about not understanding how to use it, how to return metaverse purchases, or that they’ll be able to try things out in the world. 

Use rewards programs to deepen relationships 

Rewards programs aren’t new, of course — 69% of shoppers have participated in a brand or retailer’s rewards program. But they’re an effective tool to engage shoppers on a personal level. 66% of consumers say “great personalization” in shopping interests them. 

Here’s what shoppers say most encourages them to join a rewards program: 

• Discounts (64%) 
• Free samples (58%)
• Early access to sales or new products (47%) 
• Their love for the products or services (41%)

65% of shoppers are more likely to buy something if they can participate in a rewards program. And, 80% have spent more money — as much as $30 — than planned to unlock a reward. 

Most shoppers are likely to create an account to participate in a rewards program. Many are also aware of the ability to watch an ad, refer friends or family, or sign up for a newsletter to unlock a discount. Yet, only about 30% to 40% of shoppers have actually tried these things. 

Expand ratings and reviews with shopping innovations

Gamification and experiential marketing are amazing tools for growing your review count. Reviews are still one of the strongest motivators for shoppers to purchase. 

Our survey found that 40% of shoppers think ratings and reviews are the most important factor in helping them decide what to buy. Shoppers are especially excited about leaving a review when asked by a brand and offered something in return: 

• 56% leave reviews if they’re entered into a sweepstakes 
• 40% leave reviews after receiving an email from a brand or retailer after a purchase
• 37% leave reviews if the review will be included on a brand website or in a marketing campaign

Experiment with your experiential marketing strategy

Online shopping is ubiquitous. So, you need to take action to keep wooing these shoppers into the future. Launching an experiential marketing strategy is how you do it.

Because the key takeaway is that shoppers want online (and in-store) shopping experiences enhanced with new technology. Gamification, AR, VR, NFTs, and the metaverse — there’s multiple ways to do it. Some will work better than others. But until you get started, you’re not going to know. 

This is just the beginning. Check out our full research report below to discover more.

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Shopper Preference Report

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Want more consumer and industry trends, data, and insights? Check out our Research page. 

The value of social proof is supported both by science and measurable social data. It’s particularly valuable because it helps brands grow by marketing their products to a broader and more trusting audience.

Chapters:

1. What is social proof?
2. Different types of social proof
3. The power of social proof
4. Social proof examples
5. The secret to social proof

What is social proof?

Social proof is a marketing tool that relies on the psychological phenomenon of persuasion. Social scientist Robert Cialdini wrote a book on this phenomenon called Influence: The Psychology of Persuasion.

In said book, he states: “We view a behavior as more correct in a given situation to the degree that we see others performing it.”

In other words, people imitate the actions of others in order to be accepted in different social situations. Let’s say you’re at a nightclub for the first time and didn’t know how to act, you probably looked around and did what everyone else was doing to avoid embarrassing yourself. For me that was drinking too much and throwing up in the corner. Social proof works like that.

Different types of social proof

Social proof marketing comes in many forms. Some rely on experts, data, or fame (e.g., celebrity or influencer endorsements). Often, it relies on the wisdom of the crowd — the word of mouth and user-generated content (UGC) of everyday customers.

Here’s a comprehensive list of the different types of social proof you can incorporate into your marketing campaigns.

• Experts. Endorsement from an industry expert or respected professional.
• Trust icons. Stamp of approval, typically in the form of a logo, from another company.
• Credentials or certifications. Proof of professional expertise, completion of a degree, or membership in a respected organization.
• Data. Using statistics, facts, and numbers to gain trust.
• Case studies. A long-form piece of content (usually a blog or white paper) that shares a customer success story in a detailed and replicable way.
• Celebrity endorsement. A famous person or public figure uses their social influence to share your brand with a larger audience.
• Influencer marketing. Approval from someone who has a large following on social media platforms like Instagram and Twitter.
• Affiliate partnerships. Content creators, bloggers, and influencers link to your product in a neutral or positive way and receive a commission every time that link generates a sale.
• Earned media. PR, backlinks, “as seen in” mentions, etc.
• Testimonials. Customers, employees, and partners share how and why the product worked for them. Most commonly, this is customer reviews.
• User ratings. Shows how much a customer liked or disliked a product, usually on a 1-5 star scale.
• Referrals. A customer directly recommends a product or brand to someone they know, usually in the form of a custom link.
• Social shares. Customers post reviews and photos, engage with your brand’s social media profiles, or share your social posts with potential customers on their social networks.

The power of social proof

Today, social proof is one of the most valuable tools in an online marketing strategy. The digital marketing space is oversaturated, and distrust in marketing and media is on the rise — especially among Gen Z. Social proof helps to mitigate this climb by improving a brand’s trustworthiness and authority while also boosting its conversion rates.

Social proof also helps brands scale their marketing. According to Nielsen, the effectiveness of traditional digital advertising is waning, especially in North America and Europe:

• 66% of North Americans take no action based on mobile ads
• 55% take no action based on banner ads

But social proof gives brands the ability to market with authenticity and trust, which will reach more people and motivate more actions than digital ads

It also helps you learn more about what your customers want and how to improve your product accordingly. For example, when KidKraft leveraged reviews and other UGC, it was able to observe an important trend. Customers were DIYing a playhouse with a white, more modern look.

Recognizing the opportunity, KidKraft released its own modern white playhouse that customers loved.

Read our case study to learn more about KidKraft’s successful partnership with Bazaarvoice.

Social proof has a very important side benefit: search engine optimization (SEO). Once you build trust, gain authority, add backlinks from experts, and integrate descriptive product reviews from happy customers — all these things will help your site rank better in organic search, which will naturally attract new customers and influence their purchasing decisions.

Social proof examples to get you started

Social proof can be a powerful tool. Below are examples of how 11 different brands use social proof to gain trust with their audience.

Feature trust icons

Make trust icons the first thing a prospective customer sees. Branch Furniture posts trust icons directly below the hero image on the home page.

Branch also posts trust icons on the About Us page.

In combination, trust icons and curated quotes from testimonials can also help tell your brand’s story. For example, Nothing New placed both in a carousel on their homepage.

Take advantage of earned media mentions

Always add quotes and icons from earned media mentions to the home page and link to them on your own press page for added SEO benefits.

You should also display “as seen in” earned media in mentions. If your business was featured in the local newspaper or the New York Times, advertise that!

Being mentioned like Soulvation was by Forbes also gets your brand’s name in front of larger audiences. Show your logo, like Soulvation does, and, if possible, what was said about you, like Beyond Yoga.

Beyond Yoga includes quotes as well as logos from media reviews that resonate with their target audience.

Publish testimonials on your website

Publish reviews on your home page, about us page, and product pages. For example, Branch Furniture added social proof in the form of customer testimonials to their home page and on a separate reviews page to diversify their brand’s content and create a sense of FOMO.

Beyond Yoga also includes quotes and star ratings from actual customers on its home page.

To find testimonials, check online review sites like Trustpilot, Google, Amazon, or Yelp. Send out follow-up surveys to customers who just completed a purchase, asking them about their experience with your company.

You can also send these surveys weekly or monthly — just be sure to include an option to keep responses anonymous. Remember to ask permission before using, and only use first names and initials to maintain your customers’ privacy.

Amplify UGC

Monitor social channels for organic UGC that you can repurpose and amplify on landing pages, in emails, or share on your other social profiles, like Beyond Yoga does.

These customers posted photos of themselves on Instagram wearing Beyond Yoga apparel and tagged the brand in their posts. Beyond Yoga commented with hearts on the posts and shared them as a compilation on their Twitter page, giving credit to the original creators (remember to ask permission before replicating this strategy).

Share reviews on social media

You can also include testimonials in boosted Facebook posts, as Branch does.

While most people don’t trust social ads, they can reach a lot of people quickly. Capitalize on this tendency by displaying reviews in boosted social posts. For example, Silk + Sonder combined its ad strategy with social proof for greater impact.

This combo creates more credibility for the ad and faster reach for the social impact.

Include photos of reviewers

Including testimonials and reviews with real photos brings a human face to your brand while supporting the product’s effectiveness.

Fender also publishes quotes from user reviews, along with real photos.

Brands can reach out to reviewers and request their photos in exchange for an incentive like swag, social shares, or discounts. Photos of real people above their quotes further demonstrate the legitimacy of the reviews.

Partner up and publish case studies

Ask collaborators and partners to post a case study as a sponsored Facebook ad and ask them to tag you, like Lucy & Co. did with Branch.

This type of partnership is common in the SaaS industry (our own case studies page is an obvious example), and it works well in e-commerce, too.

Show your brand’s impact with data

Additionally, you should collect and publish compelling company data that tells a story about your brand. Sprinkle data and facts throughout the content on your About Us page to help tell your brand’s story and show its impact, like Nothing New does.

Use numbers like you would icons to catch the reader’s eye and help them move through the page.

Looking at the posted data in the above example, it’s obvious that Nothing New values the environment, which could be enough incentive for new customers who align with those values to make a purchase.

Another example is using data to show your company values diversity, the way Beyond Yoga does on its home page.

Showing that 85% of employees are women helps to establish trust with their target audience — women.

Brands can also use data to frame (or reframe) themselves in a positive light. HelloFresh does this on its impact page as a way to show an altruistic purpose.

Getting specific about the amount of food they donated makes trusting — and buying from — the brand easier.

Show why your brand is superior using data

You can also incorporate data on your home page to explain why your brand is better than competitors. Take Branch as an example.

From this data, they link to the “About Us” page to explain in more detail.

For early-stage brands, data is especially helpful to form a foundation of trust that will increase customer confidence to buy.

Create FOMO with impressive numbers

Data isn’t just about telling your brand story. It’s also an effective way to generate a little FOMO. For example, Fender displays social proof numbers on its Play app page.

Stating that it’s given over 55 million lessons with a 4.8 app store rating suggests to readers that if they haven’t heard of Fender Play, they’re missing out.

Share your awards on social

Add awards and credentials along with earned media mentions to sponsored Facebook ads, like Uplift Desk has done.

You can also tag or bold the awarder, as Full Focus did with Forbes, to draw the audience’s eyes toward that social proof.

Sharing awards and credentials on social media increase your brand’s visibility, which compounds the positive effect of social proof.

Celebrate your awards on your website

You can also publish your awards on your landing pages, as Soulvation did with their 2021 award as one of Colorado’s companies to watch.

Papa John’s takes full advantage of its awards like “Best Pizza.” In fact, it’s dedicated an entire section of its About Us page to awards and recognition.

Publish certificates and credentials on your website

Awards aren’t the only thing you should brag about. Bring forward any certifications that may impress or reassure potential customers. For example, on its About Us page, Beyond Yoga publishes its Bluesign certification along with the specific number of plastic bottles used to produce each legging.

In a different vein, Soulvation displays its SSL security verification on each product page to encourage purchases.

Even if you haven’t won any awards, it’s easy to display a security certificate to show customers that shopping on your site is safe.

Use influencer content

Feature influencer content on your homepage, especially if your customers already love them. For example, Nothing New repurposes influencer content on their homepage, with the influencers’ handles and links to shop on the product pages.

By featuring influencers on the homepage, influencers gain greater reach and the potential to grow their audience. It also helps your brand. Through branded hashtags, people won’t just be flocking to the influencer. They’ll be flocking to you, too.

Encourage influencers to share discounts on social

You should encourage influencers to create engaging content about your product or brand and share it on their Instagram profiles — along with a special promo code or discount. For example, HelloFresh partners with influencers like @walkinginmemphisinhighheels, who offered a special promotion of 16 free HelloFresh meals if they shop using her link.

Beyond Yoga is another great example. It partners with influencers and bloggers like Melissa Sonico, who offered 15% off to her followers who became Beyond Yoga customers.

Because @melissasonico has an online shop (along with 77.9k Instagram followers), she was able to spread the word about Beyond Yoga’s Mommy and Me capsule to a motivated and niche audience.

Share influencer-created content on your brand’s social profile

Partner with more than one influencer to create consistent content and share it on your brand’s social profiles. Fender partners with artists like Charlie Bereal to share videos of guitar-playing tips on Instagram.

These partnerships help to solidify a trusting relationship with the influencer and their audience, which has a cascading effect on all social platforms. Bereal’s social media accounts are full of photos and videos tagged with #fender.

Leverage celebrity approval on social media

Advertising your partnership with celebrities can bring your brand in front of their massive audiences. For example, Beyond Yoga received great visibility from celebrities like Kendall Jenner who wear the clothing brand. And Papa John’s published a video on Twitter with pro ball players Joc Pederson and Dansby Swanson.

Due to this partnership, fans and followers of Pederson and Swanson will be more interested in eating Papa John’s pizza because doing so will make them feel a stronger connection to these celebrities.

Respond to reviews

Most brands don’t have a problem displaying star reviews. But don’t forget to respond to both negative and positive reviews, like Soulvation.

In many ways, reviews speak for themselves. To show the most authenticity and transparency to your audience, your brand needs to jump into the conversation, too. This gives you the opportunity to address a given issue and show you care about your customers enough to improve your product or customer service.

Papa John’s social media game is strong, too. Its post about early access to Pepperoni-Stuffed Crust pizza created an opportunity for fans to share the news 33 times.

This post earned 157 comments, which the Papa John’s team responded to, showing their commitment to a great customer experience.

If someone is gushing about your brand or their latest purchase, send them a reply and join in with their celebration. This will facilitate a greater connection between you and that customer, not to mention anyone reading your reply.

Include a “trending” section

By leveraging user ratings and customer referrals, you can create a specific section on your product page for trending or popular items, like streaming giant Netflix does.

Netflix utilizes this technique by displaying both its “Trending Now” feature and its “New & Popular” ranking list. This strategy creates an aura of curiosity for the viewers, who’ll want to be “in the know” and find out why everyone else is watching a certain show or movie.

E-commerce brands can imitate this strategy by featuring products that have a high user rating, motivating people to buy something others are raving about.

Create a co-branded product

Another effective way to show your social proof is to partner with a complementary brand to launch a co-branded product, like the Wrangler x Fender accessory line, and feature that brand’s logo on your site as a signal of trust.

The partnership between Fender and Wrangler works because both brands appeal to a similar audience and share a “history of authentic connections with award-winning players.” In other words, each brand is recognizable to the other’s audience, and their partnership equates to a co-endorsement.

The secret to social proof

Now that you know what social proof is, why it’s important, and how best to implement it, you’re ready to start leveraging it yourself. The secret to getting started: UGC

Our guide to UGC below includes valuable shopping behavioral statistics, tips on how to promote UGC across channels, the problems that come with friction, and how the shopping landscape has changed.. Start learning what you can do to keep up with the times.

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User-generated content for lean marketing teams

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