Social Proof That Moves the Needle: Your Guide to UGC Reviews and Testimonials
Whenever you leave a review on Yelp or Google or anytime you share a photo on social media of a new favorite product, you are creating UGC (user generated content). It is exactly what it sounds like—content created by a user, customer, client, or consumer. It can be organic or sponsored—if it’s sponsored though, make sure that is clear. Authenticity is paramount to maintaining trust with your audience.
Below, you’ll learn how to build trust and get the most value out of UGC reviews and testimonials. You’ll also learn how you can increase sales, strengthen your brand trust, and improve your brand’s credibility. Finally, you’ll explore top strategies for both soliciting and sharing reviews within your overall content strategy.
The Value of User Generated Content
UGC reviews and testimonials are gold for increasing your organization’s sales—they demonstrate trust (or distrust if it’s negative) in your brand from other users. According to the 2023 Edelman Trust Barometer, “59% of consumers are more likely to purchase new products when they trust the brand, even irrespective of price, and 67% are more likely to stay loyal to and advocate for a brand they trust.” Sharing reviews and testimonials builds trust with prospective and current consumers. Leveraging this brand trust can be pivotal for your organization’s credibility and success. Consumers are often willing to spend more on a product or service from a brand to which they feel loyal.
Build Credibility For Less with Reviews and Testimonials
Reviews and testimonials from everyday consumers are important for brand relatability and conversions. It’s one thing for consumers to read some features and benefits of your products or services on your website or other branded content; it’s another thing for them to read it from a regular consumer perspective. Generally, people trust other peers before they trust businesses.
Leveraging reviews and testimonials is not only business smart for credibility with consumers, but it’s also a very cost-effective marketing method. Soliciting reviews and testimonials is significantly cheaper than advertisements, influencer marketing, and event marketing.
The key is to solicit reviews and testimonials right after a consumer has had a positive experience. However, even negative reviews can provide credibility to your other positive reviews and even more importantly, it provides constructive feedback to improve your offerings.
Often, brands can create communities of like-minded consumers through social media groups, comment sections, or even by grouping content with hashtags. This increases engagement and brand loyalty.
Integrating Reviews and Testimonials: Guidelines for Maximum Results
Here’s the good news—you can start using reviews and testimonials today. Start by sharing any reviews or testimonials you have by simply integrating them into your content strategy. Share them across your social media channels, on your relevant website product or service pages, or landing pages.
Don’t have reviews or need more? Most consumers believe it is best practice to have at least 50 reviews to be considered credible. Set up a system where you reach out to consumers after they’ve had a reasonable amount of time to use your product or service. Depending on the type of business, you can ask for reviews in a variety of ways, including:
Email
Text
In-person conversation
Social media
Physical sign with a QR code or link
Website
Bottom of receipts
Note line of your invoices
You’ll have better reviews if you ask after they’ve had a positive encounter with your brand, like after an enjoyable event or a solution has been resolved. The amount of time you wait will vary depending on the product or service you provide. For example, in food services, a meal would necessitate a shorter time period so they don’t forget how their food tasted or how their dining experience was. A physical product or digital platform would require a longer time period before asking for a review so the user has enough time to experience it. If you mail your products, be sure the product has arrived and the buyer has had enough time to use it before requesting a review.
Make sure to follow up after your consumer has taken time out of his or her day to share a review. Whether the review is positive or negative, demonstrate your organization’s ability to listen and respectfully react. Your timely and thoughtful response could make or break your retention of that consumer and any others who read the engagement. Even if the response isn’t initially shared in public doesn't mean it won’t be shared publicly in the future. It’s not uncommon to see private email responses from businesses shared publicly on social media. Be sure every response is full of tact and respect.
UGC Implementation: Tips for Success
Now that you understand the value of UGC, it’s important to note that balance is everything. UGC can be overdone and if it is, your brand identity will start to dissolve. You want to use it consistently but not let it overtake your other shared content. Use UGC like herbs in a recipe. Just enough and it adds to the dish, whereas, too much can be overwhelming and ruin a perfectly good meal, or, in this case, content strategy. If all of your content is about your company, your prospective clients will wonder how well you can meet their needs and how much you care. Don’t let them wonder. Make it clear you care and you’re actively listening. An occasional rave review is helpful. Too often and your organization seems more concerned about itself than who it serves.
When you post content, aim to make approximately 80% of it educational and helpful to your prospective and current consumers. The other 20% can then be your organization’s promotional content, including your UGC. You’ll want to integrate it into your content so it supports your overall content strategy.
It’s important that you ask for permission to use the reviews, testimonials, and any identifying information before sharing them publicly. Do not edit the consumer content, unless it is something like typos, with their approval.
UGC reviews and testimonials can provide your business with high-converting content and increase brand loyalty when done properly.
Need more help? Get more content marketing support from the Comma Copywriter team. Schedule a free consultation with us today!
