62% of people say customer photos influence purchasing decisions

2021-02-23 09:04:40

New report shows user-generated content , like photos uploaded by customers, play an important role in purchasing decisions.

eMarketer reports that 62% of consumers say they are more likely to buy a product if they can. see customer photos and videos first.

Survey results include buyers from the United States, Canada, Australia, France, Germany and the United Kingdom -Used.

When asked why they are looking for additional context on a product, such as customer photos, they replied:

This mayhighlighting something that wasn't obvious (24%)
Like seeing a product in action before you buy (21%)
Trust it 'accuracy of reviews (17%)
It is easier to see the quality of a product (17%)
It is easier to see the size / fit or the color of a product (11%)
It is easier to see the material of a product (7%)

The influence of user-generated content is most prevalent on Facebook. Survey found that 26.4% of respondents said Facebook was a popular destination for them to make purchasess based on customers' photos.

Content uploaded by customers on Instagram and YouTube is also effective in influencing purchases.

Some respondents said user-generated content on Pinterest, TikTok, and Snapchat helped drive purchases.

Twitter came last among survey respondents, with few saying customer photos on Twitter influenced buying decisions.

Jeremy Goldman, Senior eMarketer Analyst, predicts a big pivot to more user-generated content this year.

Goldman states in the report:

Consumers are receptive to user-generated content, ”Goldman adds, describing it as“ cheap, easy and quick ”to create.

User Generated Content on Websites

The eMarketer report focuses on the impact of customer photos on social media, but the content user-generated can also be effective on shopping websites.

If you have a website that sells products that customers can leave reviews on, allowing them to upload photos with their review can help future customers with their buying decision.

In addition to potentially generating more sales, user-generated content can be beneficial for your website SEO.

John Mueller of Google said that the general contentd by user was treated in the same way as the main content of a web page when it comes to finding rankings. Therefore, encouraging customer photos can add more signals to a page and even help with image search ranking.

Be careful when posting user-generated content to your website. If you allow customers to insert links in their reviews, Google asks you to use the UGC Rel tag.

For more on the marketing impact of user-generated content, see our top resources below:

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