Using UGC to Boost Trust and Sales This Holiday Season
With Black Friday and Cyber Monday (BFCM) just around the corner, now is the time to get your site ready to stand out. One of the most effective ways to increase conversions is to build social proof using User-Generated Content (UGC). Shoppers are more likely to trust real customer experiences, and displaying UGC on your site is a powerful way to showcase your products in an authentic light.
Not sure where to start? Here’s a simple strategy to build your UGC collection: ask your customers for it! A quick email to your subscribers with an offer of store credit can not only boost your UGC but also encourage repeat purchases, making it a win-win.
Why UGC is Essential for BFCM
User-Generated Content has a unique way of building trust. When customers see real people using and enjoying your handmade products, it creates a sense of authenticity and reliability that polished ads can’t quite match. For BFCM, this is especially important because the competition is fierce, and customers want to make sure they’re buying from a trustworthy source. Adding UGC to your site shows potential buyers that real customers love your products and that your brand is one they can trust.
How to Get More UGC Before BFCM
If you’re low on UGC or just want to boost your collection, here’s a simple plan you can implement right now:
Send an Email to Your Customers: Reach out to your email list with a short message explaining that you’re gathering customer photos and reviews for your site. Let them know that in exchange for sharing their experience, they’ll receive store credit.
Provide Clear Guidelines: To make sure you get high-quality UGC, give customers a few pointers. Ask them to snap a well-lit photo of the product, maybe styled or in use, and to include a short comment about why they love it.
Offer a Reward: Encourage participation by offering a small store credit. Not only does this incentivize customers to send in photos, but it also drives repeat purchases—meaning they’re more likely to return to your store and buy again.
Create a UGC Folder: Store all the UGC you receive in one place so you can access it easily for website updates, social media posts, and future marketing campaigns.
Example Message:
Hi [Customer’s Name],
We’re getting ready for BFCM, and we’d love to feature our amazing customers on our site.
If you share a photo of [Product Name] in action, we’ll send you a $10 store credit as a thank-you! Simply reply to this email with your picture and a few words about why you love it.
Looking forward to seeing your creativity!
x Your Brand
Tips for Using UGC on Your Site
Once you have a collection of UGC, here are some ways to incorporate it effectively:
Add Customer Photos to Product Pages: Seeing real people using your products on the product page itself makes it easier for new customers to picture the item in their own lives.
Showcase UGC in Social Media Posts and Ads: Share UGC on social media to create a sense of community and show potential buyers what to expect.
Feature Testimonials in Newsletters: Highlight these testimonials in your email campaigns to encourage others to join your happy customer base.
News from the Industry
Keeping up with industry trends can help spark fresh ideas for your own campaigns. Here are some updates:
Google Ads Introduces Page-Specific Assets for Performance Max Campaigns: This allows advertisers to tailor ads even more effectively for specific pages, creating a more streamlined customer experience.
E.l.f. Cosmetics Launches “Dupe That!” Campaign: This campaign challenges other brands to make positive changes in the industry, showing the impact of value-driven marketing.
eBay’s $1.2 Million Investment in Circular Fashion: eBay’s Circular Fashion Fund supports sustainable fashion initiatives, underscoring the growing importance of eco-conscious branding.
Ready to Boost Your Sales with UGC?
With BFCM approaching, it’s the perfect time to build trust and drive sales with UGC. Reach out to your customers, collect their authentic content, and share their experiences to create a powerful social proof that resonates. Remember, every photo and testimonial helps potential customers feel more confident, making them more likely to buy from your handmade business.
Have questions about using UGC or tips for BFCM prep? Let’s chat in the comments!
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