Asmita Gaikwad, content manager, Skeepers
The most awaited time of the year for retailers and consumers alike — Black Friday and Cyber Monday — is fast approaching. Both are now pivotal events in the retail world, marking the beginning of the holiday shopping frenzy.
User-generated content has emerged as a game-changer, shaping marketing strategies amid the sales rush. UGC encompasses reviews, photos, videos and social media posts made by consumers to bring a layer of authenticity and engagement that traditional advertising struggles to match.
UGC’s role in influencing consumer behavior is expanding and transforming how brands approach one of the busiest shopping periods of the year.
UGC provides the authenticity, relatability and engagement brands need during peak shopping seasons
The inherent value of UGC lies in its authenticity and the genuine experiences shared by users due to being created by consumers rather than brands. During Black Friday and Cyber Monday, when consumer skepticism is at its peak due to the bombardment of offers and ads, UGC stands out as a beacon of trust — increasing conversions by as much as 70%.
This authenticity and relatability are critical during such high-spend periods.
UGC helps to cut through the noise of generic marketing campaigns and significantly influences buying decisions, as shoppers see how products perform in real-world scenarios.
UGC also fosters a sense of community and engagement. When customers see that others are not just buying products but also actively sharing their experiences, it creates a ripple effect — more posts, more reviews, and ultimately, more engagement. This cycle amplifies the visibility of deals and offers, enhancing the overall credibility of the brands involved and making them more appealing during the competitive shopping days of Black Friday and Cyber Monday.
UGC restores consumer trust, encouraging interaction for increased conversion rates
Black Friday, Cyber Monday and other peak season sales present consumers with exclusive deals. They create a sense of urgency, suggesting the product might sell out due to the low price or that such a bargain may not come again. Either way, consumers are driven by mixed emotions and numerous options.
During peak sale seasons, consumer trust tends to be lower, but UGC effectively restores it. UGC provides these consumers with relief and brands with loyal customers.
When skepticism is high, UGC such as customer reviews, images and testimonials provide the assurance shoppers seek, serving as proof of satisfaction from other customers to reinforce trust and credibility for a brand.
Additionally, UGC naturally encourages more interaction than traditional marketing content.
For instance, campaigns integrating user reviews, photos and videos tend to see increased engagement metrics like time spent on site, comments and social shares. Gisou generated over 2,500 reviews on Sephora across six different markets, with Skeepers, claiming an increase in engagement rate and earned media value. The viral moments created by this content have significantly boosted Gisou’s brand recognition and product visibility.
During Black Friday and Cyber Monday, when engagement can translate directly into sales, incorporating UGC can make promotional materials more compelling and shareable. Real-life examples, such as a customer video demonstrating a product, can be particularly effective for capturing attention and fostering interaction.
This type of content also boosts conversion rates during holiday sales. Skeepers’ Impact Report indicates that UGC can increase conversion rates by up to 70%.
A product page featuring customer photos and reviews typically performs better than one without. This authentic feedback loop validates the product’s worth while minimizing the friction in the buying process, leading to higher sales volumes.
Brands incorporating UGC into their Black Friday and Cyber Monday sales campaigns can reap benefits leading to a substantial increase in consumer trust, engagement and conversion rates.
Incorporating UGC into BFCM strategies results in successful campaigns
Authenticity is the way to blend UGC with Black Friday and Cyber Monday campaigns. Embracing transparency and showing real people with real experiences will earn brands brownie points with customers.
Start with UGC on Instagram, Facebook and TikTok through organic and paid mediums to maximize Black Friday and Cyber Monday campaigns. Real customer testimonials and product reviews in posts will help create authenticity.
To engage viewers in real time, brands can highlight UGC in stories and live sessions. Additionally, they can encourage the audience to share their content with branded hashtags to increase visibility and drive traffic back to the brand’s sales channels.
Another use for UGC is to feature customer reviews and testimonials prominently in promotional emails — user-generated photos and stories are powerful visual elements that can enhance the appeal of offers.
Prominently displaying customer reviews and ratings on product pages helps build trust and reduce purchase hesitations. A dedicated UGC gallery on a brand’s homepage with UGC in banners or as part of interactive site elements can keep the user experience dynamic and engaging.
Implementing these strategies effectively can transform Black Friday and Cyber Monday campaigns, making them more relatable, trustworthy and successful.
With the holiday season approaching rapidly, now is the perfect time to start planning.
From enhancing trust and credibility to boosting engagement and conversion rates, UGC is a powerhouse tool that brings authenticity and relatability to any brand’s marketing efforts during critical shopping periods.
Harnessing the power of an audience’s voice maximizes the effectiveness of a brand’s campaigns. By encouraging customers to share their experiences, brands can use this content to influence others. Brands that proactively manage and promote UGC can significantly amplify their reach and impact.
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