The modern consumer values authenticity. For brands, this means that reviews and testimonials from existing customers are essential and can prove extremely effective at generating conversions and further sales.
In today’s content-driven world, there are various ways in which brands can harness the power of social media to market their products and services organically. By making use of user-generated content (UGC), businesses can convey a sense of reliability and legitimacy.
Instagram has begun testing a new system that will make it easier for brands to locate and utilise UGC on the platform.
When creating a new product listing, brands will be given the option to ‘Add User-Generated Content’. After clicking this option, businesses will then be shown a list of relevant UGC that they can then incorporate into their product listings.
As per Instagram: “When a user tags a brand in a post, that brand will have the ability to request permission to feature their products in that post.
“Users that tag your business will likely appreciate that your brand would like to feature its products in their content. It will also allow their content to surface on brand-owned spaces, such as the product’s PDP or your shop on Instagram.”
This will make it far easier for brands and creators to connect with one another. The feature will mean brands can more easily expand and develop their content strategy, using UGC rather than having to produce their own.
This is a more affordable approach and will allow brands to build trust among consumers, using UGC as confirmation of reliability and legitimacy which should see improved results.
The feature is currently being rolled out as part of a trial period and made available to select brands and businesses. If successful, we can expect to see it launched officially in the very near future.
