Which do you trust more: content written by a marketer on a retailer’s website or a review written by a real consumer?
Let’s be honest. The most persuasive voice rarely emanates from a brand or a store. Consumer-generated content has become a vital tool to cut through the noise and connect with potential customers on a deeper level.
Whether it’s an honest review, a social media post or a shared photo, UGC wields the power to foster trust, showcase authenticity and nurture a sense of community.
Effectively harnessing this resource to elevate your digital presence and strengthen customer relationships can be challenging though. Not all UGC is created equal and if executed poorly, it can do more harm than good.
Savvy consumers can sniff out fake, manipulated content quickly, which can erode trust rather than build it. Ensuring your showcased UGC is genuine, aligns with your brand values and truly reflects the experiences of your customers is crucial.
While this requires careful curation and the willingness to address less-than-perfect feedback, the rewards — authentic engagement, deeper customer connections and long-term loyalty — are undeniable.
UGC defined — turning customer stories into brand strength
UGC refers to any content — reviews, social media posts, photos or videos — created by customers rather than by a marketer and/or brand. For furniture and mattress retailers, UGC is particularly valuable because it provides authentic, real-world experiences from people who have actually used your products.
In an industry where comfort, quality and customer satisfaction are subjective, UGC offers a genuine glimpse into the experiences of real consumers, making it a powerful tool for influencing future purchasing decisions.
If you’re worried you’ve overlooked this crucial resource, don’t panic — you may already have a wealth of UGC hiding within your social media channels. And if not, now is the perfect time to begin encouraging and cultivating UGC to help grow your business. Leveraging this content effectively can set your business apart and build the trust needed to turn potential customers into loyal advocates.
How to use UGC in your digital — and traditional — marketing
1. Feature (authentic) customer reviews on product pages
Customer reviews provide potential buyers with firsthand insights into the comfort and quality of your mattresses, offering the kind of social proof that’s crucial for high-consideration purchases.
Third-party tools like Yotpo and Bazaarvoice can help you collect reviews for display on your website and social media channels. Using a third-party resource not only streamlines the process but also enhances credibility, as these platforms require you to publish reviews in their entirety — no editing permitted.
While it’s essential to place these reviews on product pages, don’t stop there. Consider featuring a selection of standout reviews on your “About Us” page to further reinforce your store’s commitment to customer satisfaction.
Raymour & Flanigan goes a step further by featuring customer photos alongside professional images, adding a layer of authenticity that resonates with shoppers. Their unfiltered product reviews, complete with real-world photos, create a relatable experience that fosters trust.
By integrating customer voices throughout your site, you create a more compelling and trustworthy presence.
2. Leverage social media reviews beyond social media
Just as you collect reviews on your website, social media offers a rich opportunity to harvest UGC. Each time you sell a mattress, encourage your customers to leave a review on their preferred social media channel.
A simple request, accompanied by a thank you or a small incentive, can go a long way in generating authentic content. Remember, according to the FTC, incentives can be offered for a review but cannot be offered for a *positive* review only.
Once these reviews are posted, screenshot them and repurpose the content across multiple channels — your website, in newsletters and even in print marketing campaigns. This not only amplifies positive feedback but also creates consistent messaging across different mediums.
For inspiration, consider how Lululemon, the Canadian upscale athleisure brand, effectively leveraged social media to gather UGC. They asked followers and brand loyalists to share photos of themselves wearing Lululemon garments using the hashtag #thesweatlife.
This initiative resulted in a treasure trove of easily searchable UGC, which Lululemon repurposed across their marketing channels. The campaign didn’t just generate content — it also significantly expanded brand awareness and reach, as influencers and everyday customers alike promoted the brand on their own channels.
Encouraging your customers to share their experiences on social media will help you build a library of authentic content, turning satisfied customers into powerful advocates, extending your brand’s reach and credibility.
3. Incorporate UGC in email marketing campaigns
Including customer reviews, photos and testimonials in your email campaigns adds authenticity and relatability to your messages, building trust and driving engagement.
Consider creating a “Customer Spotlight” section in your newsletters, featuring standout reviews or customer photos. This approach recognizes and rewards loyal customers and provides valuable social proof to potential buyers considering purchasing your products.
By showcasing real experiences in your emails, you add a personal and genuine touch, which can lead to higher open rates and increased engagement.
Another effective strategy is to curate UGC around a specific theme, such as a seasonal promotion or a product launch, and incorporate it into a dedicated email campaign.
For instance, if you’re running a Thanksgiving Day sale, include customer photos with holiday décor or reviews that reference personal gratitude. Curate content from previous years or encourage recipients to submit their own reviews or photos for a chance to be featured. You’ll generate fresh UGC and deepen customer engagement by making them feel like an active part of your story.
In a world where trust is earned, not given, UGC can be your secret weapon. Whether it’s a heartfelt review, a shared photo, or a social media shoutout, UGC allows you to showcase your customer’s real-life experiences that will set your store apart from your competition.
The key is to curate and leverage this content thoughtfully, ensuring it aligns with your brand values and resonates with your audience. In doing so, you’ll not only boost trust but also drive growth — one genuine customer story at a time.
