UGC Squeezing Out The Classic Photoshoot

As consumers increasingly look to their peers for product advice and inspiration, scorning 'expert' reviews or traditional marketing campaigns, retailers are starting to adjust their marketing strategies and are swapping out uber stylized marketing campaigns adorned with professional models in favor of social media images of you and your friends endorsing and enjoying their brands.

Companies such as Urban Outfitters, Rebecca Minkoff, Under Armour, Beauty.com and Dessy.com are testing a platform from Curalate called Fanreel which helps the companies manage hashtagged photos across a variety of social media channels and post them on their e-commerce platforms.  Engagement rates appear to be quite high and spokespeople from companies including NastyGal and Dannijo have reported increaesed conversion rates from the publication of user-generated content; "our customers are six times more likely to purchase with the social pictures on our product pages" - Mary Mentz, e-commerce strategist for Dannijo.

While many of the brands increasing their use of USG target younger consumers in their teens and twenties, this too appears to be changing with companies like Mini Cooper recently redesigning their website to feature social-generated photos.

Source:  AdWeek, Retailers Are Increasingly Using Real People's Social Pics, Christopher Heine, September 15, 2013.  http://www.adweek.com/news/advertising-branding/retailers-are-increasingly-using-real-people-s-social-pics-152445