2023-12-12 11:11:30
- For the 5th edition of his study annualthe on thes tendances marketing, Skeepers reveals the 8 UGC strategies that will define the year future.
- Brands will in fact exploit UGC to to strenghten trust consumers, by offering them authentic experiences while stimulating engagement and conversion of marketing campaigns.
- 2024 goes then mark an important turning point in the world of UGC, where now consumers trust their peers more than traditional . Among the trends highlighted, AI and Machine Learning should play a leading role.
Skeepersspecialist in UGC (C(User-Generated Content)reveals the 8 2024 trends in the sector in the 5th edition of its annual study on marketing, entitled “How consumers are reshaping commerce – UGC Trends in 2024”.
At a time when traditional marketing is being called into question more than ever, Skeepers highlights the new dimension taken by UGC. Consumers now rely more on the experiences and opinions of their peers, and value their opinions regardless of the format: ratings, reviews, photos or videos, publications on social networks. They no longer want to be just buyers, but contributors with an opinion and a strong social and influential voice.
Indeed, according to one study of PMP Strategy and Skeepers conducted at the end of 2022 among 6,500 French consumers, 45% of them indicate that the recommendation of their online peers is the main influencing factor in their engagement with a brand, ahead of traditional media.
In its new report, Skeepers reveals the 8 UGC strategies essential to strengthen consumer confidence in brands in 2024. To do this, the group highlights:
1. The rise of UGC in video format
Video is unbeatable in terms of engagement. Its ability to captivate and establish a strong emotional connection with the audience makes it the absolutely preferred format. The prevalence of smartphones makes video consumption much easier. At the same time, short, live, interactive formats and VR/AR, on growing social networks, such as Instagram and TikTok, will make it possible to engage as many consumers as possible.
2. The key role of generative AI in analyzing customer feedback
AI will make this activity even more efficient and scalable than ever. Chatbots and AI-powered virtual assistants will personalize responses to consumers as much as possible, while processing them quickly and at scale. Above all, this technology makes it possible to understand consumer needs and behaviors in real time, and represents a competitive advantage not to be missed.
3. Authenticity of content: the new editorial Eldorado
To build customer loyalty, authenticity will be the key in 2024. A true pillar of trust, it makes it possible to build a sincere relationship with the consumer looking for behind-the-scenes understanding of the brand, user testimonials, and a real narrative around the brand. By integrating UGC into this authenticity strategy, brands can then create recognition around common values.
4. Internalization of teams specialized in UGC
Brands are now realizing the importance of having their own teams to manage, operate and promote UGC. As we enter 2024, the importance of these teams cannot be underestimated. To promote real-time interactions and assimilate content more quickly, the internalization of content is essential to manage all the diversity of UGC in a specific way.
5. archyde news optimization through UGC
Customers feel recognized and better represented by the UGC used in advertisements. They can identify more with this content than with images of models or shelves. The place of advertisements in the customer journey, on a product page or an abandoned cart reminder, makes all the difference when combined with UGC. Real social proof that reassures at the time of purchase.
6. Nano-influencers: the infallible partnership
Nano-influencers have an engagement rate of 7%, which is well beyond that of macro-influencers. Their small community provides more value because they are closer to their audience and tend to focus on specific niches, allowing brands to tap into a highly targeted and engaged audience. Partnerships of this type have unrivaled profitability potential.
7. Bet on the future with Live Shopping
Already a very popular format among Generation Z and Y shoppers, live shopping will continue to grow massively in the retail sector. This immersive experience, combined with the use of influencers for product presentation, promises instant gratification thanks to the possibility of purchasing live from the broadcast. This interactivity is at the heart of the needs of today’s consumers.
8. Unlock UGC Mastery in Web3 and the Metaverse
Web3 and the metaverse have given influencers incredible opportunities to create new content. For brands, the opportunity to regain control of their own content while immersing the consumer in a new environment opens up new monetization perspectives.
« We have arrived at a pivotal moment in the relationship between brands and consumers. The latter, which once seemed unshakable, today requires new perspectives and adjustments. It is therefore necessary for brands to take into account the latest developments, whether social or technological. Indeed, the success levers of yesterday are not those of tomorrow, and the solutions and practices in which we have always trusted must now be challenged.”
Angelica Reyes, CMO de Skeepers
Methodology
This study draws on the expertise of 12 international influencer marketing experts and their analysis of the current UGC market. We find among them: Jessica Mayoral (Digital Marketing and Social Media, Microsoft); Clémentine Saussier (Media strategy and brand manager, Linkedin); Enamul Hasan Jim (Startup culture consultant, Deloitte); Kiani Parvizi (Formula1 Content Creator); Pranav Rishi Sharma (Omnichannel Marketing Strategy Manager, ESPRIT); Nicholas White (Marketing Strategist, Ivy Worldwide); Natalia Marin (Editor-in-Chief, Reason Why); Itziar Tros (Co-founder, Kitlify); Miriam Collado (Marketing Director, KOMOBI); Thierry Aubert (CPO, Skeepers); Samantha Sickles (Head of Community, Skeepers); Kirthigan Vijeyakumar (Digital Transformation Expert, Hub Institute). Full study available ici.
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