Today’s brands have started turning the spotlight away from themselves, and toward their loyal customers, employees and brand fans, letting the content those groups create fuel more and more of their marketing activities.
User-generated content (UGC) has been established as some of the most engaging content out there. People like it because it comes from real people, it’s authentic, it’s more relatable than polished branded content, the list goes on.
Increasingly, brands are capitalizing on this content strategy by featuring UGC in their social feeds, on their websites, in ads and emails.
Consider these statistics:
When you look at the rapidly growing world of online shopping, the lines have begun to blur between content and commerce. Online stores are increasingly feeding content from social media into their websites, as social media channels roll out advanced features for brands to create fully functioning eCommerce stores in-app.
While the competition in eCommerce is fiercer than ever, brands have ample freedom at this moment to experiment and discover what engages consumers the most.
And as online experiences evolve quickly, it’s an opportunity to try something new to stay ahead of competitors.
Enter shoppable content
The eCommerce brands that can provide the best, and most seamless path to purchase will inevitably be the ones that see the highest engagement and sales. This is why brands are looking to create purchasing opportunities wherever they…