The younger generation (Millenials) was raised on social media, interactivity, and the latest-and-greatest technological advances. So when they consider making a purchase, they value user-generated content (UGC) as a primary source of information, according to a January 2012 survey from Bazaarvoice.
Millenials Trust UGC
Estimated to be the largest consumer group in U.S. history, Millenials currently make up about 25% of the population and currently spend in excess of $200 billion annually. With that kind of purchasing power, it’s important to know before they buy.
The survey found that they “tend to value user-generated content (UGC) more than other sources of information, including the opinions of friends and family.” In fact, more than eight in ten Millennials said UGC from strangers had “a lot” (25%) or “some” (59%) influence on what they buy.
Benefit of Using UGC
Taking advantage of this trend enables companies to:
- Increase user engagement. As consumers increasingly rely on social media to communicate, using UGC to allow them to voice their opinions, make connections, and hear what others have to say, creates a community centered around your product(s) and/or service(s).
- Market more effectively. For many people, a review from a complete stranger is more credible than a traditional marketing pitch. And knowing they can offer their insight offers a sense of transparency.
- Increase browsing time. Access to new and interesting opinions is more enjoyable and informative than standard marketing content. Therefore, visitors linger longer.
- Improve SEO. Using written UGC means fresh content regularly appears on your website with very little effort on your part.
Using UGC as a Call to Action
Knowing that Millenials place a lot of trust in the information they receive from user-generated content, you have an opportunity to engage your audience and call them to action. Whether you encourage them to follow you on Twitter, enter a contest, or share their own story, link your call to action to your UGC.
We can help. We make making video testimonials easy. Contact bubobox today and start exploring the next generation of online word-of-mouth.