How Can Amazon Sellers Get More UGC?

User-generated content (UGC) has become a powerful tool for driving sales and enhancing product credibility on Amazon. Whether it’s reviews, photos or social media shoutouts, UGC offers an authentic perspective that resonates with potential buyers. Our Influencers & Amazon 2024 report found that shoppers are 7.6 times more likely to make influencer-inspired product purchases on Amazon than on other websites. Let’s explore the various methods Amazon sellers can use to encourage more UGC, leading to greater customer engagement and a stronger brand presence.

The importance of user-generated content (UGC) for Amazon sellers

User-generated content is content created by customers rather than a brand itself. It’s the unfiltered feedback and experiences that real users share about a product. UGC can take many forms, from a simple star rating on Amazon to an in-depth video review or an Instagram post featuring the product in use. Because it’s created by everyday people, UGC resonates more with potential buyers, making it an influential factor in their purchasing decisions. Understanding UGC means recognizing its value as a genuine and persuasive form of content that can significantly impact a product’s or brand’s success.

In an online marketplace where trust is everything, UGC — like customer reviews, photos, and testimonials — acts as social proof that boosts product credibility. Shoppers look to the experiences of others to help them decide what to buy, making UGC a powerful way to drive conversions. Our Amazon report also found that 63% of weekly Amazon shoppers and 83% of influencers are likely to very likely to search on social media before making a purchase, making UGC important on both social media and the Amazon website. Plus, products with positive UGC tend to rank higher in Amazon’s search results, which means more visibility and more shoppers. For Amazon sellers, encouraging UGC can help be a strategy for long-term success and growth.

Types of UGC

UGC captures real-life experiences, opinions and feedback shared by users, helping build trust and authenticity around a product or service. It stands out because it comes directly from people who have actually used the product, making it more relatable to potential buyers. UGC includes:

• Customer reviews: Written feedback left by customers on product pages, usually including a star rating and detailed comments about their experience with the product or brand.
• Photos and videos: Visual content shared by customers, showcasing the product in use on social media or product review sections or websites.
• Social media posts: Content shared by users on platforms like Instagram, Facebook or TikTok, featuring the product with hashtags, mentions or product tags that link back to the brand.
• Testimonials: Personal stories or endorsements from customers, highlighting what they like about the product or service.
• Unboxing and review videos: Video content where customers showcase the process of receiving, unboxing, and using a product, offering a detailed look at what others can expect.
• Q&A contributions: Answers provided by customers to questions asked by potential buyers on product pages, offering insights and advice based on their own experience.

The role of UGC in boosting product credibility and sales

UGC provides authentic, real-world insights that potential buyers can trust. When customers share their honest experiences it creates a sense of transparency and reliability around the product. This social proof reassures new customers, making them more likely to purchase. Additionally, positive UGC can increase a product’s visibility on Amazon, as items with more reviews and higher engagement usually rank better in search results. This combination of increased trust and visibility ultimately leads to higher conversion rates and sales growth.

With millions of products on the platform, standing out can be challenging. UGC helps Amazon sellers differentiate their offerings by showcasing real customer experiences that resonate with potential buyers. Furthermore, UGC fosters community engagement, encouraging repeat purchases and long-term customer loyalty. 

How UGC impacts Amazon rankings

UGC significantly influences Amazon rankings, directly affecting a product’s visibility and sales potential. Amazon’s search algorithm considers the quantity and quality of reviews, ratings and other forms of UGC when determining how products appear in search results. Products with many positive reviews are more likely to rank higher, making them easier for potential buyers to discover. Additionally, UGC contributes to higher engagement rates, which Amazon considers when ranking products. The more interactions a product has — from reviews to Q&A contributions — the more credible it appears to Amazon’s algorithm. 

Strategies to encourage UGC for Amazon sellers

• Create a community around your product: Building a community of engaged customers is a powerful way to encourage UGC. By fostering a sense of belonging through social media groups or forums, you can inspire customers to share their experiences and contribute content.
• Encourage customers to leave reviews and ratings: Directly asking customers for reviews and ratings is an effective approach. Follow up after a purchase with a polite request for feedback, and consider offering incentives like discounts on future purchases to motivate them.
• Run contests or giveaways to incentivize UGC: Encourage customers to share photos or videos of themselves using your product for a chance to win a prize. This increases UGC and boosts brand awareness as participants share their entries with their social media platforms.
• Collaborate with creators: Partner with content creators to generate content about products at a lower cost than other marketing methods, especially when working with nano- or micro-influencers. You can also offer customers a discount or free products in exchange for UGC.
• Leverage social media to encourage UGC: Social media platforms are ideal for encouraging UGC. Engage with followers, repost their content, and create shareable challenges or prompts to motivate customers to create and share their own content.
• Use email marketing to request UGC from customers: Email marketing offers a direct way to request UGC. After a customer receives and uses your product, follow up with an email asking them to share their experience. Make it easy by including links or step-by-step instructions to increase participation.

How to use UGC effectively

To maximize the impact of UGC, it’s essential to integrate it strategically across various touchpoints in your marketing efforts.

Showcasing UGC on product pages

To effectively showcase UGC on your product pages, start by displaying customer-uploaded photos to provide potential buyers with real-life visuals of the product in use. Place the highly-rated reviews at the top of the page to build trust. Consider creating a UGC carousel, a scrolling section dedicated to showcasing customer photos, videos and quotes, to keep viewers engaged. Incorporate customer answers to commonly asked questions to offer additional insights and reinforce product value. Additionally, weave snippets from reviews or testimonials directly into your product descriptions to highlight key selling points and enhance credibility.

Using UGC in advertising and promotional materials

UGC can be a powerful asset in your advertising campaigns. Including authentic customer testimonials, photos and videos in your ads adds credibility and relatability, making them more persuasive. Whether on social media, display ads, or even video ads, showcasing UGC helps create a genuine connection with your audience, leading to higher engagement and conversion rates.

Integrating UGC in email marketing campaigns

UGC can significantly boost the effectiveness of your email marketing by adding a layer of authenticity and personalization that resonates with recipients. By incorporating customer reviews, photos, or testimonials into your email campaigns, you create messages that feel more genuine and relatable, which can lead to stronger engagement. For instance, if you’re promoting a new skincare product, a glowing review from a satisfied customer and a photo of their results can make the email more persuasive and credible.

Highlighting UGC in product recommendations or promotional emails makes the content more engaging and can increase click-through rates. When customers see real-life examples of how others have benefited from your products, they’re more likely to take action, whether making a purchase, exploring more products, or even leaving their reviews.

Successful UGC campaigns by Amazon sellers

Gain inspiration on how to gain UGC with these campaigns:

Bloom Nutrition UGC Campaign 

Bloom Nutrition, a wellness brand that offers products such as greens and pre-workout supplements, has effectively utilized UGC to enhance its presence on Amazon. The brand encourages customers to share their experiences through reviews, photos and videos on Amazon product pages and social media. Bloom Nutrition’s Amazon storefront prominently features customer testimonials and real-life usage images, creating a sense of community and authenticity around its products.

BlendJet UGC Campaign 

BlendJet, a company that produces portable blenders, has successfully leveraged UGC to enhance its brand visibility and customer engagement on Amazon. BlendJet encourages customers to share their experiences through reviews, photos and videos on Amazon and social media platforms. The brand also has a dedicated collaboration page inviting influencers and everyday customers to contribute content. This UGC is prominently featured on their Amazon storefront, which showcases real-life usage of their blenders.

Key takeaways from these campaigns

Both campaigns highlight several vital strategies and benefits that can be leveraged by Amazon sellers to enhance their brand visibility, credibility and sales. Both brands successfully utilized customer-generated content to build trust and engage their audiences. Bloom Nutrition’s emphasis on integrating authentic customer testimonials and images directly into their Amazon storefront provided potential buyers with valuable social proof, which is essential in driving conversions. This strategy boosted customer confidence and contributed to higher product rankings on Amazon. Similarly, BlendJet effectively combined UGC with influencer collaborations, creating a dynamic brand presence that resonated with a broader audience. Their focus on showcasing real-life product usage through customer photos and reviews increased engagement and strengthened the brand’s reputation, leading to sustained growth on the platform.

Common challenges in gathering UGC and how to overcome them

Generating UGC can be a powerful tool for Amazon sellers, but it comes with challenges. One of the most common issues is dealing with negative reviews or feedback, which can harm a brand’s reputation if handled incorrectly. Additionally, maintaining a steady stream of fresh UGC requires continuous effort and customer engagement. 

Dealing with negative reviews or feedback

Negative reviews are inevitable, but how a brand responds can make a significant difference. The key is to address negative feedback promptly and professionally, showing customers that you value their opinions and are committed to improving your products or services. Offering solutions, such as replacements, refunds, or apologies, can turn a dissatisfied customer into a loyal one. Additionally, negative reviews can be used constructively to identify areas of improvement, enhancing your product offerings in the long run.

Maintaining a steady stream of fresh UGC

Keeping a consistent flow of UGC requires ongoing engagement with your customer base. Regularly prompting customers to leave reviews or share photos and videos can help. This can be achieved through follow-up emails, social media campaigns, or loyalty programs that reward customers for their contributions. Running contests or giveaways is another effective way to encourage fresh UGC, as these can incentivize customers to actively participate and share their experiences with your products. Another option is to invite enthusiastic customers to a brand advocacy program that rewards them for submitting UGC regularly.

How IZEA can help overcome those issues 

UGC is a powerful tool for brands but managing it can be challenging. IZEA offers robust solutions through its Flex platform to help brands overcome these challenges. With features that streamline the contracting process, enhance content management and simplify rights clearance, IZEA Flex empowers brands to scale their UGC efforts efficiently. Additionally, IZEA’s Managed Services can take on the entire campaign for you to generate UGC at scale. In a recent campaign, we generated thousands of pieces of UGC within a couple of weeks. Get in touch with us to get started.