or videos published to social by consumers. They allow people to share their thoughts, feelings and WE ASKED: experiences, without being clouded by branded Which of the following things would make you more messaging. Seeing real products on real people adds likely to buy a retail product through a brand’s social media channels? authenticity and helps consumers envision those products in their own lives. That’s why an increasing 50% number of marketers tasked with feeding content to UGC like images from customers who social channels are sourcing and republishing UGC as previously bought the product part of their overall content strategy. 49% Easy payment system with information That UGC is impacting purchasing decisions. Half already saved (like Amazon Pay) of the consumers we surveyed said UGC would 39% make them more likely to buy an item through social. While brands are investing heavily in Recommendations of other products I’d like personalization and recommendations, UGC 36% actually ranked higher than those investments as Ability to buy directly through social media something that consumers want. Since bringing UGC to a commerce site is a relatively quick win as compared to personalization, the fact that UGC aligns with an experience that consumers desire KEY TAKEAWAY: Consumers trust UGC. It’s authentic, helps people envision suggests that commerce experiences can be products in their own lives and can be the catalyst that enhanced with low-hanging fruit. leads to a sale. 15 | Curalate Consumer Survey: Social Content is the New Storefront November 2017