62% of Folks Say Buyer Photographs Affect Buy Choices

62% of People Say Customer Photos Influence Purchase Decisions

A brand new report reveals user-generated content material, akin to images uploaded by prospects, performs a major function in buy selections.

eMarketer studies that 62% of customers say they’re extra doubtless to purchase a product if they’ll see buyer images and movies first.

Survey outcomes embody customers from the US, Canada, Australia, France, Germany, and the UK.

When requested why they search extra context a couple of product, like buyer images, they responded:

  • It might spotlight one thing that wasn’t apparent (24%)
  • Wish to see a product in motion earlier than they purchase (21%)
  • Really feel extra assured that the critiques are correct (17%)
  • It’s simpler to see the standard of a product (17%)
  • It’s simpler to see the dimensions/match or coloration of a product (11%)
  • It’s simpler to see the fabric of a product (7%)

62% of People Say Customer Photos Influence Purchase Decisions

The affect of user-generated content material is most prevalent on Fb. The survey discovered 26.4% of respondents stated Fb was a well-liked vacation spot for them to make purchases based mostly on buyer images.

Content material uploaded by prospects on Instagram and YouTube can be efficient at influencing purchases.

Some respondents stated user-generated content material on Pinterest, TikTok, and Snapchat helped to drive purchases.

Twitter got here in useless final amongst survey respondents, with few saying buyer images on Twitter influenced shopping for selections.

62% of People Say Customer Photos Influence Purchase Decisions

Jeremy Goldman, eMarketer principal analyst, predicts a giant pivot to extra user-generated content material this 12 months.


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Goldman states within the report:

“Shoppers are much less trusting of the mainstream media and slick company advertising and marketing, turning as an alternative to user-generated content material and influencers to search out their very own fact.”

Shoppers are receptive to user-generated content material, Goldman provides whereas describing it as “low-cost, simple, and fast” to create.

“Why would manufacturers spend extra money and time on large-scale productions when this feature exists, notably in a world the place content material have to be created and shifted rapidly?”

Consumer-Generated Content material on Web sites

The report from eMarketer focuses on the impression of buyer images on social media, however user-generated content material can be efficient on procuring web sites.

When you’ve got a web site that sells merchandise the place prospects can go away critiques, permitting them to add images with their evaluate can help future prospects with their buy choice.


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Along with probably driving extra gross sales, user-generated content material might be helpful to your web site’s web optimization.

Google’s John Mueller has stated user-generated content material is handled the identical as the primary content material on an online web page on the subject of search rankings. So encouraging buyer images can add extra alerts to a web page and even help with rating in picture search.

Train warning on the subject of publishing user-generated content material in your web site. Should you permit prospects to insert hyperlinks of their critiques, Google asks that you simply use the Rel UGC tag.

For extra on the advertising and marketing impression of user-generated content material, see our prime assets under:


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Supply: eMarketer

supply : searchenginejournal

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