Feature people in branded content to win customers in the post-pandemic world

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 27, 2021, 5:00 PM UTC

Around 80% of customers say they would be more likely to purchase a product online if the website featured photos and videos from customers.

Studies show audiences are more likely to act when they see others doing the same. Additionally, the brand should keep in mind the three most crucial post-pandemic shifts in consumer shopping habits: authenticity, personalisation and the power of user-generated content (UGC).

Featuring customers in branded content and leveraging UGC can help brands effectively engage them and boost conversions. 79% of customers said UGC highly influences their purchase decision, while only 9% say influencer content does.

Both B2B and B2C companies should feature real people who have similar needs and interests to their target audience. Additionally, they should always capitalise on every content opportunity they get. For instance, they should utilise the thank-you or meeting conclusion page at the end of each Zoom meeting.

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