Did you know that placing user-generated content directly on product pages can improve conversions by up to 64%?
You’ve probably heard about the importance of user-generated content, such as photos and videos. If not, please first read about What is User-Generated Content and Why is it So Important.
So, let’s assume that you understand the importance of UGC by now, and you already know how to get it. So, what should you do with UGC when it comes to your Amazon business?
User Images in Product Images Section
It’s a well-known fact that listings with better images convert better. But what is not that obvious, but also a fact is that product images that include UGC will convert even better.
Amazon lets you upload up to 9 images, but only 6 or 7 photos will show (it depends on whether a video takes one space or not).
The Main Image is the master shot of your product, and it must be a very professional photo or a 3D render with white background.
We recommend including one or two Infographic Images or images with detailed information about your product.
After that, you should add a few Lifestyle Images. While most people will turn to professional photography, here is where we highly recommend experimenting with cheaper and yet more authentic and trustworthy UGC (85% of consumers say that visual UGC is more influential than branded content, according to AdWeek).
Note, if you have four slots for user-generated photos, it does not mean you can use only four pictures. You can combine multiple images in every place! See the example below:
User Videos in the Product Images Section
Did you know that User-generated videos on YouTube get 10 times more views than content created and uploaded by a brand? Do you still think you need to make professional videos for your Amazon Listing or… get some UGC?
Most Amazon sellers add a promotional video to the Product Images Section. You probably don’t know that you can upload multiple videos, which is often a neglected opportunity. You can upload both professional and user-generated videos to this section. Don’t get too shy; upload testimonials, unboxing, product demo, and other user-generated videos.
User Videos in the Product Videos Section
Just below the Product details section and above Customer questions & answers and Customer reviews, Amazon has an area for other product videos. Often this section has videos taken from reviews of your customers, but not everyone knows that you can also upload videos to this section, as long as they are unique and related to the product. This section is another important place where you should upload at least 5 UGC videos. If you don’t upload your own videos, Amazon will fill that section with the videos of competing products.
User Videos in Customer Questions & Answers
Yes! Most Amazon sellers don’t even know this. You can answer customer questions with videos. Why not create some user-generated videos that answer particular questions and use them to answer the questions. Customers expect other customers to answer the questions, and this is a perfect opportunity to promote your product even further.
User Pictures and Videos in Customer Reviews
Caution, it is against Amazon TOS to ask anyone to post a review in exchange for compensation. But if your users buy your products and leave video or picture reviews because they love your product, it will boost your sales and conversions.
User Pictures in EBC (A+ Content)
If you are brand-registered and have access to A+ Content, you can include an endless amount of different types of UGC directly to your EBC (A+ Content).
User Pictures in your Amazon Store
You can use UGC (both Pictures and Videos) when designing your Amazon Store.
UGC in Amazon Posts
Amazon Posts is a free service from Amazon, and should be part of every brand’s marketing and advertising strategy. Amazon Posts appear on the competitive product pages, related product feed, category feed, and brand feed.
Lifestyle photos from your users featuring your product are perfect content for these Instagram-like posts, and they are likely to attract potential customers’ attention and increase sales and exposure. You should post 2-3 images for every ASIN daily(!), and you can also schedule them. Many advanced sellers use Amazon Posts as their daily marketing strategy.
UGC in Video Ads
Customers are getting better and better at spotting and skipping commercial video ads. On the other hand, UGC videos grab attention as they are more authentic and made by real people. People don’t trust brands; they trust other people. UGC videos will cost you a fraction of a commercial video ad and give much better results!
Now that you are ready to dive in and improve your Amazon listings and conversions, go to Join Brands to get all the desired UGC on autopilot.