Where Consumers Most Commonly Want to Find User-Generated Photos and Videos
Shoppers don’t want to look hard for user-generated visual content. The vast majority (84%) of consumers want to see photos and videos from other shoppers directly on product pages. Over half (54%) want to find this content on product category or search pages.
Consumers also want user-generated visual content incorporated into other marketing initiatives. For example, over half (51%) want to see photos or videos from other customers on social media. A quarter (25%) want to see this content in promotional emails.
Section Summary: Brands and retailers must make it easy for shoppers to find user-generated content.
The majority of shoppers seek out user-generated photos and videos. But they’re not willing to search long and hard for it.
Most want to find photos and videos from other shoppers right on the product page of the item they’re considering – as well as elsewhere on the website. Many also want to find user-generated imagery on social media and email promotions.
At a minimum, be sure to showcase photos and videos from shoppers on your product pages in a visual content gallery. In addition, look for other ways to infuse this imagery throughout your website and other marketing initiatives.
This research is taken from The Role and Impact of User-Generated Visual Content on Shopper Behavior, a survey completed by 15,870 US consumers during December 2023.
Check out the survey hub for further insights.
