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How to Encourage User-Generated Content in Your Marketplace

The Power of Reviews: How to Encourage User-Generated Content in Your Marketplace

Online retail has revolutionized the way consumers shop, offering a convenient and personalized experience. However, with so many options available, it can be challenging for retailers to stand out from the competition. That’s where user-generated content (UGC) comes in.

The rise of user-generated content (UGC) has transformed the way businesses interact with their customers. UGC is any form of content – such as product reviews, social media posts, images, and videos – created by customers about a brand, product, or service. In today’s fast-paced world, customer feedback has become essential to any e-commerce business. 

What is User-Generated Content?

User-Generated Content (UGC) refers to any form of content created by users or customers, such as reviews, social media posts, images, and videos, about a particular brand, product, or service. UGC has become increasingly important in the digital world as it allows businesses to engage with their customers and build trust and authenticity. UGC can be leveraged by businesses to create a sense of community around their brand, foster loyalty, and turn customers into brand advocates. UGC is an essential marketing tool for businesses in various industries to build a strong online presence and increase engagement with their customers.

Why is UGC Important for E-commerce?

The power of UGC lies in its ability to create trust and authenticity for your brand. When a customer writes a review or shares a post about your product, it gives other potential customers an insight into the quality of your product or service. This social proof is a powerful marketing tool that can significantly influence a customer’s purchase decision.

In fact, 92% of consumers trust UGC over traditional advertising, making it a powerful tool for e-commerce businesses looking to build trust and credibility with their customers.

UGC can also help businesses create a community around their brand, which fosters loyalty and repeat business. By featuring UGC on your website, social media channels, and other marketing materials, you can create a sense of belonging for your customers and turn them into brand advocates.

UGC has numerous benefits for online retailers, including:

Increased Engagement 

Consumers are more likely to engage with UGC than branded content, leading to higher click-through rates, longer time spent on site, and increased social media followers.

Improved SEO

UGC can improve search engine rankings by providing fresh and relevant content, increasing backlinks, and boosting social signals.

Higher Conversions

UGC can increase conversion rates by providing social proof, building trust, and showcasing products in a real-life context.

Types of UGC in E-commerce

There are several types of UGC that businesses can leverage to increase engagement and build brand trust.

Product Reviews

Product reviews are one of the most common types of UGC in e-commerce. Reviews allow customers to share their experiences with a particular product, and they can be an invaluable source of feedback for businesses. Positive reviews can increase sales, while negative reviews can help businesses identify and fix product issues.

Social Media Posts

Social media has become a popular platform for customers to share their experiences with brands. Customers sharing posts about your product or service can reach a broader audience and generate more brand awareness.

Images and Videos

Visual content is highly engaging, and customers often share images and videos of their experiences with a brand or product. Businesses can leverage this UGC by featuring it on their website and social media channels.

Best Practices for Using UGC in E-commerce

To leverage the power of UGC effectively, businesses must follow some best practices.

Encourage Reviews and Authenticity

One of the best ways to generate UGC is by encouraging customers to write reviews. Businesses can send follow-up emails after a purchase, offering incentives for leaving a review.

Consumers value authenticity in UGC, so it’s essential to encourage genuine and honest reviews, photos, and videos. Avoid incentivizing customers to provide positive reviews or offering too much guidance on what to say.


While UGC can be highly valuable, businesses must also moderate the content to ensure it aligns with their brand values. Moderation can help prevent spam and inappropriate content, ensuring that only high-quality UGC is featured.

Showcase UGC

Once you’ve collected UGC, make sure to showcase it prominently on your website and social media channels. This can include featuring UGC on product pages, creating a dedicated UGC gallery, or sharing UGC on social media.

Featuring UGC on your website can significantly impact your conversion rate. By displaying reviews and social media posts on your website, you can create social proof and build trust with potential customers.

The Power of Reviews

Make it Easy for Customers to Leave Reviews

The first step in encouraging customer reviews is to make it as easy as possible for them to do so. Make sure that your website is designed in such a way that customers can easily find the review section and leave their feedback. Have an obvious link to the review section on each product page, and make sure that the review process is streamlined and simple.

You should also consider offering customers incentives to leave reviews. While you don’t want to offer customers money for their reviews, you can offer them discounts or special offers for leaving their feedback. This will encourage more customers to leave reviews, and make it more likely that they’ll be positive ones. 

Make sure you also respond to customer reviews. Customers want to know that their opinions are being heard and that their feedback is valued. Responding to reviews, even if it’s just to thank them for their input, will make customers feel heard and appreciated and will encourage them to leave even more reviews in the future.

Encourage Positive Reviews

When it comes to user-generated content, it’s important to encourage positive reviews. Positive reviews not only make customers more likely to purchase from you, but they also help to build trust with potential customers.

You should make sure that you’re actively encouraging customers to leave positive reviews. You can do this by offering incentives for positive reviews, or by sending out post-purchase surveys to customers and asking them to leave a review if they’re satisfied with their purchase.

You should also make sure that you’re actively responding to negative reviews. Don’t ignore negative reviews – instead, use them as an opportunity to show customers that you care about their opinions and that you’re willing to work with them to make things right.

Monitor and Respond

It’s also important to monitor the user-generated content that’s being posted on your website. Make sure that you’re moderating reviews and removing any that are inappropriate or offensive. You should also make sure that you’re responding to reviews in a timely manner so that customers feel heard and valued.

By monitoring UGC, businesses can ensure that the content being generated is aligned with their brand values, does not contain anything inappropriate or misleading, and is in compliance with legal requirements. Additionally, monitoring UGC can provide valuable insights into customer behavior and preferences, helping businesses make data-driven decisions that drive growth.

How Cluster Can Help

User-generated content can be a powerful tool for any marketplace, as it helps to engage customers, builds trust, and provides valuable insights into customer preferences. Optimize the user experience. To book a meeting with us, use our contact form or send us an email at

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