How to Leverage UGC to Create Personalized Shopping Experiences

Every marketer knows how hard it is to capture consumers’ attention these days. To efficiently drive consumers down the funnel, you need to personalize their shopping experience — from your ads to your ecommerce site.

Recently, our CEO Anand Kishore and FERMÁT’s CEO Rishabh Jain hosted a fireside chat to discuss why user-generated content (UGC) is the key to creating shopping experiences that drive conversions.

Watch the webinar on demand or keep reading for a summary of the key takeaways. 

Relatability is the new authenticity. 

Consumers today are inundated with ads on a daily basis — but not every ad creates impact. To truly resonate with the modern consumer, brands need to be more relatable.

By partnering with creators, brands can activate individuals who can effectively communicate the value prop of your products in a way that is familiar and easy to understand. Whether you’re selling a health supplement or a beauty tool, creators can highlight how your products can solve a challenge they’re facing in their everyday lives, or how the product makes them feel. A viewer with similar interests can relate to the creator’s stories, and likely will be more inclined to purchase your products. 

At the end of the day, consumers want products that fit their needs. Tap into the power of creators to activate personalized storytelling, then repurpose their content into ads, hyper-targeting different audience segments with stories that are relatable to each of them.

By partnering with creators, you can unlock the 3 V’s of content necessary for personalization. 

Today’s consumers crave interaction and authenticity, and they’re turned off by content that is overly commercialized or lackluster. They don’t want to be bombarded with stale, studio-shot ads — they want to see content that is personalized to fit their needs and interests. 

Today, brands need to embrace the 3 V’s of content — volume, variance, and velocity — to drive impact. The good news is that by building partnerships with content creators, your brand can easily fulfill the 3 V’s of content.

Volume

When every consumer’s touchpoint must be personalized, that creates an enormous demand on the sheer volume of content required to sustain any brand’s marketing stack. The traditional content creation cycle can’t keep up. But because each creator acts as their own self-contained creative agency, brands have the opportunity to crank out massive amounts of content in a short amount of time.

Variance

A “one size fits all” narrative does not work. It’s now a requirement that a variety of perspectives and creative approaches are represented in advertisements and are all directed at the right audience, at the right time. Fortunately, for each unique audience, voice, and perspective, there is a creator who can help brands tell their story authentically. 

Velocity 

Content grows stale quickly, simply due to the amount of it being produced and shared each day. In order to work quickly and keep up with consumers’ thirst for fresh content, brands must scale their creator partnerships and leverage the talents of creators, who produce high-quality, relatable content on a daily basis. 

Creator content enables brands to build seamless shopping experiences, from first click to post purchase. 

When someone engages with your branded content — whether that’s on an influencer’s post or a paid ad — there’s an expectation that your brand’s commerce experience after that initial click will be continuous with the content they’re watching. 

FERMÁT has observed that brands make the most impact when their commerce experiences are continuous with their content, whether that’s by using similar imagery on your site, featuring the same people that are in your ads, or by integrating commerce tools that are embedded directly within the content. By doing so, the shopping experience not only has a seamless flow, but also continues to be personalized to each shopper. 

For example, Nood, the #1 at-home hair removal solution on the market, leveraged FERMÁT widgets in their affiliate articles to give eager shoppers a frictionless path to purchase and conversion. With widgets directly embedded into the affiliates’ content, audiences are able to effortlessly browse, add to cart, and complete checkout without ever clicking away from the article. By leveraging these tools, the Nood team saw a 20% lift in ROAS, 18% decrease in CAC, and a 2x boost in average ROAS. 

To learn more, watch the full webinar on demand. 

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