6 Leveraging User-Generated Content to Influence Ecommerce Product Development
In an era where user-generated content (UGC) can make or break your ecommerce strategy, understanding how to harness its power is essential. Insights from an Assistant Manager Digital Marketing and a Founder & Community Manager reveal the secrets to leveraging UGC effectively. Discover how to leverage UGC for product decisions and learn how to shape strategies with UGC insights through the perspectives of six industry experts. Uncover six unique insights from experts that can transform your product development and marketing approaches.
- Leverage UGC for Product Decisions
- Spot Trends with TikTok UGC
- Analyze UGC for Authentic Insights
- Refine Features Using UGC Insights
- Engage Community Through UGC Campaigns
- Shape Strategies with UGC Insights
Leverage UGC for Product Decisions
I leverage user-generated content (UGC) by paying attention to customer reviews, social media posts, and photos people share using our products. For example, I noticed a lot of customers posting pictures of our yoga mats with specific colors and designs that weren't part of our initial product range. Based on that feedback, we decided to create a new color option and promoted it through social media, featuring real customers' posts. This not only showed we were listening to our audience but also helped boost sales by offering what people were asking for. UGC really helps me stay connected to what customers want and shapes our product decisions.
Spot Trends with TikTok UGC
We use TikTok Shop's UGC to spot popular products with high engagement - it's a goldmine for finding what people are loving right now. If a product or trend is blowing up there, it's a good bet there's demand. Once we find a winner, we bring it over to Meta ads. TikTok gives us the spark, and Meta lets us scale it up. For example, a trending skincare tool on TikTok had thousands of likes and comments, so we ran Meta campaigns around it. The engagement and sales confirmed it was a hit across platforms!
Analyze UGC for Authentic Insights
User-generated content (UGC) is a valuable resource for eCommerce research as it provides authentic feedback and insights directly from customers. By analyzing UGC—such as reviews, social media posts, and customer photos—I can identify trends, preferences, and pain points that influence both product development and marketing strategies.
For example, we once noticed a surge in customer-generated videos showcasing how they personalized a product. This insight led us to incorporate more customization options into the product line. Additionally, we used UGC in marketing campaigns, highlighting real customer experiences and building trust with potential buyers. By leveraging UGC, we were able to refine our offerings and create more targeted, compelling marketing materials.
Refine Features Using UGC Insights
User-generated content has been a goldmine for improving products. Reading customer reviews and posts revealed insights I hadn't considered, helping me refine features and address real needs.
For example, one user mentioned juggling two tools for a task we could simplify. We turned that insight into an integrated feature, which quickly became a favorite among our users.
Engage Community Through UGC Campaigns
"We're so fortunate that our community is incredibly engaged. They are essential to our brand's success. Last season we ran the 'Comfy-Cozy Giveaway' to bring our customers together in a big way. The giveaway prize - a new living room setup and a year's supply of our candles valued at $3,000 - encouraged our customers to not only shop but share their experiences with Siblings on social media. By encouraging them to post about their purchases, we sparked a wave of user-generated content that fueled excitement and of course amplified our brand's reach. Not to mention it also deepened our community's sense of connection to one another.
Regarding how this wave of UGC creation influenced our product development; the reviews we received last year around our limited-edition scented candle, 'Winter,' were so positive we decided to reintroduce it this holiday season! We describe the scent as a warm blend of citrus and spice, designed to bring the cozy essence of winter indoors.
UGC insights can really help to guide a brand's product development, and we're so excited to allow our customers a chance to once again gift 'Winter' to their friends and family."
(https://siblings.co/products/limited-edition-winter-scent?srsltid=AfmBOoo5-adrCOb1bOKzWKMQpsbl0Tbwt3a_ZRjqL9DPcfNfoGg1Bytm)
Shape Strategies with UGC Insights
In SEO, UGC content platforms like Reddit and Facebook groups are gold mines for understanding what people are really talking about.
They give us a front-row seat to the questions, struggles, and wins potential customers have, which we use to shape content strategies.
For example, niche subreddits—like those in the beauty space—are amazing for getting unfiltered insights from everyday users.
That kind of information helps us create strategies that meet customers right where they are in their journey and target organic search in a way that actually resonates.
