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Andy Mallinson Managing Director Stackla

Why UGC is the new word-of-mouth for consumer brands

Social posts, images and videos from real people, known user-generated content (UGC), is today’s word-of-mouth (WOM). 

WOM isn’t a new concept for marketers, but thanks to the advent of smartphones and social media apps like Instagram, it’s easier than ever for consumers to create and share beautiful content. In the past, WOM would be you suggesting your favourite beer to your friends at a bar. Today, it’s sharing an Instagram of you drinking a pint and tagging your favourite brand.  


This consumer-created content has become more influential with consumers than branded-created content. In fact, 92 percent of consumers trust earned media (like UGC) more than traditional advertising, and 81 percent of consumers’ purchasing decisions are influenced by social media posts.  

Modern marketers at leading retail and FMCG brands are harnessing user-generated content to catch consumers’ attention in an authentic way that drives engagement, trust and ultimately sales.



Amazfit Builds Brand Trust and Awareness with User-Generated Content

Although Huami, Amazfit’s parent company headquartered in Beijing, was recently named the number one wearable device company in the world, in the west they aren’t as well known. This was Amazfit’s biggest challenge: building a brand in a market where they’re unknown to consumers and are competing with established brands like Apple and Fitbit.

Amazfit understood that user-generated content is digital word-of-mouth and customers are often the most effective at establishing credibility and amplifying awareness for your brand.

Knowing this, Amazfit spotlighted their best UGC on their owned channels and encouraged people to share content – on a community page, homepage gallery and blog. By adding UGC to these webpages, consumers could explore how others were using their products in a way that’s inherently authentic and social. Amazfit was able to double pageviews, increase sales by 29 percent and grow their online audience by 7 percent by strategically incorporating UGC across their core customer touchpoints.

But Amazfit didn’t stop there. They also use UGC to drive loyalty and re-engage past customers Nearly every email newsletter Amazfit sends to their audience displays dynamic social content their customers are creating. They often incentivise customers via email to continue posting content by offering giveaways or discounts as a reward for sharing their stories. Since Amazfit starting using UGC in their emails, their click-through rates rose by an average of 8 percent.

Imagine what your consumer brand could achieve by displaying authentic social proof throughout your customer journey.