Evergreen Impact of UGC Content to Drive Commerce

As we approach the holiday season, brands and agency partners should be thinking about maximizing the digital presence on major retailers that sell their products. Why? Consumers spend a lot of time researching products, reading reviews, watching videos and looking for recommendations from people they trust on social media.

If you have created content with influencers or UGC creators for your products this year... and aren't thinking about how to repurpose this content and bring it in front of potential customers within the ecommerce ecosystem you are missing out. Repurposing UGC videos on Amazon is driving 13%+ conversion rates within our customer bases. That is additional earned retail media value to unlock.

Just four years ago, Amazon started testing with 3rd party video content on product pages. It was called 'related videos' and was in the basement of a product pages... we 10-20% of customers likely scrolled down to and engaged with the content. Thoughtfully, on Amazon's behalf, a low-risk piece of real estate on their pages to test the customer interaction and impact of this type of rich media content.

The results were impressive. My company, gen.video was lucky enough to be part of various weblabs with the video shopping team and saw strong signals that shoppers who were exposed (didn't even watch yet!) a video were converting more often. Yup! The presence along of influencer/UGC video was enough to give people more confidence to buy.

Today, the Related Videos placement is within the image block -- above the fold - and is driven by UGC and Influencer content. Why? Because customers want it! Amazon is a customer centric organization and they do things that are good for their customers (and themselves) and bringing social proof into the ecosystem is a better solution than letting customers leave and look on YouTube or TikTok to find that review of a product before they make that decision to buy.

If you have content from influencers and UGC creators and have or are able to secure usage rights for retail placements, I highly suggest that you bring those videos to Amazon and drive more consideration and conversions.

The gen.video platform is now available for brands to do this themselves.