Webinar

The importance of ratings and reviews on Target+

Target+ has a significant online footprint and digital customer base that can transform the success of your business.

But many brands and sellers leave dollars on the table by not fully maximizing their presence on Target.com and app.

This event has ended.
Thanks for attending!
Join Matt Hiltner, ecommerce lead for ratings & reviews at Target, for all the practical tips you need to understand and grow your ratings and reviews strategy.

Topic areas include:

If you have questions for Matt and Peter, you'll receive a link to submit them upon registration.

Speakers

Matt Hiltner

Ecommerce Lead - Ratings & Reviews, Target

Peter V.S. Bond

VP - Retail, PowerReviews
Co-Host, CPG Guys

© Copyright 2021 PowerReviews. All rights reserved.

Avatar

Avatar

The Insider’s Guide to Analyzing User-Generated Content to Drive Business Growth

Eight practical ways to leverage data from UGC to improve your business and generate more sales

The Value of UGC Goes Beyond Traffic & Sales

User-generated content is a gold mine of incredible insights just waiting to be discovered. But figuring out how to tap into this data source to drive impactful improvements can seem overwhelming. 

 

If you’re not sure how to execute on this objective, you’re in good company. In fact, most brands and retailers do not effectively leverage the insights they receive from UGC. They typically see this form of feedback in a vacuum. It exists only to convince shoppers to buy products.

 

But the holistic analytic potential of this data is immense. If you fail to realize it, you are missing out. Big time.

Discover new use cases for your products.

Read this Guide to learn:

The key reasons why you are missing a huge trick if you don’t analyze the UGC you capture

How to analyze this data effectively when you’re not an analyst

Eight practical ways to leverage UGC to improve your business and drive growth

Avatar

How to Curate Social Content for Maximum Impact on the Buyer Journey

Locate authentic visual media content posted on social media by your customers. Then display this throughout your digital experience to provide the social proof that will generate more conversions.

Social Curation

We know that 88% of consumers specifically look for visuals (such as photos or videos) submitted by other consumers prior to making a purchase. It’s key to provide these shoppers with the information they’re looking for, or else you risk losing them to a competitor that does. 

 

A simple way to generate more user-generated visual content for your home, category, gallery, and product detail pages (and other marketing materials) is to gather it from where it’s already being shared and posted by your customers — on Instagram. 

 

In this guide, you’ll find best practices to put to use during each stage of your social collection campaign. 

Pre Campaign:

Setting up your campaign and creating awareness

Plan

The first step to success when curating social content is to plan for success. The biggest component of this is selecting the right campaign hashtag to promote and follow on Instagram. 

 

Why is this so important? Because choosing the right hashtag allows you to generate content that’s most relevant to your brand and your products. Plus, it can help you sort through the thousands of images you collect as you choose the UGC that will look best on your site. 

 

Be sure to choose one that relates to the lifestyle of your customers and stays true to your brand’s image. General hashtags (think #OOTD) will generate millions of photos. But many of those photos won’t include your products, and they might even include products from your competitors. 

 

On the other hand, a more targeted hashtag will generate less content, but the content will be way more relevant. This will save your team time in the long run as they won’t have to sift through a high volume of often irrelevant content. 

 

If you want to save even more time and resources, and don’t want to sift through all of the content generated by your campaign hashtag on your own, leverage a specialist provider. The best practice approach of these vendors incorporates the moderation capabilities necessary to match and quality control the content you collect. At the same time, it will also ensure this content is on brand while being displayed quickly on your product, category, gallery and home pages.

 

Here are some things to keep in mind when choosing the right hashtag for your campaign: 

  • Relate it to the lifestyle of your shoppers 
  • Relate it to your brand image and the lifestyle of your brand 
  • Remember to be genuine and stay true to your brand image 
  • Keep it unique to weed out competitors

Don’t forget!


Work with your marketing team to make sure your campaigns and outreach flow with other marketing initiatives. For example, is your marketing planning to run a Holiday campaign? If so, collaborate and plan ahead so that the hashtag and your outreach don’t interfere with other initiatives.

Get inspired!

Here’s how some of our friends are getting creative with their hashtags:

Plan

The first step to success when curating social content is to plan for success. The biggest component of this is selecting the right campaign hashtag to promote and follow on Instagram. 

 

Why is this so important? Because choosing the right hashtag allows you to generate content that’s most relevant to your brand and your products. Plus, it can help you sort through the thousands of images you collect as you choose the UGC that will look best on your site. 

 

Be sure to choose one that relates to the lifestyle of your customers and stays true to your brand’s image. General hashtags (think #OOTD) will generate millions of photos. But many of those photos won’t include your products, and they might even include products from your competitors. 

 

On the other hand, a more targeted hashtag will generate less content, but the content will be way more relevant. This will save your team time in the long run as they won’t have to sift through a high volume of often irrelevant content. 

 

If you want to save even more time and resources, and don’t want to sift through all of the content generated by your campaign hashtag on your own, leverage a specialist provider. The best practice approach of these vendors incorporates the moderation capabilities necessary to match and quality control the content you collect. At the same time, it will also ensure this content is on brand while being displayed quickly on your product, category, gallery and home pages.

 

Here are some things to keep in mind when choosing the right hashtag for your campaign: 

  • Relate it to the lifestyle of your shoppers 
  • Relate it to your brand image and the lifestyle of your brand 
  • Remember to be genuine and stay true to your brand image 
  • Keep it unique to weed out competitors

Get inspired

Here’s how some of our friends are getting creative with their hashtags:

Promote your campaign

Your shoppers won’t use your hashtag or tag your account if they don’t know what hashtag to use or what your handle is. So make sure you promote your campaigns. 

 

Include language in your campaign promotions reminding customers of your hashtag and Instagram handle. Let them know you want to see how they’re using your products, and explicitly ask them to share photos and videos using your products on Instagram, communicate the hashtags you want them to use and request they tag you.

Don’t forget!

 

Be sure your most engaged and influential followers are aware of your campaigns. If you have a community of influencers (and don’t forget about the influence micro influencers can have), make sure to add their handles to your list of Approved contacts, so their content is automatically approved and displayed. 

 

Engaging influencers will also help increase the reach of your campaign by getting in front of your influencers’ followers as well — a great way to get more content, faster, at the start of your campaigns.

Examples of places you can promote your campaigns:

Establish legal messaging and terms

You’ll need to get permission from consumers before using their photos or videos across your website or in other marketing materials. 

 

Make sure you have all legal language crafted and approved before the start of your campaign, so you can start collecting approved content as soon as possible. Establish a terms and conditions page — somewhere users can go if they have questions — and link to this page when asking for permission. Once a user gives permission to use their content in marketing materials, make sure to attribute the content to them. Say something along the lines of “Photo courtesy of [insert Instagram handle].”

During Campaign:

Managing the content you collect

Secure image rights

In order to leverage user-generated images and videos in your marketing initiatives, you’ll need to get the creator’s permission (at PowerReviews, we know how important this process is so we seamlessly incorporate it into our technology).

 

Best practice:

 

Tailor the permission messages you send for your different customer groupings and profiles.

 

Not all your customers are the same, so think about how best to motivate each individual to grant you permission to repurpose their content. Your messages won’t always be one-size fits all. 

 

For example, a sporting goods company’s customers can span from beginners to more advanced athletes — both of which could respond in different ways. Beginners will be more excited to share photos of themselves learning a new skill, while advanced users might want to show more close up photos of the products they’re using to train.

 

Take note of who grants image rights and note which messaging works best for different users.

Post Campaign:

Repurposing the content you collect and measuring and analyzing the performance of your campaign

Repurpose content

Your shoppers won’t use your hashtag or tag your account if they don’t know what hashtag to use or what your handle is. So make sure you promote your campaigns. 

 

Include language in your campaign promotions reminding customers of your hashtag and Instagram handle. Let them know you want to see how they’re using your products, and explicitly ask them to share photos and videos using your products on Instagram, communicate the hashtags you want them to use and request they tag you.

Some places to promote this UGC include:

Understand your performance

After your campaign is over, take a look at its performance. Look at who is sharing content and what kind of content they’re sharing. 

 

For example, are the images being shared poor quality? If so, you might need to provide your users with more direction on what you’re looking for. 

 

In addition, take note of who your UGC creators are. You’ll find interesting insights into what products are being featured, and the style of content being created. With this information, your brand can learn more about how a product is being used, who’s using it, and what type of content resonates with different types of shoppers. Note what worked, and what you can change for the next campaign.

 

Dig even deeper

 

With PDP Site Analytics, track the actual sales impact of visual content on your site. PowerReviews data across all our customers shows visitors that interact specifically with visual UGC have a conversion lift of 81% over general visitors who don’t interact with visual UGC.

 

This information specifically applied to your own UGC and Social Curation programs helps you iterate, improve and optimize for bigger impact. Find out what imagery and video resonates best at what point in the journey, then seek to generate and display more of this.

 

Include language in your campaign promotions reminding customers of your hashtag and Instagram handle. Let them know you want to see how they’re using your products, and explicitly ask them to share photos and videos using your products on Instagram, communicate the hashtags you want them to use and request they tag you.

Conclusion

Authentic user-generated visual content shared on social media provides compelling social proof to shoppers on your site. Brands and retailers are increasingly leveraging this content at high impact points of their digital experience to nurture and convert traffic – whether this is on their homepages, product pages or in their marketing materials.

 

The key is being able to collect and display this content at scale.

 

The PowerReviews Social Curation platform enables just this, by providing unique capabilities to cultivate, surface and showcase social media postings to accelerate the path to purchase.

If you’re a PowerReviews customer, reach out to your Customer Success Manager to discuss how to get yourself up and running. If you’re not a PowerReviews customer, reach out to us today to find out more.

Avatar

How to Drive

Direct-to-Consumer Sales with User-Generated Content

A practical five-step guide for implementing a ratings and reviews program as part of transitioning to D2C

A critical and very evident trend to emerge as part of the COVID-19 pandemic: brands that previously relied on selling their products in person have had to shift online and go “Direct to Consumer”.

 

A comprehensive UGC program – including ratings, reviews, images, video and Q&A content – is now an ecommerce must-have, with 97% of consumers consulting product reviews before making a purchase.

 

So many brands are seeking to implement UGC quickly as part of this transition.

Download this Guide for step-by-step pointers on the entire process, including:

How UGC impacts D2C success and will enable you to sell more products

How to generate a high volume of high-quality reviews fast

How to maximize the impact of UGC

Avatar

PowerReviews Holiday Consumer Survey 2020
Canada Edition

Our consumer survey of 650 Canadian shoppers highlights spending plans for the Holiday season, factors driving purchase decisions, likelihood of shopping online vs in-store and much more.

Key findings:

Download now to get these insights and more!

canada-christmas

Avatar

PowerReviews Christmas Shopping Consumer Survey 2020
UK Edition

Our consumer survey of 2,296 UK consumers highlights Christmas shopping spending plans, factors driving purchase decisions, likelihood of shopping online vs in-store, importance of Black Friday and much more.

Key findings:

Download now to get these insights and more!

Avatar

PowerReviews Holiday Consumer Survey 2020

Our consumer survey of 5,383 shoppers highlights spending plans for the Holiday season, factors driving purchase decisions, likelihood of shopping online vs in-store and much more.

Key findings:

Download now to get these insights and more!

Avatar

The Beginner's Guide to a Best-in-Class Ratings & Reviews Program

A best-in-class Ratings and Reviews program consists of the collection, display and analysis of User Generated Content.

 

But few brands are operating at this level right now – which is why we created this four volume best practice guide. In it, you will learn how to capture as many customer product reviews as possible and then how to use it across your website (and beyond) to convert browsers to buyers.

Volume 1

What Constitutes the Perfect Review...and How to Get More of Them

What you’ll learn:

Volume 2

The Definitive Guide to Product Sampling

What you’ll learn:

Volume 3

Best Practices for Showcasing Your Ratings & Review Content

What you’ll learn:

Volume 4

Analyze Your UGC

What you’ll learn:

Avatar

Reinventing the Store Experience

A practical nine point guide for reopening your retail locations in the midst of the COVID-19 pandemic

The store experience needs to evolve

The COVID-19 pandemic has had a profound impact on all facets of daily life. Of course, that includes the way we shop with consumers shifting online at an unprecedented rate.

 

But – as the pandemic has worn on – many consumers have become increasingly eager to get back to stores. However, their preferences and expectations have changed considerably in the last six months. Retailers must adapt accordingly.

shutterstock_1680499126
shutterstock_1723056670

Download our Guide to learn:

Avatar

This site and our services use cookies and other technologies to collect and/or store information on your computer. Some are essential to make our site work while others improve your experience. Read our Privacy Policy and Cookie Policy to learn more.