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Why Consumers Value User-Generated Visual Content

It’s clear consumers value user-generated visual content. All shoppers seek out photos and videos from other consumers before making a purchase at least occasionally. 60% always do so. 

But why do consumers value user-generated visual content? Let’s take a close look

Reasons Consumers Value User-Generated Visual Content

Not surprisingly, the top reason consumers value user-generated photos and videos is because it gives them the chance to see what a product looks like in real life. 89% say this is the case.

Other top reasons are that user-generated visual content gives shoppers a better sense of size or sizing (72%) and helps them understand product quality and performance (70%).

Top Reasons Consumers Value User-Submitted Photos and Videos
*Respondents could select all that apply
To see what the product looks like in real life:
89%
To get a better sense of the size or sizing of the product:
72%
To understand product quality/performance:
70%
It’s more authentic and “real” than standard brand-created imagery:
68%
To see if the product fits your own personal need:
56%
It creates trust in the product and/or brand:
46%

Section Summary: There are Many Reasons Consumers Value Visual Content from their Peers

Consumers have myriad reasons for seeking out user-generated visual content. Many of those reasons are related to getting a better idea of what they can expect from a product. When consumers know what to expect, they can make better purchase decisions. 

In addition, user-generated visual content is authentic, which boosts shoppers’ trust. 

Brands and retailers must make it a priority to collect and display photos from customers. It’s an important way to help future shoppers make more confident, informed purchase decisions. What’s more, it’s a powerful way to build trust with shoppers.

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