August 07, 2016 | Shares:

What Type of UGC Most Influences Consumer Behavior? [Data]
2 min.

By now we know that authentic content from past buyers influences consumer behavior.


Hearing from past buyers increases trust in specific products and in brands as a whole, and they can make the difference between a customer converting or moving on to the competition.

But with customers submitting more and more types of content each day – from Tweets and Facebook posts, to customer reviews, to videos and Instagram UGC photos and more – what is the most powerful form of user-generated content?

What has the biggest influence over consumer behavior?

Blog posts? Testimonials? Customer reviews? Customer photos?

We took a look at the data to find out exactly what type of consumer generated media is most likely to influence future purchase decisions.

Here’s what we learned:

Chart: what content influences consumer behavior and purchase decisions?

Top Takeaways:

  • The winner is still customer reviews, with 43% of consumers reporting that this is the most effective form of user-generated content.
  • But what’s interesting is that 57% of consumers say that visual content – such as customer photos and videos – is the most powerful.

How Can You Use This Data?

If by now you’re not already investing heavily in getting more customer reviews, you’re missing out big time.

But the data shows that it’s also important to have a strong strategy for collecting visual content from customers.

User-generated photos and other forms of visual content are becoming more and more powerful, especially when it comes to their influence on social media.

As is the case with brand advertising versus reviews, customer photos are way more trustworthy and relatable for consumers.

In fact, 77% of consumers say that authentic photos from customers affect their buying behavior more than professional photos from stores.

Want to get started with visual marketing?

Get a demo of our brand new suite of visual marketing tools.

Aimee Millwood
Aimee Millwood, Director of Content at Yotpo
Aimee loves hummus and hates misplaced commas.

@aimeemillwood – Follow me

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