We learned something interesting:

While customer reviews are still the most effective form of UGC, visual content is coming in at a close second.

We know customers are wary of branded ads and want to base their purchase decisions on more authentic content.

But we wanted to find out just how important customer photos are for increasing sales.

Here’s what we learned from surveying 1,000 customers:

How can you use this data?

User-generated photos are valuable for increasing the eCommerce conversion rate. So you need to start collecting these customer photos and using them in your marketing.

One way to do this is to find images customers are already creating – and what better place to look than Instagram?

As we’ve already learned, Instagram brings the most engaged traffic of all channels.

The Instagram data tells us that Instagram UGC photos are becoming more and more important for brands – so we listened and released our newest tools, Social Curation for Instagram and Shoppable Instagram.