Take Advantage of the Social Proof in User-Generated Content

User reviews help to cultivate trust and community, while driving sales for smart brands.


Internet users trust and love content created by other users. It’s highly shareable and engaging, but some marketers still miss out on the opportunity to take advantage of user-generated content. A report from Kissmetrics examines social proof and the opportunities it holds.

When marketers compete for the attention of consumers, there’s a tension between the customers’ desire to discover and interact and to be left alone. However, UGC is the epitome of social proof, giving credibility to products through social interaction and real customer experiences.

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