Consumers have outsmarted many marketers by learning not to trust perfect, fake images they see online. Nowadays, that is not always enough to cut it in order to sell a product. Your customers, however, as amateur as they may be, know exactly what it takes to sell a product. They want to see their peers purchasing and using the same things prior to making a purchase. When people come across content that is customer-generated, the average order value actually increases by 10%. According to BI Intelligence, there is a 78% increase in conversion rates when consumers interact with customer-generated content as well as a 75% lift in revenue per website visitor.
Why is this so? Well, first off, images are powerful. Nice images attract attention. When consumers see images of other people wearing a certain product, they can actually imagine what it will look like in person (a watch, for example). They also get the message that other people are interested enough in actually purchasing the product and that the product is real. It is not a generated image used to sell a product, and then when the product arrives looks completely different.
Social media is a great place for e-commerce. Facebook users upload 350 million photos every single day; now that’s a statistic to take advantage of. Your customers will do a whole lot better of a job selling your products than your marketing team and sales reps do, because people trust their peers over the brand. Chubbies, for example, is an e-commerce brand that uses real customers on their Facebook page to promote their products via images and product descriptions. They have 1.47 million likes!
Instagram brings the most traffic of all of the social media sites. While there are a few challenges on the platform, there is a vital commerce tool that allows you to get the best consumer-generated content while also recognizing rights management, moderation, shoppable feeds, and photo discovery.
In conclusion, it is important to recognize the power of images generated by your very own customer base. When shopping online, there is a lack of face-to-face interaction. When customers can see their peers using, liking, and promoting products, it helps them to build trust with various brands. Online marketing is quickly evolving into visual marketing. Because of this, Instagram for retailers and businesses is absolutely exploding. If you don’t have an Instagram account yet, now is the time to make one and implement visual marketing into your sales process.