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Post on 25-May-2020
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What do your customers really want to see?
The amount of people who use UGC to inform
their decision varies by industry.
When it comes to buying a product, the most trusted
advice seems to come from real life experiences.
Content created by peers is
more influential than brand
created content.
And when it comes to changing negative
perceptions of a product, people are clear about
what's most influential.
So people look for UGC - but what
do they look for in UGC?
Not so popular in finance - but is that because
customers don’t want it, or brands aren’t providing it?
How much of the finance industry provides
social content?1:
And they share based on providing a lot of useful
information to their peers.
A lot of the time their choice to share stu� is just
based on good vibes.
When it's time to buy, customers
get picky. What do they actually want to see?
of people trust images taken
from ‘people like them’ over brand
created images
of people would be more likely to
engage with an advertisement if it
contained user-generated content
70% 61%
They’re willing to spend more time
when sharing a review...
Now you know what
your customers want to
see - are you providing it?
Trust in finance is rising - but it’s still got a long
way to go to catch up.
REVIEW PHOTO OR VIDEO
ANGER/OUTRAGE AWE /SURPRISEDON'T KNOW EMPATHY SADNESSLAUGHTER/
AMUSEMENT
14% 18% 11% 1% 33% 23%
DON'T' KNOW
< 1 MIN
1 > 5 MIN
5 > MIN
WOULD NOT SHARE
43%
32%
69% 72%
53%
EXPERIENCES OF
FAMILY/FRIENDS
CUSTOMER
REVIEWS ON A
RETAILER’S WEBSITE
CUSTOMER
REVIEWS ON A
MANUFACTURER'S
WEBSITE
EXPERT REVIEWS
SALESPERSON’S
ADVICE
OTHER CUSTOMER
REVIEWS ON A
RETAILER’S WEBSITE
CUSTOMER
REVIEWS ON A
MANUFACTURER'S
WEBSITE
SALESPERSON’S
ADVICE
OTHER
RELEVANCE
AUTHENTICITY
QUALITY
SELFLESS
RELATABLE
VOLUME
OTHER
RECENCY
EXPERIENCES OF
FAMILY/FRIENDS
say say say say say say say
CUSTOMER
REVIEWS
EXPERT REVIEWS MEDIA CREATED
BY USERS
INDEPENDENT
NEWSPAPER
ARTICLE
BRAND'S
WEBSITE
TV AD
43%
32%
69% 72%
53%
20
40
60
80
100
AUTOMOTIVE FINANCE HOTELS LUXURY
PRODUCTS
ELECTRICAL
APPLIANCES
of people asked who have purchased
insurance through a price comparison site
said they visited the website of the insurance
provider as part of their research.
77%
of consumers say it would be important
to read user-generated content before
making a decision about banking or other
financial services.
83%
of consumers would never choose an
insurance provider without reading at least
one piece of user-generated content.
30%
of consumers would never choose a
healthcare provider without reading at least
one piece of user-generated content.
32%
21% 19% 17% 14% 13% 9% 7%
But customers want to share...
INFORMATIVE/USEFUL
ENTERTAINING/FUNNY
EMOTIONAL
REFLECTS MY POINT OF VIEW
INSPIRING
www.reevoo.com
PEERS
BRANDSBRANDSBRANDS
NOT INFLUENTIAL INFLUENTIAL VERY INFLUENTIAL
NOT INFLUENTIAL INFLUENTIAL VERY INFLUENTIAL
CUSTOMER REVIEWS
USER-GENERATED CONTENT
10% 57% 33%
7% 33% 60%
22%
23%
18%
19%
6%
12%
2Technology, Food & beverage. CPG, Telecommunications, Automotive, Energy, Pharmaceutical
40%
50%
60%
70%
2012 2013 2014 2015 2016
FINANCE
OTHER IND.2
1Source: BLUE FOUNTAIN MEDIA
USER-GENERATED CONTENT
27%
14%
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