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Why Is Consumer-Generated Content Important?

Consumer-generated content is exactly what it sounds like – content that is created about a brand or product by consumers that have experience with that product or company.

This content typically comes in the form of star ratings, text reviews, or video testimonials. It’s not a form of marketing or advertising that is created by the company, so why should it be so important to every business owner?


Consumers trust the opinions and experiences of their peers more than they trust the often biased advertising displayed by companies. In fact, 88% of consumers trust reviews of a company or product as much as they trust personal recommendations from friends and family, and 85% of consumers find reviews more influential than ads.

Reviews that are incentivized are skewed in a positive way, making consumers wary and untrusting of reviews that are given by incentivized consumers. However, a big player in e-commerce, Amazon, took a hard stance against incentivized reviews last year to make reviews on their site more credible and to protect their brand image.

Unique Experiences

Because each consumer’s experience with a product or company may be unique, the content is more engaging to potential customers, and a lot more of their in-depth questions are answered. Your product page couldn’t possibly answer all of the weird questions your customers have, but other customers that have used the product may share an experience that brings peace of mind to others.

It’s Relevant

Google requires at least 150 reviews with comments in a rolling 12-month period to display reviews next to ads. This keeps reviews up-to-date with changes in the product or company, providing consumers with accurate reviews.

All review sites display the date when a review was created. More people will trust reviews left within the last 6 months than reviews that are a couple of years old.

Check Out the Infographic below for More User-Generated Content Stats

User Generated Content

Verified Ratings and Reviews Transform
Your Business

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  • Shopper Approved Golden Star Collect up to 10x More Reviews
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Duane “DJ” Sprague is a conversion rate expert, a Certified Behavioral Design Coach by the Online Influence Institute, and a certified expert by the Behavioral Design Academy, the Mindworx Academy, and the Interaction Design Institute. As CMO of a billion-dollar national franchise, he leveraged the power of social proof and online reviews to improve SEO and accelerate growth, as he developed and managed a comprehensive online reputation management strategy that spanned nearly 200 websites. He has written for Forbes, Small Biz Daily, and several industry trade magazines, contributed to several books and university course packs, and is quoted in the Los Angeles Times as a subject matter expert. He holds a master’s degree in Integrated Marketing Communication and has received the 1st Place Gold Award in a global integrated marketing competition. Duane is the CMO of Shopper Approved, where he works with thousands of ecommerce websites to improve their SEO and CRO.

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