UGC (User-Generated Content)
Content created by customers rather than by the brand: reviews, photographs, questions, forum posts, videos.
Analogy Mental model
The photographs and notes on a review site, taken by people who paid. They persuade in a way the studio shots on the brand's own page never do.
In practice What you actually do
Make it easy and make it visible: a review module on the product page, a hashtag worth contributing to, a community where questions get answered. Then moderate it, because an unmoderated wall becomes a spam wall within a month.
Where people get burned Pitfalls
Fake reviews destroy the whole mechanism. When they are discovered, and they are discovered, every genuine review on the site loses its evidentiary value at once.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →