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When capturing consumers' attention, you're probably wondering which is better: user-generated or branded content. The truth is that while you can use both, there are pros and cons to each option, so it's important to know what will work best for your e-commerce shop.

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The Pros & Cons of User-Generated Content

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User-generated content has quickly taken the world by storm. As a result, many brands are using it to gain attention and strengthen their online presence. So, what are the advantages of user-generated content?

• User-generated content will cost your brand 50% less than other advertisements, enabling you to cut costs and save money on advertising.
• User-generated content typically boosts web conversion rates by up to 29%. If you want to convert more of your web visitors into customers, this is an excellent way to make that happen.
• Consumers are more willing to trust the opinions of users providing authentic reviews than brands posting content about the products they sell. With that in mind, having user-generated content can make your brand appear more authentic and genuine to consumers, increasing sales.

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💙 Bigblue Tip

‍Like Unbottled your order tracking emails to ask your clients to create UGC

Using branded delivery tracking e-mails has many advantages:

• They have an open rate of 75% vs 20 to 30% of marketing e-mails.
• They are open up to 4 times during the delivery.
• Buyers that receive an email have a better repeat rate (+4%) than buyers that didn’t receive an email
• And reduce bad ratings by -60%: they reassure clients, and overall increase their delivery experience. They are also a great opportunity to help you get more UGC!

While there are many advantages of having user-generated content for your brand, there are a few cons that you need to know about, such as:

• The possibility of having negative content created about your brand. If a consumer doesn't like something, they may mention that in their content.
• You will have to review user-generated content regularly. You need to know what people are saying and whether it's good or not. Of course, this can require more time and effort on your behalf.

Despite the cons, user-generated content is incredibly advantageous. It can save you money, help you increase visibility online, and ultimately make it possible for you to increase sales while strengthening your brand.

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The Pros & Cons of Branded Content

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Branded content is content you can make yourself as the owner of your brand. The benefits of using this type of content include:

• Telling your brand's story! You will have complete control over how to share your brand's story with the rest of the world.
• You can customize the content to resonate with your audience. Because you know them best, it may be easier for you to create the kind of content they want to view.
• You will have more than enough content available to post and share on different social media platforms, which will help you boost your visibility online.

So, what about the cons of branded content? While you can create as much branded content as you'd like, the primary con is that consumers see it as being more salesy and less authentic. As a result, they will prefer user-generated content over branded content every time!

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So, which is best for your brand? It depends on a few factors, such as the size of your e-commerce.

If you're just starting, you need to rely on branded content to build a name for your business and ultimately get people to buy from you. Once they buy from you, they may begin creating content and posting it on social media for everyone to see. But, if you're a mid size or larger e-commerce shop, your best bet is to take a user-generated content approach to advertising. It will make your larger brand appear more authentic and relatable, boosting sales. Companies of ALL sizes are using user-generated content to make waves online.

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What makes a good UGC?

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Good user-generated content is relatable, consumer-friendly, and engaging. People want to watch videos from people who remind them of themselves. It keeps them interested and willing to watch for extended periods, but it can also impact their buying decisions and get them interested enough to want to purchase what your brand can offer.

How to create relatable UGC?

Before you can benefit from user-generated content, it helps to know how to create relatable content. While you don't necessarily want to provide consumers with a step-by-step tutorial on creating the kind of content you'd like to share with consumers and make it easily accessible, these are the things to look for in any user-generated content curated about your brand and its products.

• Does it provide valuable information? Consumers want to learn things about a product before they buy it. User-generated content that offers these details, including what the product does or how it works, can make a difference. Consumers also look forward to how-to and tutorial content that provides in-depth information on using different products.
• Is it relatable? User-generated content needs to be authentic and relatable. Being demanding and/or salesy will turn consumers away and keep them from wanting to buy from your brand. But if they see content from people who create videos that sound more like they're chatting with their friends, they will enjoy the relatable content and stay engaged. It will make them want to buy from your brand!
• Does it create positive emotions? You want the content to evoke the right kind of emotions from the consumers. The great thing about user-generated content is that it captures honest emotions. These are the emotions that people want to see when watching content on social media, whether they're watching videos on Instagram, TikTok, or even Facebook.

There are a few additional steps you can take to create the most relatable user-generated content, such as:

• Create a special hashtag for your brand: Use the power of hashtags to get more relatable user-generated content. You can create a hashtag for every campaign you decide to have. The goal is to get people to post videos and photos of themselves with the hashtag while discussing your products and showing themselves using it.
• Set up a giveaway: Hone in on the opportunity to get more user-generated content by planning a giveaway. You can set the rules and specifications, selecting winners based on meeting specific criteria.

It can take time to create and collect user-generated content. However, once you manage to do so, you can benefit tremendously from it by gaining thousands of new followers, receiving plenty of views, and gaining many additional sales.

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What makes a good brand generated content?

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As previously mentioned, there are pros and cons to brand-generated content. The good thing about this type of content is having the opportunity to make it yourself and have total control over the message you will display to your audience. However, some consumers don’t view this content as authentic as they would user-generated content, so keep that in mind. The good news in all of this? You can still create relatable brand-generated content.

How to create relatable branded generated content

You may wonder how to create relatable branded content that keeps the audience watching. These are a few of the simple things you can do to make branded content that your targeted audience can relate to and enjoy:

• Speak like you're talking with a friend. Don't create a sales ad for your branded content. Discuss the exciting details of your products, go over how those products work, and even offer tutorials. The goal is to make the content seem like you're chatting with friends rather than talking to customers and trying to make sales.
• Answer any questions that consumers might have. Use frequently asked questions to create some relatable content that people will feel more inclined to watch. You can take some of your most commonly asked questions and turn them into video responses where you're offering valuable information that people want to hear.
• Provide real reasons for consumers to buy. If you want people to buy, give them real reasons to do so. Let the consumers know that your products can solve xyz for them, which will likely entice them to try your brand and see if the products do what you've said they will.

You can make branded content that gets views and helps you gain more exposure for your e-commerce shop. It simply requires a bit of creativity.

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UGC vs BGC, which one won?

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When it comes to user-generated content vs. branded content, check out these results for various brands of different sizes.

1. Chanel, the luxury fashion, fragrance, and beauty brand, crafted a branded post for the Les Beiges foundation on Instagram, generating 147K views and 33K likes. BUT Les Beiges’ user-generated content was the clear winner. Danielle's honest review on social media led to 4M views and a massive 1.1M likes from consumers, garnering way more attention.

2. Despite regularly posting branded content to social media, Dunkin' saw a 57% increase in downloads of its mobile app and a 20% boost in sales for cold brews when partnering with social media influencer Charli D'Amelio, showing that user-generated content once again takes the lead.

3. Well-known backpack brand Cabaïa generates 30K likes within 30 days while having its user-generated content shared thousands of times, proving that this brand benefits from UGC more than its branded posts.

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Because brands of all sizes truly benefit from user-generated content, you have the perfect opportunity to do the same. While you can still create branded content, try to emphasize user-generated content more to resonate with your audience and gain their trust.

We are thrilled to announce a record-breaking performance this Black Friday and Cyber Monday (BFCM). In the days leading up to and following the biggest shopping event of the year, Bigblue was able to handle an unprecedented volume of orders and shipments, thanks to our efficient and reliable fulfilment services.

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With some of our customers experiencing a staggering 15x increase in order volume on the morning of Black Friday compared to their daily average, it’s safe to say this year's BFCM were incredibly successful for our merchants. And we are proud to have played a part in their success.

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Our team in our five warehouses in the UK, France, and Spain worked around the clock to ensure that all of our +450 clients' orders were fulfilled on time and without any delays, resulting in a record number of satisfied customers.

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2022 Black Friday Cyber Monday (BFCM) Highlights from Bigblue

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Opening your e-commerce shop to British consumers means that you need to adapt your shopfront to connect with them. Localization is the key to winning the trust of your consumers while providing them with an incentive to buy from your website. 40% of global consumers won’t make purchases on sites in other languages!

Several simple and effective ways to adapt your e-commerce shop to UK buyers exist. If you're ready to impress these consumers and get them more interested in what your brand offers, check out the following helpful tips below!

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1. Create a UK-friendly version of your website

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Start by creating a UK-friendly version of your website. Although English is the primary language spoken throughout the country, the British spell many words differently than those living in the United States. You will also need to list prices for products in their currency.

17% of consumers will abandon their carts if the checkout process becomes frustrating, and they’re unable to determine how much they need to pay for the items. In addition, 33% of international consumers won’t consider making a purchase if they notice their local currency isn’t available as a method of payment. It may seem like extra work, but it's worth it in the long run because it shows these consumers you care enough about them to want to create a version of your website custom-tailored specifically for them.

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Here are some steps you can take to easily localize your e-commerce store:

• For Shopify: One way to localize your store is to duplicate your original shop and make necessary modifications to the content and language to cater to a specific market. To do this, you can follow the steps outlined in Shopify's documentation.
• For Woocommerce: Another option is to use the Duplicator plugin, which allows you to clone your existing Woocommerce store and make modifications to suit a specific market.
• For Prestashop: There are also a variety of tutorials available that can guide you through the process of localizing your Prestashop store. One such tutorial can be found at the following link.

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In addition to localizing your e-commerce platform, you may also want to consider using a service like Bigblue to automate your logistics internationally. Bigblue allows you to centralize all shipments for multiple shops on the same platform, giving you peace of mind and helping you focus on growing your business.

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2. Get to know the British consumer habits

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Set realistic expectations when selling to UK consumers by learning a lot more about them and their online shopping habits. 47% of consumers in the UK have made a minimum of six online purchases within the past three months. This proves that the British aren't afraid of ordering online, and will typically do so if they can get what they want and need delivered to them in no time.

Because of the Covid-19 pandemic, over 60% of British consumers have changed their consumption habits, with a growing number of people preferring to buy online. But, they will only want to buy online if they know they can get the items rather quickly, with many consumers expecting their purchased goods to arrive at their front doors within a single day of ordering. If you can offer the speedy shipping that British consumers love, your e-commerce shop can do exceptionally well within this international market. 

Use this valuable information to target UK consumers, meet their needs, and gain more business for your e-commerce shop.

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Discover the likes & dislikes of British consumers to keep them from abandoning their carts

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Learning more about what consumers like and dislike when online shopping can help you avoid making potentially costly mistakes that would cause consumers to abandon their carts instead of completing their purchases on your website. Some of the most common reasons British consumers abandon their carts when visiting e-commerce shop websites are lengthy deliveries, costly deliveries, and complex return policies.

Consumers in the UK don't want to wait weeks to receive their items, nor do they want to spend extra money to cover the cost of shipping. In addition, if they think they will have a hard time returning something if it's not a good fit for them, they won't even bother putting in an order.

The good news? If you can reduce shipping fees, offer speedy shipping services, and provide an ideal return policy, you can boost sales and see an increase in the number of UK orders you begin to receive. 

The best way to achieve this goal is to provide local shipping from a warehouse in the UK instead of shipping internationally from your location. Let’s face it – international shipping is costly and time-consuming because items MUST go through customs before customers can receive them.

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Offer a return policy that British consumers will appreciate

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A shocking 33% of British consumers between the ages of 18 and 34 have stated that they regularly return items. These individuals aren't afraid to return an item if it doesn't meet their needs in one way or another. Whether it's too big, too small, or doesn't look good on them, they will want to return it and get their money back.

Of course, this means adapting to the possibility of receiving more returns than you usually would in your country of origin. But if you're not willing to accept returns, it can negatively impact the number of sales you will make in the UK. No business owner WANTS to deal with returns, but by creating a fair and convenient return policy, you can receive a drastic increase in sales. There is an upside to this situation!

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3. Include user-generated content on your website

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British customers genuinely care about what others are saying about products and brands, which plays into their final buying decision. A staggering 63% of British shoppers take the time to read customer reviews and opinions before going through with their purchase. While some businesses may consider this a bad thing, it's an incredible opportunity to experience tremendous growth when targeting the UK market. 

You can increase sales by making it easier for UK consumers to find reviews and opinions of your brand and the products you sell. It makes your brand appear even more authentic and gives consumers a good reason to want to buy from you. They will feel like they can trust your brand if they've noticed others say positive things about their experiences ordering from your e-commerce shop.

User-generated content is more influential on British consumers because it feels more open, honest, and authentic. The goal is to get plenty of user-generated content created by UK consumers, so other consumers in the UK will feel like they can relate to the people they see on their screens.

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How to get user-generated content to add to your website

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If you're wondering how to get user-generated content that you can add to your website, try to look on social media for any consumers who may have created posts talking about your brand or the products you sell. Have a relatively new business? It's still not a problem. The key is to provide the most enjoyable experience possible, encouraging your customers to post about their experiences while using a hashtag you've selected.

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Some ways to enhance the experience for your consumers include:

• Providing an estimated time of arrival, so they know when to experience their items in the mail
• Offering speedy shipping to ensure they can receive their purchases as quickly as possible
• Creating a unique unboxing experience by using high-quality, eco-friendly packaging
• Including a Thank You note in packages sent to your customers
• Offering an ideal return policy that sits well with the consumers
• Selling high-quality products that last long or do the job they're intended to do

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It’s the small things that can matter most to British consumers, improving their overall experience buying from your business. If consumers have a genuinely good experience, they’re more likely to create user-generated content and post it on social media.

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4. Provide UK consumers with the option to pay for goods in their preferred way

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You can improve the experience for UK consumers even further by accepting their preferred payment method at checkout. British consumers often prefer paying with digital options, such as ApplePay, compared to those in the United States, who typically prefer paying for merchandise with their credit cards.

Another thing to consider? Offering Buy Now, Pay Later options. There are several to choose from, including Scalapay, Klarna, and Shopify Payments. Giving consumers this option typically encourages them to put in their orders and add more items to their carts. In fact, the average order will increase by up to 45% when customers decide Klarna as their payment method. Many consumers love having the option of getting what they need immediately and having the opportunity to split payments to avoid paying for all their items at once.

Investing in traditional advertising is becoming more challenging due to the ever growing costs and the oversaturated market. Since the iOS 14 update, D2C brands have been forced to think outside the box, developing the most creative ways to advertise to their audiences. In an effort to be more creative while reaching the masses, they've discovered the power that IGC and UGC hold. Influencer-generated content and user-generated content have equally become the key elements to a successful marketing strategy that yields better results. And the reason for it? The content is much more relatable than a traditional advertisement. This advertising method has helped improve conversion rates and boost sales for digitally native vertical brands (DNVBs) looking for a way to make a name for themselves while up against the major competition.

Top-rated fashion brand Fashion Nova collaborated with female music artist Cardi B. in November 2018 with its "Party with Cardi" collection, which included a special event featuring the rapper and several other music artists, including Saweetie. It was so successful that items sold out within seconds! Not only did this mean major sales for the business, but it also led to a tremendous amount of organic user-generated content from those who managed to snag pieces from the event. In addition, since its successful collaboration with Cardi, the fashion brand has partnered with many other celebrities and mega influencers, including Teyana Taylor and Megan Thee Stallion. The brand has successfully built an empire by relying on influencer and user-generated content.

It's important to understand that IGC and UGC differ from one another, although both can bring tremendous value to your brand and business. Let's face it – influencer communities are often much more prominent. These people tend to have a massive following that occasionally consists of millions of people who care about their thoughts, feelings, and opinions, which is impressive. It's also great for brands that want to reach new people and target a massive audience. And when you choose to work with influencers, you will usually have more control over what they say in the content created, especially if you're paying them to do so. But UGC still has its perks. UGC is often cheaper and, at times, will cost you absolutely nothing.

Of course, you're probably asking yourself, "Which is better – user-generated or influencer-generated content?" The answer will depend on a few different factors, including the size of your business, what you sell, who you're trying to reach, and how much you can afford to spend.

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What is Influencer-generated content and why you should do it

• Influencer-generated content is any content created by someone with a following of a minimum of 5000 people (usually much more than that).
• By the end of 2022, the influencer marketing industry will likely have a value of $16.4B.
• Instagram is currently the most popular social media platform used for influencer marketing.

Source: Influencer Marketing Hub

When using influencer-generated content to advertise to consumers, you have the ability to get your brand's name out there. These individuals have thousands and, at times, millions of people following them who will see the content they've created. When you have them creating content where they're saying good things about your brands, it leads to more web traffic that converts. People will want to buy the items they saw their favorite influencer(s) discussing on social media. If you aim to get more people interested in your brand, it's a good idea to reach out to influencers.

American Eagle might not be new to the fashion industry, but the brand is bringing life back to its products and gaining more sales than ever due to its partnership with popular social media influencer Addison Rae. The company used Addison Rae to advertise its new line of Mom Jeans, which resulted in thousands of regular TikTok users posting themselves doing try-on hauls. The genius approach has benefited American Eagle, enabling them to use both influencer and user-generated content to their advantage to strengthen sales.

💙 Bigblue Tip: By providing a branded experience for customers with the help of Bigblue, Nutrivita boosted delivery satisfaction by 95%. Improving the experience often leads to better reviews and organic user-generated content that helps brands grow. Focus on doing what you can to bring joy and excitement to your clients to receive more user-generated content than ever.

Influencer-generated content may be the method to choose if you:

• Don't mind sending out products for free or paying influencers to post about your brand and the different products you offer.
• Are interested in reaching a targeted group of people who will feel more inclined to buy from you if they see someone they like talking about your brand/products.
• Want to start connecting with a new audience and want to do so with the help of a mega influencer with millions of followers.
• Hope to get high-quality content carefully created by influencers that you can post in various places, including your website and other social media platforms.

What is User-generated content and why you should do it

• User-generated content consists of any content created by a regular consumer who says something about a brand or its products.
• The average consumer spends over 5 hours per day watching user-generated content.
• 60% of consumers believe that of all marketing content available to them, UGC is most authentic.

Instead of paying out of pocket to get people to make content for you as you'd normally need to do with influencer-generated content, user-generated content comes naturally. People are more likely to create videos and posts on social media about their experiences with a brand when it's a genuinely good one. If you can exceed expectations, customers will look forward to generating content about your products and sharing that content with others. The best way to exceed expectations? Offer high-quality products and an incredible unboxing experience that will leave a better impression on your customers.

💙 Bigblue Tip: Provide custom packaging like FROM FUTURE to offer a pleasant surprise to your customers. The company managed to boost buyer satisfaction by 89% within just four months, meaning you have the potential to do the same!

Need an example of a famous UGC marketing strategy? Si Si La Paillette uses FAQs to create viral videos on TikTok. These videos work wonders for the company for several reasons. First, they’re responding to important questions that consumers have and want the answers to before they buy. However, they’re also creating valuable, insightful content and connecting with more consumers, which benefits the brand.

Use Si Si La Paillette’s Strategy to Get the Content You Need

One thing you might notice when you first start posting to platforms like TikTok is that consumers often have questions. Use this to your advantage, answering questions with video content that broadens your reach and helps your brand get more views. If possible, have influencers replying to some of these questions with their own video content, which will boost views even more. By using this effective marketing strategy, you can spend less and still see incredible results.

Check out how Si Si La Paillette uses FAQs from consumers to create content that goes viral on TikTok

User-generated content is likely the best option for you to choose if…

• You want to build a name for your brand but don’t have a big budget.
• You’re confident in the quality of the products you provide to your consumers.
• You’re willing to take steps needed to enhance the experience, such as improving the unboxing experience.
• It’s your goal to appear as relatable and authentic as possible when connecting with the consumers.
• You don’t care nearly as much about growing quickly as you do about building a solid community of loyal customers.
  

IGC or UGC: When to Use One or the Other

The decision may be tough when deciding which to use, user-generated or influencer-generated content. Both have their pros and cons and can help brands of all sizes make a name for themselves, even dealing with a lot of competition.

Of course, it comes down to what you can afford, working within your budget, and using what you feel will work best for your business model. Most importantly, it helps to know that you can use a little bit of both in your marketing strategy to achieve the best possible outcome. Plenty of brands are already combining both options to get the greatest return on their investment while boosting sales.

Check out this list of some of the pros and cons of each type of content to help you decide which to use for your next marketing campaign.🔽🔽🔽

✅ Pros of IGC

• With influencer-generated content, it's easier than ever to reach a larger audience because these individuals have thousands or even millions of people following them and paying attention to what they post.
• You have the option of choosing between different influencers. There are many of them, including nano, micro, macro, and mega influencers, willing to post about brands.
• Influencers with higher engagement rates who post about your brand can help you increase your follower count and boost traffic to your website, which results in more sales!

❌ Cons of IGC

• Engaging well-established influencers is not always easy, so reaching out to them directly might not work.
• It can cost you money to get influencers to create content about your brand and the products you sell. Some charge more than others!
• Some influencers are a bit controversial. It's important to choose the influencers you plan to work with wisely because you don't want to deal with the drawbacks of any controversy they might cause.

✅ Pros of UGC

• User-generated content is recognized as the most relatable type of marketing in existence. When people have someone like themselves talking about a product they love, it feels more like a conversation with a friend or family member.
• The content they create can help you gain more visibility for your brand. In addition, it can make your brand seem more authentic.
• When searching social media for different products, it makes it easier for consumers to come across content about your brand. As a result, they may choose to visit your social media pages or even check out your website to see what you're selling.

❌ Cons of UGC

• You're not guaranteed content from consumers, even if they loved the experience you provided to them.
• Not all user-generated content created is positive. For example, consumers might say something they dislike about the brand.
• Not all creators have large followings, so the chances of getting millions of people to see the content are smaller. However, it can still happen, especially on a platform like TikTok, where some of the most random things go viral (Chicken salad, anyone?)

💙 Bigblue Tip: Use a combo of user-generated and influencer-generated content to bolster your marketing efforts. Search for influencers with decent followings who typically share their thoughts and feelings about brands like yours! Connect with them and continue to provide an incredible experience to all to improve your chances of getting more user-generated content created.

To boost your website's conversion rate, you may have considered various strategies to improve user experience and increase customer engagement. One such strategy is product seeding, which involves giving away a company's products to influential individuals or organisations in the hope that they will promote the product to your target audience.

Here are five reasons why you should implement product seeding to your influencer marketing strategy to boost your CRO (Conversion Rate Optimisation):

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1. Increase visibility and brand awareness

Product seeding is a powerful marketing tactic that helps to increase visibility and brand awareness for a product or service. Putting your product/service in the hands of important influencers, bloggers, or social media stars can give you more reach and get significant attention for your business.

Product seeding allows you to demonstrate your product in actual conditions, allowing potential customers to observe how it would fit into their daily lives. It can be especially effective for products that are difficult to demonstrate through traditional marketing channels, such as beauty products, fashion accessories, or home decor items. For example, Maybelline frequently sends sample sizes of its products to influencers and bloggers for them to try and review. This creates buzz and interest in the brand.

Moreover, product seeding can help generate positive word-of-mouth marketing for your brand. When influencers or bloggers share their experiences with your product, their followers are likelier to view your brand as trustworthy and credible and to talk about it with their peers. This kind of word-of-mouth marketing can be powerful in spreading awareness of your product and making it more visible. It can lead to more people discovering your product and potentially becoming customers.

Adobe used product seeding by providing their latest software and tools to graphic designers and influencers to use and promote on their social media platforms. By targeting this type of influencer, the brand reached its target audience and increased word of mouth tenfold.

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2. Improve credibility and trust

Product seeding is essential to build credibility and trust, which are necessary for a successful CRO. Placing your product with influencers, customers, and prospects gives proof of its value and quality, resulting in greater trust with your target market.

Here are some critical ways that product seeding can help to improve credibility and trust:

• Third-party endorsements - Product seeding can help secure third-party approvals from reputable sources such as industry experts, publications, and review websites. These endorsements provide objective validation of your product's quality, can help to build trust with potential customers and are crucial for your product marketing strategy. For instance, Patagonia used product seeding by providing outdoor adventurers and influencers with their latest clothing and gear to use on their adventures and share on social media.

• Demonstrations and reviews - Product seeding can allow potential customers to see your product in action and hear about its features and benefits from people who have already tried it. Nike used product seeding by providing sports teams with their latest sports apparel and equipment to wear and use during games and practices. It helps build trust and credibility by providing tangible evidence of the product's performance and value. Product seeding also gives you customer comments on your product's usefulness and value, which build trust and confidence.

• Hands-on experience - Finally, product seeding allows potential customers to try your product for themselves, providing them with a hands-on experience that can help to build trust and credibility. By allowing potential customers to test your product, you can give them the confidence they need to make a purchase decision. Revlon regularly sends sample sizes of their products to customers who have signed up for their email list or participated in promotions. This allows customers to try the products before making a full purchase.

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3. Boost engagement and social proof

When you give away free product samples, you allow people to try them out for themselves without making a purchase. It can be incredibly compelling for potential customers, as it will enable them to see the value of your product firsthand. As a result, they are more likely to engage with your brand and share their experience with their friends and followers on social media.

Additionally, product seeding can help to increase social proof for your product. When influencers or key individuals try your product and share their positive experiences with their followers, it can help build trust and credibility for your brand. Influencers with a large, active fanbase can help increase the worth of your product in the eyes of potential buyers.

Overall, product seeding is an essential strategy for boosting your CRO because it can help to increase engagement and social proof for your product. By giving away free samples and leveraging the power of influencers and social media, you can create buzz and interest in your product, ultimately driving more conversions and sales.

💙 Bigblue Tip: Dermalogica uses Bigblue for their product seeding strategy

Dermalogica uses Bigblue’s gift-App feature to offer free products to their client’s orders. How does it work? Dermalogica can either establish conditions to add gifts (promo codes, purchase amount) or launch seasonal marketing campaigns to automatically offer a gift to each order on a given period.

👉 Discover Dermalogica’s success story

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4. Grow sales and revenue

One of the primary goals of product seeding is to increase sales and revenue for your business.

By placing your products in front of potential customers, you can showcase your brand and its offerings more engagingly and compellingly. It can drive traffic to your website and increase sales, ultimately leading to increased revenue for your business.

Another benefit of product seeding is that it can create a sense of exclusivity and scarcity. When people see that a product is only available to a select group of individuals, they may be more likely to want to try it for themselves. It can help drive interest and demand for the product, ultimately leading to increased sales and revenue.

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5. Increase customer loyalty and retention

In addition to increasing sales and revenue, product seeding can also help to increase customer loyalty and retention.

Collaborating with bloggers/influencers with dedicated supporters allows you to gain access to their fanbase and interact with prospective customers genuinely and dynamically. It can help build trust and loyalty with potential customers, leading to increased customer retention and loyalty for your business.

If you offer subscriptions, you could give your products to influencers or bloggers with a big following in your target market. It can increase brand exposure and drive traffic to your website, ultimately leading to more sales and increased customer loyalty and retention for your business.

Moreover, allowing customers to try the product before committing to purchasing it can build trust and confidence in your brand. Receiving a free sample can also create a positive emotional connection among the customers, leading to increased brand loyalty.

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In conclusion, product seeding is essential for leveraging your CRO strategy as it helps to increase brand awareness, drive traffic to your website, and generate positive word-of-mouth. Giving your product to influencers and experts to try and review allows access to their networks. It provides valuable input that can help enhance your product and promote it more effectively.

In 2021, Lululemon and Glossier successfully leveraged the power of product seeding by asking fitness influencers and beauty bloggers to advertise their activewear and skincare products on their respective social media channels. Implementing a product seeding strategy can take your CRO to the next level and improve the success of your brand.

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💙 Bigblue Tip: Check out the [Playbook] Product Seeding: The Key to Becoming an 8-figure Brand with Influencer Marketing for more details on using product seeding to boost your sales!

An effective way for e-commerce brands to extend their reach further than ever is to utilize influencer-generated content. Thousands of brands are taking this steadfast approach to boost efforts and ensure that millions of consumers can learn more about their brands and what they're selling. 

One of those brands is KISS Cosmetics. The famous cosmetic brand collected influencer-generated content from a makeup influencer with 13.6 million followers on TikTok. And how did it happen? Because the brand focused on collecting how-to and FAQ content from creators using its products on their favourite platforms.

Because 61% of consumers trust recommendations from influencers, influencer-generated content is, by far, one of the most incredible ways to get people interested enough in your brand and what you sell. If you're ready to reach new audiences and increase sales, earning more profit than ever, learn the top four best practices to leverage the power of influencer-generated content within your marketing strategy in this article. It won't take long for you to see the result of this modern, highly effective approach to marketing your e-commerce shop.

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1. Target micro-influencers

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• Micro-influencers typically have a minimum of 20,000 followers on their favourite social media platform and currently hold 91% of the market share.
• Mega influencers are just some of the ones who can help you garner attention from thousands of new people. Because micro-influencers tend to have great engagement rates, it's worth working with them, too!

Some brand owners are sceptical about influencer-generated content because they think they will need to reach out to mega influencers and face the possibility of rejection. After all, mega influencers often have millions of followers, meaning they're far more likely to turn down offers if they need more time or want to create content for a brand.

If you're feeling this way, don't stress over it. Instead of reaching out to people with millions of followers, go for the micro-influencers with around 20K followers. These people are building a name for themselves online and are often more willing to work with all kinds of brands. In addition, they're less likely to expect payment for their content and are more likely to appreciate the free product you're offering.

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_{Bigblue Tips
‍Find micro-influencers creating content that aligns with your brand's values. Connect with them, send free products, and watch the magic unfold as they begin creating content surrounding your brand and its products!}

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Recommended Tool: Create a community for your brand using WeWiink! The tool simplifies turning loyal customers into brand ambassadors who support your business. With a strong community full of supporters, you can quickly see an increase in overall sales.

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2. Use It on Your Website

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Use influencer-generated content on your website to gain credibility and appear even more authentic to consumers. Once you've sent out free products to influencers, it's a waiting game. But once the content starts rolling in, you will have more reviews, tutorials, and how-to videos for your brand than ever before. There are a few different ways to use the content generated by influencers on your website. 

You can do some of the following things:

• Place a special section at the top or bottom of your homepage that shows consumers who've used your products and uploaded the content using your brand's hashtag.
• Put a "See What Our Customers Have to Say" section on your site where potential customers can watch footage of others using your products and raving over them. The short-form content is engaging and relatable, which can help boost sales.
• Create an influencer section of your site with photos of influencers holding one of your products or supporting your brand. Consumers are more likely to trust your brand if they see others buying from it and using the products you sell. 
  

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_{Bigblue Tips
‍Post-influencer-generated content directly to your site to prove you're a trustworthy brand that provides high-quality products. People who see influencers using your products are more likely to buy them!}

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Like Impala Skates, you can create an influencer-friendly website that encourages more people to work with you. Some of the steps you can take when creating an influencer-friendly website include:

• Having a page for brand ambassadors to signup and agree to represent your brand
• Creating landing pages with promotional offers or influencer-focused events you're hosting
• Posting influencer-generated content across different pages of your website

Simple measures like this can make your brand appear more influencer-friendly, helping you connect with hundreds of influencers ready to collaborate with your brand.

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3. Use it in your FAQ content 

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Start collecting how-to and FAQ content that helps answer consumers' questions about your brand or products you've released. The reason it's best to collect this content is that it provides consumers with valuable information they may want or need to know before deciding to make a purchase. If you can answer questions they have for you, they're more likely to go right ahead with buying your products.

Si Si La Paillette is one of several brands using FAQ content to its advantage. In this TikTok video, you will notice the brand offering swatches of some of its products, which answers the question, "Are these pigmented?" It also gives consumers an idea of what the outcome will look like on their skin.

_{Bigblue Tip
‍Check out our Product Seeding Playbook: The Key to Becoming an 8-figure Brand with Influencer Marketing for details on using FAQs and how-to content to reel consumers in and get them interested enough to buy from your brand.}

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4. Use influencer whitelisting & dark posting

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Don't forget to use a combination of influencer whitelisting and dark posting, two techniques that have helped hundreds of brands reach new audiences.

In case you missed it, whitelisting is a process in which influencers allow brands access to their social media solely to post advertisements to specific audiences. While it's less user-friendly than influencer-generated and user-generated content, it still gets impressions. It can even earn a return on investment by appearing more credible because you're connected to social media influencers that people trust.

Can people tell these are advertisements? Yes! But they're still more likely to pay attention if they see their favourite influencer's name. ROWSE, one of Bigblue's clients, has implemented influencer whitelisting into its Facebook advertising strategy, which helped reduce its CAC by 30% while boosting its ROAS by 5x. That means you can have the same success with your e-commerce shop.

Along with whitelisting, dark posting has become increasingly popular. In this case, social media ads appear in the news feeds of specific users but won't appear on the influencer's profile page or news feed. A dark post can appear as an advertisement for people following the brand or the social media influencer. Still, it also tends to appear on those targeted to see the ad based on their demographics, such as location and age range. While most people will know dark posts are advertisements, they're still an effective way to reach the right audience, helping them discover your brand and products.

Global Ecommerce: How to Expand into Foreign Markets

If you own a successful D2C brand, now is the time to think about foreign markets and focus on global e-commerce growth. You will have the opportunity to connect with millions of new consumers from different countries strengthen your brand's promise, and drastically increase your profits.

Gymshark has leveraged social media platforms, including TikTok and Pinterest, to help facilitate growth and become an expanded brand. In fact, 17.3 million Gymshark workout videos were watched during the company's workout-style campaign, ultimately helping increase awareness and boost sales for the brand.

When you initially started your brand, you probably sold solely to customers in a specific market. However, if things are taking off and you've had many people from other countries express interest in buying your products, you can begin reaching out to foreign markets and gaining new loyal customers across the globe.

If you're ready to broaden your reach to international markets, take the following actionable steps to see the most incredible results.

1. Identify international market potential

The first step to global e-commerce growth is identifying the international market potential for your business. You need to know if the possibility of selling to thousands of people exists to ensure it's worth expanding to other countries outside your country of origin.

So, how can you determine the potential to serve clients outside your country and in several other countries worldwide? Take the following steps:

Step 1. Start researching the market

Take the time to do extensive research on your niche and how people in other countries feel about the types of products you sell. Try to find out if you would have any possible competition in some of these foreign markets and then see what they're doing. You may notice a definite need for the products you're selling, with little to no competition to deal with in certain countries, which provides you with an excellent opportunity to reach those consumers and profit from selling to them.

Step 2. Select your priority markets

If you're looking to expand to several markets worldwide, decide where to start. You may notice that the demand for the types of products you sell differs from country to country, with consumers from some locations being more likely to invest in what you sell than others. Prioritize by market size based on your vertical for the products you sell and your competition. Keep in mind any friction involved in entering the market.

The European Market consists of 27 countries with a value of € 14.5 trillion. Some countries have a bigger market than others. For example, France falls in seventh place in the e-commerce market, valued at $66.9 billion, while the UK takes fifth place with a GDP of $3.2 trillion.

Once you've gathered enough information to give you an idea of what to expect when expanding to global markets, you can decide which markets are worth it and which ones aren't. Then, if there is a demand for your product in all the countries you've researched, you can begin taking the steps needed to experience global e-commerce growth.

2. Benefits of international expansion

The benefits of international expansion are great. However, these are only some reasons to consider going global with your business.

• Your e-commerce business can flourish - When you initially started your business, you may have dreamed of earning thousands of dollars each month while catering to the needs of millions of customers across the country and worldwide.
  

Cosmetic brand Lush, known for its amazing bath bombs, leverages the power of user-generated content on different platforms. Because 55% of consumers prefer UGC over any other advertising option brands use, Lush has decided to use this content to garner more interest in the products it sells. Customers make videos of themselves using the products, including Lush's signature face masks, and then tag the company, helping them generate more UGC than ever!

• You will have the opportunity to increase your earning potential - Selling to more people means making more money in the long run. With global expansion, you can increase your earning potential while making a name for yourself internationally.
  

• You can broaden your reach and connect with people from different countries - Expanding to international markets can help you reach more consumers. You can strengthen your brand, connect with new people from these foreign countries, and begin bringing your brand vision to these new markets. As a result, you can grow and strengthen your community while gaining recognition as a brand that cares about consumers by delivering high-quality products.
  

• You will run a more diverse business that will capture more attention from consumers worldwide - Expanding to international markets means running a more diverse and inclusive business. Consumers from other countries often feel discouraged when they learn that products they want to purchase aren't available to them because of their location 55% of consumers abandon their carts if they feel the costs are too high. This is often the case when expanding to international markets and shipping internationally, with shipping costing much more than it would if consumers bought locally. The average consumer expects to buy from companies that accept their local currency. By having a multi-currency e-commerce platform, you can cater to the needs of your international clients.
  

Because of these benefits, expanding to an international market makes sense and could be a genuinely profitable decision for you to make.

3. Challenges of international expansion

While there are many benefits of international expansion, this doesn't come without a few challenges you will need to overcome. The good news? The opportunity is big enough to make it worth it. Best of all, these challenges are simply roadblocks, but they’re not impossible to overcome if you prepare well enough.

These are some of the following changes that business owners typically deal with when working on international expansion:

1. Local regulations - You will need to learn about local regulations before you sell products to consumers in other countries outside your country of origin. Commerce regulations differ from country to country and typically lay the foundation for whether you can sell in a specific country or not. You need to find out critical information, such as whether you will need a VAT. You will also need to know if it’s necessary to open a local company and, if so, how long that will take and how much that will cost you.

It would also include the details you'd need to add to your terms and conditions to remain compliant. Because commerce regulations aren't quite the same in different countries, you will need to take the time to learn about the rules and regulations in each country you plan to serve. If not, you could run into compliance issues, which may complicate things and cost you in the long run.

2. Localisation - Connecting with an audience may seem challenging when the people you're reaching out to in other countries don't speak your native language. It's why localisation is such a big deal.

Language barrier is one of the biggest obstacles to overcome. 40% of global consumers won’t buy products from sites in other languages. You need to have a site that translates well for consumers from foreign countries. If it doesn't make sense in their language, they won't want to stay on your website, which can result in you losing the opportunity to build that connection with them and entice them to buy products from your site. Focus on localization to meet the needs of these consumers and show them that you've put forth the effort to build a site that translates well for them.

3. Logistics - Before successfully becoming an international brand, you need to figure out the logistics, including which service providers to use and how to get your items from your country to the next as quickly as possible. After all, you don't want to make your customers wait months to receive their merchandise, but you must also ensure you're following these countries' rules and regulations.

Learn the legal requirements of the countries you plan to ship products to and details about customs, with most packages from other countries going through customers before customers can receive them. Do your research to find the best way to ship these products to get them to your customers as quickly and efficiently as possible, and be transparent about shipping speed so that the consumers know what to expect before placing an order.

Consumers in the UK are susceptible to delivery times. 70% of UK consumers won’t buy from a brand if they’ve heard others share negative delivery experiences. In addition, carrier options are important. 87% of UK consumers agree that having different delivery options available to them is a deciding factor in whether they will make a purchase or not.

The key is to offer a delivery experience that matches with local delivery tendencies, whether consumers are used to receiving their goods in 24-48 hours or not. Keep in mind that shipping locally will cost less than shipping internationally. It can save you and the consumers up to 101%! Bigblue offers a convenient option for selling internationally.

5. Payment methods - Not all payment methods are created equal across the board within global markets. For example, while credit cards and digital wallets were considered the preferred method of payment for consumers in the United States in 2020, that wasn't the case for consumers in different countries, with mobile wallets such as ApplePay and PayPal taking the lead as the preferred method of payment for consumers in 2020. In fact, on a global scale, credit cards only accounted for 23% of e-commerce purchases. Because preferred payment methods differ from country to country, it's crucial to research and accept payment options that consumers in different countries will use and appreciate when buying from your business.

4. The 5 most attractive European e-commerce markets

The European market is massive, making it quite attractive. The European Market has a value of € 14.5 trillion. Luckily for you, the EU simplifies things so much in terms of regulations and currencies, that’s why localisation and adapting your market to the local languages is the biggest challenge. However, if your goal is to expand to some of the European e-commerce markets, these are some of the most attractive options.

UK 🇬🇧

The United Kingdom is home to 67 million people and has a massive economy worth € 14.5 trillion. Despite Brexit, the UK is a no-brainer option for brands interested in tackling the European market.

But what is it about the UK market that makes it so attractive? Not only is it massive, but UK consumers are highly sensitive to the delivery experience. These consumers typically have higher expectations, so if you can meet or even exceed those expectations, you can set yourself up on the right track for success and gain many new loyal customers.

There are a few other advantages of selling to the UK market. The UK has a simple taxation system in place, so you don't have to worry as much about dealing with taxes that have skyrocketed. The UK is known for welcoming businesses of all sizes, including international companies that sell to consumers on a global scale.  

The UK market is a gateway to connecting with European countries and further developing your brand. Best of all, there is no language barrier for English-speaking brands. If you need more information, be sure to check out Bigblue’s step-by-step playbook that covers the details you need to know to open your e-commerce shop in the UK in as little as eight weeks!

Germany 🇩🇪

If you're considering selling to a targeted audience in Germany, you're in luck because the country has the fourth-largest economy in the world and has an e-commerce value of US$ 141.20 billion. You would have the potential to reach millions of people with creative marketing campaigns that resonate with the German audience.

Known for its more robust economy, the average consumer in Germany earns a relatively stable income and would be more likely to easily afford the products you're selling. In addition, many residents of Germany spend more than consumers in other European countries.

France 🇫🇷

France is another country with an excellent market to consider targeting with your e-commerce business. Of all the economies within the European nation, France is one of the largest, coming in at second place. It’s valued at US$66.9 billion.

France is a pro-business country with consumers who often take time to do research before buying products to ensure they're well-informed. If you can connect with this audience, you have the potential to build a loyal pool of consumers. Bigblue has four warehouses in France with unique processes for specific industries, including fashion, wellness, food, and beauty brands, and is capable of shipping to all European countries.

Spain 🇪🇸

Spain's market size is massive, with a GDP of $1.390 trillion. The e-commerce market size is valued at $27.2 billion, meaning there is plenty of potential to reach your targeted audience by connecting with Spanish consumers.

The advantages of expanding to Spain's market are tremendous. It has a blossoming economy that remains strong, and it's also known for its excellent infrastructure. In addition, the people of Spain tend to appreciate, more than anything, the opportunity to connect with brands and businesses. Most Spanish consumers care more about the connection brands are willing to make with them, prioritizing that over the cost of a product.

Italy 🇮🇹

Italy takes the eighth spot among the world's largest economies. While this may not sound like a big deal, Italy's economy is the fastest-growing e-commerce market in Europe, so it's worth targeting its consumers. More than 59 million people live in Italy today, many of whom are willing to buy products online from companies they believe they can trust, even if those companies are located elsewhere. It has an e-commerce market size valued at $36 billion in 2020.

Italy has a reputation for innovation, with consumers often willing to make online purchases if it means getting what they need at fair prices. If you can offer impressive products that benefit these consumers and provide them with reasonable rates, they will feel more inclined to do business with you.

In a world where user-generated content is quickly becoming the preferred method of advertising for many brands, you're probably wondering what it is about this content that connects best with the audience. While there are many ways to make content for a brand, viral unboxings are one of the most popular types of UGC.

Consumers make videos of themselves unboxing the products and showing off the packaging and the products inside before going over additional details. Many of these unboxing videos go viral, which helps companies boost sales without paying for additional advertising.

So, what is it about a good unboxing that boosts sales? There are a few things that resonate with consumers and keep them interested enough to say to themselves, “I want to have the same experience. I need these products!”

• Unboxing videos are exciting. People love the idea of surprises and want to see what types of things are in the box!
• Good packaging makes such a difference. If consumers see this neat packaging that looks like something they’ve never experienced before when ordering, they will feel more inclined to buy from your brand.
• It’s fun to see how others react to products they’ve purchased. Most consumers agree that watching people open their goodies, share their excitement, and then talk about what each product does makes them feel more motivated to buy from that brand.

Personalisation - the key to viral unboxings

Personalize your packaging to set yourself apart from other brands. Don't just do what everyone else is doing. Instead, take things a few steps further to get an edge over the competition. For example, your effort in creating a better unboxing experience will leave more customers feeling inclined to post videos of themselves unboxing the products they've ordered from you.

Try some of these personalization tips to WOW your customers and encourage them to buy more from you:

• Use eco-friendly packaging. Most consumers care about reducing waste and positively impacting the environment. Using sustainable packaging can leave a better impression on your customers if you take the time to use sustainable packaging.
• Choose colors that represent your brand. Instead of sticking with primary hues, use brighter shades that represent your brand and stand out. Pastel pink, sky blue, and even lime green are excellent colors that truly stand out. Of course, adjust the color scheme to your liking based on your brand's image.
• Keep it simple. You want to impress with your packaging, but you also don't want to make customers go through a bunch of wrapping paper and wasteful packaging to get what they need. With that in mind, keep it simple to leave a better impression.
  

The key to getting those viral unboxings that boost sales is to focus on personalization, creating a remarkable experience that consumers want to discuss with everyone, such as their friends, family, and followers!

The Unboxing TikTok trend and how to use it to your advantage

Have you seen the unboxing trend on TikTok? People post videos of them unboxing all kinds of goodies from hundreds of different brands, both big and small! The number of Unboxing videos on the internet have grown by 57% in a single year… What does that tell you?

Unboxing videos have become one of the best types of user-generated content for brands to use. Consumers get excited to see people unpacking their items and showing them off. It lets these individuals know what they would expect when ordering these same items or other types of items that your brand sells. In addition, the unboxing experience gives consumers insight into how a product looks, feels, smells, and so much more.

You can take your preferred approach to this content to reap the advantages that come along with viral unboxing, including an increase in sales.

1. Simple unboxing

Simple unboxing can gain and keep the average consumer's attention. The video may include a person talking about the packaging details before pulling out each of the different items inside the box or container. Most will briefly discuss each product, including the purpose of that product and what it can do before moving on to the next item in the box.

An excellent example of this?

Consumers who unpack items purchased from beauty brands. A makeup kit might include lipstick and other essentials, such as foundation, concealer, and blush. Consumers often show swatches, talk about the pigment, or even apply a bit of makeup to see how it looks on them. If it looks good, consumers will want to buy it because they will want to experience the quality of those products firsthand after seeing the person in the video talking about them.

Need some inspiration?

Popular backpack brand Cabaïa is benefiting tremendously from user-generated content, including viral unboxings. Using this content in their advertisements, they've gained 30K likes and thousands of shares in a single advertisement. And why is that? UGC-based ads receive 4x higher click-through rates while costing significantly less.

What are they doing right?

If you check out the video, you will see an enthusiastic customer opening the package containing her new Cabaïa bag. The video includes a small bit of text that says, “It’s here 😍." Naturally, this is going to capture someone's interest. Viewers will pay attention to the video within the first few seconds of coming across it.

Next, the person in the video continues to gain viewers' interest by talking about the neat surprises in the box, including a thank you note from the company, which shows they appreciate their customers. She manages to get to the point and even includes the benefits of the product within a short-form video that consumers can understand.

Want to make your mark and get unboxings like this?

Include a custom letter to every parcel sent to customers with a call to action that encourages them to share their unboxing on social media while tagging your brand for a special discount! You will get plenty of people ready and willing to make the kind of content your e-commerce needs to thrive and survive. It won’t be long before you have all the unboxing content you want and need for your brand.

2. TikTok trend unboxing

The TikTok unboxing trend has become incredibly popular within the past several months, with more consumers getting in on the fun and creating videos of their own. With this trend, customers who've bought from brands film videos of themselves going over the details of the products from their purchases, usually emphasizing at least three of those products. They will also mention how they wish they had found the brand sooner and why.

If it's a makeup brand, the user might say, "I wish I would've known about this brand months ago because the foundation is a perfect match with my skin complexion! Oh, and the rest of their products are so high-quality that I love them."

Saying different types of things like this can encourage other consumers to buy from that brand. While the verbiage may change from one consumer to the next, the idea behind the unboxing is the same – it gets more people interested in the brand and its products.

Most consumers following this trend go into detail about what they love most about these products. And the consumers love hearing about it. If they think someone is relatable enough, they might feel like buying those same products would benefit them too.

And how can packaging help you get more UGC?

Packaging can help you get more user-generated content because of the impression it makes. If someone begins opening the packaging and loves all the little details and the effort that went into it, they will naturally feel more inclined to pull out their phone and record a video of themselves unboxing everything.

Bigblue makes it easier for brands like From Future to provide a one-of-a-kind, premium unboxing experience with custom-tailored packaging designed to meet your brand's needs.

Every brand has its own style, so it's important to express that style through packaging. It will set your brand apart from others and help you add something of value to the unboxing experience. In addition, you can make it even more enjoyable by providing your customers with special offers, including coupon codes and discounts for creating unboxing videos that they will use to make even more purchases. What brand wouldn't want that?

3 examples of viral unboxings

Check out how some of these incredible brands are getting the viral unboxings they need to boost sales.

1. Dermalogica

Dermalogica offers a fully enhanced and unique unboxing experience powered by Bigblue that has helped the brand increase its sales revenue. Altering their unboxing experience to provide something unique and spectacular helped boost buyer satisfaction by 94%.‍

2. From Future

FROM FUTURE started offering its customers a unique unboxing experience that enabled them to get their high-quality cashmere pieces in pristine condition, thus resulting in an 89% increase in buyer satisfaction within a little less than months!

3. Lashilé

Lashilé Beauty has a special section on its website dedicated to reviews from customers. It encourages customers to provide videos and photos of their unboxing experience for others to see, which in turn helps the brand gain more attention and be viewed as a more authentic brand