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Consumers trump marketers in the battle for buying influence

Austin, Texas – If your brand’s consumers aren’t taking photos of how they decorate with your products IRL, it’s time to step up your game. A new survey of more than 7,000 global shoppers found that the power behind brand marketing has shifted from B2C to C2C.

According to Bazaarvoice’s annual Customer Experience Index, shopper-generated content beats brand-generated content in influencing purchasing decisions. In the United States, 71% of consumers say photos of other shoppers on a product page make them more likely to buy a product.

While 53% of Americans want brands to use both professional photography and user-generated content (UGC) when showcasing products, 54% said UGC makes them more confident in their decision. purchase than professional photography (46%). Half said they would still buy a product if there weren’t professional photos of the product on the product page.

Other key points from the survey:

  • 69% of consumers were inspired by social networks to make a purchase.
  • Some pandemic shopping habits persist; 64% said a hybrid of online and in-store shopping has been their primary way of purchasing products over the past six months.
  • Half of Americans say they won’t shop on social media until 2021. But now 47% shop on social media once or twice a month, up from 38.5% in 2021.
  • 54% said they would be more likely to buy on social media if they could just click on the post to make a purchase.

“What was once business-to-consumer marketing is now becoming consumer-to-business and in some industries is already transforming into consumer-to-consumer as consumers value and trust what other shoppers are saying about a brand. and its products more than branded content,” said Zarina Lam Stanford, CMO at Bazaarvoice, a provider of product reviews and user-generated content solutions.


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