Seven seconds. That’s all the time that you have to make a lasting first impression.
And in today’s digital age, what's more representative of a brand then its website? In fact, research shows consumers are even quicker to judge a website, taking only 0.2 seconds. 75 percent of this judgment is based solely on web design and visuals.
Today, most businesses still rely on in-house or agency-led teams of photographers, project managers, and models to source content for their websites. Like camera film, this process hasn’t kept up with the times. It can’t deliver the volume, speed, or authenticity that modern marketing organizations demand.
Consumers want to see visually pleasing, authentic content from brands. This is why many brands are turning to influencers and online communities of content creators to generate tons of content at a volume and value never before possible.
Not only is influencer content quick and affordable to produce, it also makes brands’ websites more relatable. Shoppers look to cues from people they trust before making purchases. Stale, corporate-feeling websites devoid of images of people can raise red flags. Showing user reviews and ratings on products can help, but Nielsen found that influencer content is even better: IGC had an 88 percent greater impact on increasing brand affinity than even user reviews.
A full one-half of all brands repurpose influencer content on their website in some form including:
- Header images
- Native ads
- Customer stories
- Guest posts
- Videos clips
- Audio clips
- Product walk-throughs
- Support videos
Here is how three brands have repurposed influencer content to boost conversions.
Reef provides real-life examples of product use
People see, people do. From unboxings to tutorials, customers love to see how products work for real people. No matter if you’re on online retails your selling software, influencers can increase web conversions by showing how products are used.
Reef, a shoe and apparel brand, uses influencer content on its product pages to show shoppers how real people style their designs. In comparison to branded content featuring models, the IGC on this landing page can generate a high level of clicks and conversions because it comes from real fans of the brand and shows online customers how real people wear Reef.
Take it a step further by featuring unboxing and walk-through videos from influencers on your support pages.
Interior Define adds contextual content
One of the best things about using influencer content on your website is that it gives potential customers plenty of real life examples of how your product will look in a variety of different situations.
Interior Define, a furniture brand, saves content creation costs by leveraging diverse influencer content on their website. Because each influencer has unique interior design taste, the brand is able to provide shoppers with images of their furniture in a variety of different homes.
Limitless Coffee humanizes its product
Influencer content displays people who look like consumers with an added aspirational flair. Influencer images work great as headers, banners, testimonials, and customer stories. You can feature them in articles, videos, audio clips, or have the influencer guest post.
Limitless Coffee features influencer content on its header to showcase how real people incorporate its drinks into their everyday lifestyle. This aspirational content combined with necessary product shots throughout the site encourage brand recognition and boost brand affinity.