Content: Optimising User-Generated Content for eCommerce Marketing Success with Jameela Ghann, Fera (episode 184)

by April Buencamino-dy

Jameela Ghann is a fount of knowledge when it comes to UGC and content marketing for eCommerce stores. As marketing and partnership manager at Fera, she spends her time helping over 35,000 brands manage their reviews across all their review platforms.

Jameela Ghann Fera Content Marketing

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Dive in:

[03:09] Why should brands care about UGC?
[05:28] Video builds trust and showcases products effectively.
[06:15] Create engaging unboxing experience, seek video reviews.
[09:12] Seeking permission to use UGC.
[11:32] Brands should follow legal requirements for influencers.
[13:53] Honesty and moderation required for posting reviews.
[15:51] 1-star reviews can help!
[17:32] When to ask for reviews is also key.
[19:05] Jameela’s Insider Tips!

The Power of User-Generated Content

User-generated content is important for eCommerce for a couple of reasons.

  • One, it’s cost-effective. Customers willingly generate it for free.
  • Two, it serves as a powerful tool to connect with the audience.

The authenticity of UGC makes it relatable, helping to establish trust and engagement with potential customers. For these reasons, Jameela encourages brands to use UGC in their content marketing strategy.

Ethical Considerations and Legal Compliance for UGC

Jameela stresses the importance of transparency and honesty when it comes to UGC. Despite the terms and conditions granting the right to use UGC, Jameela advocates for ethical practices. She recommends brands reach out to users for permission, fostering transparency and trust. For paid content, there are also legal guidelines that must be followed. Fera ensures compliance by prohibiting fake reviews, disallowing the suppression of negative reviews, and mandating disclosure for paid reviews.

Strategic Use of Video UGC in Marketing

Social platforms now focus on video content, making video UGC crucial for visibility. Video instills greater trust than text or photos. It also offers a more authentic portrayal of products. Brands can encourage customers to create video content through incentives. An exceptional unboxing experience can also naturally lead to customers sharing video content. These types of videos are popularly repurposed for ads, making brands more relatable and enhancing reach. By incorporating UGC into marketing strategies, businesses can make their brands more relatable and trustworthy.

Plus hear our Jameela’s Content Marketing Insider Tips in the episode right now

Interview Links

PLUS Jameela’s social media links

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