When it comes to User Generated Content, there are several platforms that offer images to retailers. The most known platforms include Pixlee, Olapic, Photoslurp among others. Each platform provides considerable benefits to online stores, however, online fashion retailers benefit more from curated content.
In order to compare the benefits of different UGC platforms, we have to look at who produces the content, product coverage percentage, and the overall business impact.
Who Produces the Content
The conventional way to obtain UGC is to motivate consumers to upload images. Timberland, for example, encourages customers to tag them on their Instagram posts with the benefit of being featured on their website.
Just like Timberland, UGC platforms obtain images from the everyday user. One benefit from this approach is that the retailer will have plenty of authentic images to choose from,
Bllush’s approach consists of working with a community of local influencers and creators. By enforcing a strict quality standard, Bllush is able to provide retailers with professionally produced images. Images that are low quality or cropped are filtered out.
One thing to consider is the role of the retailer. If the content is produced by the everyday user, around 95% of the images are “off-brand” which forces the retailer to manually curate the content. When the content is produced by micro-influencers, the images will be more relevant. Retailers are able to save time and resources by not manually reviewing the content.
Product Coverage Percentage
Another important aspect of UGC platforms is the product coverage percentage. More than ever before, retailers are looking for user content that covers the majority of their catalog.
Bllush is able to cover 80% of products because of its community of micro-influencers. From red gym shorts to a blue dress, Bllush’s image bank covers most fashion items.
Other platforms cover around 3% of products. This percentage is lower because not all of the images are relevant to the retailer, and the majority are low quality.
The business impact can be determined by looking at the conversion rate after implementing the user content and any revenue increase.
For UGC platforms like Olapic, conversion rate lift is around 20%. After the user content is implemented, revenue increases by 0.6%.
In the case of Bllush, the conversion lift on a product page after adding user content is 12%. The total revenue increase of 9.6% is due to covering a wider range of products compared to other UGC platforms.
All UGC platforms believe in the power of user content, but their approaches are different. For retailers looking for content from everyday users, Olapic would be appropriate. However, for retailers looking for content from micro-influencers that cover the majority of their products, Bllush is more beneficial.