● Marketing
UGC (User Generated Content)
Content created by users themselves (reviews, photos, videos, testimonials) published spontaneously or at a brand's invitation.
Full definition
User Generated Content (UGC) refers to any content produced by consumers rather than the brand itself: written reviews, star ratings, product-in-use photos, unboxing videos, social media testimonials, and product page Q&As. This content is perceived as more authentic and credible than brand-produced messaging, because it comes from people with no direct commercial interest.
In e-commerce, UGC plays a decisive role in purchase decisions: industry studies show that 79% of consumers say UGC significantly influences their choices, compared to 13% for brand-created content. It reduces perceived risk, overcomes objections, and creates a social proof dynamic. The higher the volume of UGC, the greater the trust buyers place in the brand.
Customer reviews are the most structured and actionable form of UGC for online retailers: they are indexed by search engines (rich snippets), can be distributed to third-party platforms, used in advertising campaigns, and analyzed semantically to identify the strengths and improvement areas of an offer. Collecting reviews means building a strategic UGC asset for the brand.
Concrete example
A premium kitchenware retailer launches a UGC collection campaign after each purchase: it invites customers to share a photo of a dish made with the product, alongside their written review. Within three months, it collects 1,200 written reviews and 340 customer photos. This content is integrated directly onto product pages and into prospecting emails.
The conversion rate on product pages enriched with UGC increases by 24% compared to pages without customer content. Acquisition costs decrease as customer photos replace some professional photography shoots. UGC has become this retailer's top content producer, ahead of its creative agency.
With Review Collect
Reviews collected by Review Collect are by definition high-quality UGC: authenticated, dated, tied to a verified purchase, and available at volume thanks to a 40% conversion rate. Each review collected is an asset immediately usable on Google, Trustpilot, Avis Vérifiés, and your product pages.
Review Collect's semantic analytics transforms this raw UGC into product intelligence: sentiment signals, frequent verbatims, alerts on recurring dissatisfactions. Brands like Delsey Paris and The Bradery rely on this structured UGC flow to continuously refine their product pages, campaigns, and customer service.
