Empowering Beauty: UGC, Shoppable Video, And Consumer Engagement

How UGC Video Impacts Beauty Sales

The beauty industry is undergoing a profound transformation driven by the power of social media and influencer culture. Consumers are no longer passive recipients of beauty trends; instead, they actively participate in shaping and celebrating diverse expressions of beauty.

This shift is fueled by the rise of user-generated content (UGC) and the seamless integration of shoppable videos, which have revolutionized the way beauty products are marketed and consumed. In this article, we delve into the evolving landscape of the beauty industry, exploring the pivotal role of influencers and shoppable videos in driving revenue and shaping consumer preferences.

Research by Bazaarvoice found that 74% of consumers trust shopper content more than brand-provided content on a product page. This research has major impacts on the beauty industry, where there is an excess of great User Generated Content (UGC) video, which can impact conversion rates on product pages.

Let’s look at the why and how of UGC video.

Why UGC Influences Buyers

Trust – Trust is a major part of the reason why UGC video works to influence people. Recent research in the US found that 70% of users said they were more likely to buy products recommended by influencers.

Authenticity – Through the exhibition of genuine real-life experiences, UGC fortifies brand authenticity, encourages interaction, and positively shapes the perceptions of potential buyers. Furthermore, sharing and interacting with UGC not only extends the brand’s reach but also cultivates a devoted and engaged customer community.

Psychology of Buying – Thin-slicing is a cognitive approach centred on key information cues, often social in nature, and a collection of simple yet astute mental shortcuts to facilitate intuitive decision-making. Experts have pinpointed various mental strategies that shoppers employ to interpret thin-sliced data. Social shopping tools can help capitalize on these biases and increase the likelihood of purchasing behaviour.

Parasocial Relationships – This psychology concept is best explained by Dr Jenna Drenten from Loyola University Chicago:

“Parasocial relationships between consumers and influencers have become a key driver of purchase intention. Influencers commit to putting their followers first and to cultivating communities of consumers with shared passions and interests. In turn, consumers look to influencers for credible recommendations and honest product reviews. Parasocial relationships remove friction from the purchase process by saving consumers time and making influencers the go-to experts.”

This means that by offering UGC videos on your product page, you are linking the peer advice from influencers to the exact location where they will make the purchase, thereby reducing friction and increasing the likelihood of a completed sale.

Community – Being part of something bigger than themselves, people derive fulfilment from belonging, and generating UGC enables them to become integral members of your brand’s community. This plays a significant role in enhancing brand loyalty and affinity, particularly in industries like fashion or beauty, where brand loyalty holds considerable importance.

Social Proof – Another psychological concept, social proof influences individuals to follow the actions of others. UGC video epitomizes this concept perfectly. When prospective customers see existing customers expressing excitement, joy or happiness with a product, they are inherently more inclined to explore it themselves.

How UGC Influences Buyers

Streamlining Buyer Behavior– Incorporating influencers into social media strategies has become exceptionally potent, thanks to the organic evolution of social selling. When users encounter a product featured on an influencer’s feed, they can seamlessly navigate to a purchase page within the app, streamlining the buying process.

Linking Online Behavior to Duration on Social Media – Gen Z is more likely than any other generation to purchase a product after watching a review from an influencer they follow, per November 2022 data from Deloitte. More research from Later carried out in February 2024 tells us that 35% of Gen Z spend 4 hours a day on social media, compared to just 19% of the general population. Similar to browsing in a traditional store, the longer people spend exploring products, the greater the likelihood of them making a purchase. Gen Z is more likely than any other generation to buy a product after watching a review from an influencer that they follow.

According to DMNews, Millennials are the biggest content drivers, contributing over 70% of all UGC. Millennials believe that UGC is 35% more memorable than other media. The more content you give Gen Z and Millenials, the more likely they are to purchase after viewing, especially videos from influencers they follow, like and trust.

Social Selling – Social shopping differs from traditional eCommerce by seamlessly blending purchasing and selling into everyday routines, fostering genuine community and connectivity. Its objective is to revolutionize the shopping experience, enabling individuals to engage in the global economy as consumers, creators, influencers, and sellers in innovative ways.

Influencers hold substantial sway over consumer behavior and purchasing decisions. As social media platforms like Instagram, YouTube, and TikTok continue to grow, influencers have become key figures in setting trends, endorsing products, and driving sales.

In the beauty industry, influencers are especially valuable due to their ability to genuinely connect with their audiences. They often share personal experiences and demonstrate the effectiveness of various products, which builds trust among their followers. This trust leads followers to be more inclined to try the beauty products that influencers recommend.

User-generated content (UGC) plays a critical role in the success of beauty products. In fact, 93% of marketers agree that consumers trust content created by other customers more than content produced by brands. Essentially, people trust people.

The incorporation of UGC videos has transformed the shopping experience for beauty consumers. These videos enable viewers to purchase featured products directly from the content, without ever leaving the platform. This seamless shopping experience not only adds convenience but also encourages impulse buying, ultimately increasing revenue for beauty brands.

By leveraging influencers to produce engaging content, beauty brands can effectively connect with their target audience, boost engagement, and drive sales. According to Salesforce, visitors to websites featuring UGC galleries spend 90% more time on the site. In our pilot programs with leading beauty companies, we’ve observed a similar trend, with the average time on site significantly increasing. This rise in engagement contributes to revenue growth as well.

Influencers act as powerful brand advocates, extending the reach and impact of beauty brands. Meanwhile, shoppable video offers a smooth, direct path to purchase, positively influencing revenue within the beauty industry.

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Zellor provides a simple way to put shoppable video content on your product page. See our Shopify App site for more details, including a tutorial on how to get your shoppable videos live in 90 seconds! Talk to us today at [email protected]