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How to Use User-Generated Content According to Science.

As consumers, we are more likely to trust and purchase from brands that have positive reviews and recommendations from others. This is where social proof comes in. Social proof is the psychological phenomenon that occurs when people conform to the actions of others because they believe that those actions are the correct ones. In marketing, social proof is the concept of using customer testimonials, reviews, and user-generated content (UGC) to create trust and credibility for a brand.

For outdoor brands, social proof is essential because many consumers rely on reviews and recommendations when making purchase decisions. With the rise of social media, user-generated content has become a valuable tool. Outdoor brands can now showcase their products and services through the eyes of their customers. UGC can be photos, videos, or reviews that customers share on social media platforms such as Instagram, Facebook, and Twitter. When potential customers see UGC, it can build trust and credibility for the brand, leading to increased sales and customer loyalty.

One example of an outdoor brand that uses social proof and UGC effectively is REI. The company has a dedicated page on its website for customer reviews and ratings for its products. Additionally, REI encourages its customers to share photos of their outdoor adventures on social media with the hashtag #OptOutside. These user-generated photos are then displayed on REI’s website and social media platforms, showcasing the brand’s products in real-life scenarios.

Outdoor brands can also leverage social proof through influencer marketing. Influencers are individuals with large followings on social media who can help promote a brand’s products to their audience. Influencer marketing is effective because it uses the social proof concept. When a brand partners with an influencer, their followers see the endorsement, creating trust and credibility for the brand. Influencers can showcase the brand’s products in real-life scenarios. That creates a sense of authenticity that can be challenging to achieve through traditional advertising.

One example of an outdoor brand that uses influencer marketing effectively is The North Face. The company partners with outdoor enthusiasts and athletes who showcase the brand’s products in real-life scenarios. The North Face’s Instagram feed is full of user-generated photos and videos featuring its products, making it clear that the brand is dedicated to supporting and empowering its customers in their outdoor adventures.

In conclusion, social proof and user-generated content are powerful tools for building trust and credibility with potential customers. Social proof uses the psychological phenomenon of conformity to influence consumer behavior. UGC showcases the brand’s products in real-life scenarios, creating a sense of authenticity that can be challenging to achieve through traditional advertising. Outdoor brands that effectively use social proof and UGC can increase sales, build customer loyalty, and create a sense of community among their customers. By showcasing the experiences of their customers, outdoor brands can inspire others to get outside and enjoy the great outdoors.

PULL is a full-service branding and consulting agency specializing in outdoor brands. We have experience in both building brands from scratch and shepherding established brands to their next peak. 

If your brand could use an outside perspective or you just want to shoot the breeze, don’t hesitate to drop us a line

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