Why is user-generated content (UGC) so fundamental to brands in the digital age? With 4.74 billion social media users globally, it’s no wonder that numerous companies rely on UGC to drive awareness and build a positive image of their business. More importantly, its participatory nature promotes authenticity amongst potential consumers and creates a certain trust with them too.
Glossier Sets the Standards
Take Glossier’s humble beginnings as an example. The makeup brand, which launched in 2014, quickly succeeded in developing a cult following among the millennial and Gen-Z community within a couple of years. Its founder, Emily Weiss, first recognised that:
“We’re in an era where people are predominantly looking for peer-to-peer connection and community to make beauty purchasing decisions.”
Emily Weiss, 2014
Giving consumers the power to evolve the brand’s narrative benefits the company and provides opportunities for creators who are part of that community.
What are the benefits?
For Glossier, this model of consumer engagement led to co-development. This process of consumers contributing to the company’s activities helped them consolidate their identity and strengthen brand awareness. Through Glossier’s Instagram, Tik Tok and Twitter channels, maintaining an influential social media presence meant that 70% of their online sales come from word of mouth.
Weiss also revealed that nearly 80% of customers were referred to by friends or family, conveying how the consumer’s experience was integral to Glossier’s initial success. Evidently, sharing and engaging with those who use their products enhances customer trust as it reinforces a sense of community, making the brand feel more authentic. Plus, it’s a lot more cost-effective than traditional marketing, as there’s an endless stream of free content!
What’s in it for the creators?
Glossier’s birth coincides with the age of the influencer, featuring regular, everyday individuals in its ads and Instagram page. This sense of digital optimism reinforces how the digital economy has the potential to provide unique opportunities for collaboration, connectivity and accessibility for creators.
For instance, fans loyal to the brand can become ambassadors regardless of their following on social media. As of 2022, Glossier has employed 500 ambassadors as part of their representative programme, whereby each rep receives their own links which consumers can buy directly from. As a form of incentive, reps receive discounts on various products and commissions for purchases made through their pages. Furthermore, it also allows them to gain exposure to over 2.7 million followers on platforms like Instagram, which can help them advance their own aspirations of career success on social media.
And consumers?
Even regular consumers who don’t necessarily share content can feel reassured that Glossier listens to their feedback, as the company uses platforms such as Slack and Facebook to create an open dialogue about the products. The Milk Jelly cleanser is a great case study for this, as it was developed entirely off 400 users’ comments on Weiss’ Blog “Into The Gloss” in 2015. A year later, the “What’s your dream face wash story” became a tangible product in which consumers had a developmental role, demonstrating Glossier’s intimate connection with its audience.
So who benefits most?
Although Glossier’s UGC strategy has been for advantageous creators alongside consumers in multifaceted ways, the company definitely benefits most, as evidenced by its rapid growth and success in sales. Their concentration on the consumer cultivated a brand image of relatability, which earned them a 600% increase in sales in 2017 and a customer base that grew threefold. With social media’s ever-growing influence in the digital age, this trust is vital in helping brands to build a loyal following where consumers can feel seen and heard.