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Consumers trust content created by users more than most types of media, according to a recent L2 study on user-generated content. This trust extends to visuals, where amateur snaps on Instagram produce higher conversion rates than professional brand photos. Fifty-five percent of consumers trust customer photos more than professional ones.

Savvy brands don’t limit their use of user-generated photos to Instagram regrams; they populate their sites and product pages with them. Target, for example, found that visitors to its #targetstyle tab convert at twice the rate of other browsers. Starwood Hotels has property-specific guest galleries that allow viewing of related Instagram content without leaving the brand site.

Given that 63% of users have abandoned a purchase due to unhelpful photos, placing fan photos in the path of purchase is worth the investment.

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