Consumers trust user reviews more than brand-generated media when making purchase decisions. Videos about a brand shot by fans receive 10x the views of brand-owned content. Increased engagement with the brand (by 28% on average) is another benefit of incorporating user-generated content on product pages.
Activewear brands have caught on. By now, adoption of user reviews is near ubiquitous at 81%. Competition lies in making the large quantity of opinions on the product relevant for consumers. Close to 40% of reviews now show the sport or activity the reviewers have used the product for (up from 24% in 2013), and 22% indicate the reviewers’ frequency of activity (up from 13% in 2013).
As always, visuals can say more than words. Activewear brands are starting to source those visuals from brands, slowly. Lululemon, Converse, Reebok, Sperry Top-Sider, and Reef were the only brands to incorporate UGC photos directly from product profiles.