In case you don’t know it, Olapic is an e-commerce platform with a focus on visual and user-generated content (UGC). Their job is to connect customer photos and online businesses, to improve their shopping experience while increasing sales and engagement. They have helped brands like Walmart, Maybelline, HardRock and Vans with their UGC marketing, and they are currently working with more than 200 brands.
1. Olapic adapts content strategy to current trends and needs
Did you know that 70 million photos are shared each day only on Instagram? The number of photos taken per person has been increasing for over 15 years, and it keeps raising. People are creating their own content every day, and any person with a mobile phone can be a photographer or a model.
Meanwhile, brands are facing the challenge of nurturing their audiences with high-quality content, to stay ahead of the competition. Luckily, thanks to their users, they don’t need to create all the content by themselves. For every photo that top brands post, customers post hundreds or thousands. The content is out there, and it’s being created every day. It’s visual, it’s fresh, it’s happening, and brands only need to adapt and learn how to use it well.
2. UGC and mobile are a perfect match
Here is a winning combination: mobile users are social media users, and both social media and mobile experiences are visual. Working on your visual strategies and perfecting them with a platform like Olapic is about adapting your business to m-commerce (mobile commerce) trends, which is needed: the number of people shopping from mobile devices has increased significantly, and almost 70% of smartphone owners use their smartphones while shopping.
3. Increase brand awareness and trust
Organically user generated content is authentic, and it can’t be recreated by brands. They are the result of happy and proud customers who want to share their purchases on social media. Over one-half of consumers in the US and the UK trust customer photos more than the typical, plain stock pictures used by brands and retailers. They have a more authentic feel, and they tend to look more accurate to reality, making customers less likely to feel disappointed and return the product.
4. Select only the best performing content
In many occasions, the real problem is not finding content, but choosing the best content and discard the rest. Olapic has several tools to help brands with this task, and they have the experience and the means to keep researching to predict the photos that are more likely to drive conversions.
For example, they found Instagram filters are better to get engagement on pictures, but they’re not so good for conversions, which is connected to the demand for content that looks authentic. With their PhotoRank™ algorithm, they can help brands select the best images according to their goals.
5. Manage customers' rights properly
The main risk in turning out to UGC for your e-marketing efforts is rights management. It can be a little scary, and you have to be especially careful when dealing with celebrities’ pictures or photos featuring children in them.
It doesn’t matter who has taken the picture, you should always respect their copyrights and ask for permission. But don’t be discouraged, because according to Olapic, more often than not, customers feel flattered and accept when they ask. They have an average 75-80% rate of approval from users. They tend to feel excited about being acknowledged by the brand and take it as a compliment, especially when it comes to fashion buyers.
In case of dealing with pictures of kids, please have a look at the Children’s Online Privacy Protection Act (COPPA).
6. Drive higher conversions
Customers who see and interact with customer photos are more likely to convert than those who don’t. Olapic is seeing an average of about 5% increase in brands’ conversion rates. Lancôme’s #bareselfie campaign, as an example, increased the conversion rates 50% by using customer photos.
7. Inspire potential customers
This is very clear in fashion brands. Let’s say a customer has shared a photo wearing several necklaces of your brand combined in a creative way. Using that image as an ad, linking to all the necklaces in it, can inspire another customer to buy not just one necklace, but several of them, to make their own combination. The photo of a user will feel more authentic and closer than a model’s, and depending on how they’re wearing a specific outfit, it will inspire others.
8. Create a seamless, omni-platform experience
If you can, you should integrate UGC all around your brand. On physical locations, social media channels, adverts, and even on your own website. Many online stores are displaying user photos as thumbnails, alongside their stock images, so other shoppers can get inspiration from them or have a better idea of what it will look like in real life.
Some brands are creating in-store displays where they include these customers’ photos, integrating them in their physical locations as well. Another option for a great in-store experience is using beacons to broadcast relevant UGC to customers.
9. A chance to be creative and memorable
One of the best practices when planning a new campaign based on UGC is checking social media and analyze what is happening organically. Brands are doing this to create their own hashtag campaigns, such as #BestLifeProject, to interact with their audience while driving conversions and increasing their brand awareness.
10. Better retargeting campaigns with less effort
Facebook is the most powerful retargeting platform available, and that's why Olapic launched this year its predictive consumer-generated Facebook ads. They're like your average retargeting ads, only fresher, easier to create, and more effective.
You can track the performance of your UGC-based campaigns through Olapic's analytics. So far, other companies like West Elm have seen their CPA drop, resulting in better ROI when comparing to typical remarketing campaigns.
How to get started
So, all that functionality sounds awesome! How do I get started and what do I need? First of all, go here and sign up for a demo. Since the user generated content rarely (never) mentions the available sizes, colors, prices, descriptions, model names or links to the products, you will need to complement the pictures with this information. You do this by submitting a product feed containing all your product data. If you're building your own product feeds, here's a link to Olapics’ product feed requirements.
Feedeo to the rescue!
If you want to make your life easier, you can use Feedeo to automatically convert your product data to Olapic compliant format.
- Convert product data to multiple sales channel formats (Olapic included).
- Transform product data to better suit the channel. Want to include brand name in model name? Easy. Want to filter out products with too small margin? No problem. Want to temporarily lower prices on a certain product but only the blue one and only in size Small? Totally doable.
- Keep your product data updated and always relevant. Set the filters and transformations of your choice and run them automatically by adding an export schedule. Let Feedeo do the boring stuff for you so you can focus on your roadmap to world domination!
Click the banner to the left to sign up for a free demo today!