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Customers interact with brands across multiple channels, from websites and emails to social media platforms. To create a seamless and engaging brand experience, brands must integrate their marketing efforts across these touchpoints.
One of the most effective ways is through user-generated content (UGC). By leveraging authentic customer content across different channels, brands can boost trust, enhance engagement, and drive conversions.
In this article, we’ll explore how to implement a cross-channel UGC strategy across channels with a UGC Platform, and discover real brand results from the Flowbox portfolio.
Table of Contents
A cross-channel strategy involves leveraging multiple marketing channels like websites, email campaigns, and social media to deliver a seamless and unified brand experience. When infused with UGC content, this approach becomes even more powerful, fostering authenticity, trust, and engagement across different touchpoints.
Consumers trust UGC more than brand-created content. It serves as social proof, enhances engagement, and builds credibility. A well-executed cross-channel user-generated content strategy ensures that brands maintain consistency in messaging while capitalizing on the organic, relatable appeal of content created by real customers.
Integrating user-generated content across web, email, social media, and offline media provides brands with a cohesive and engaging marketing strategy. Below are some key advantages of implementing a cross-channel strategy:
A successful cross-channel strategy incorporates user-generated content across multiple digital and offline touchpoints. Here’s where brands can effectively integrate UGC:
User-generated content can be embedded on websites through easy integration with the right tools. A website is often the first touchpoint for potential customers, so integrating UGC here can enhance credibility and drive conversions.
Display featured customer reviews, images, or videos to immediately establish trust. With Flowbox’s collection tools, brands can optimise the collection, curate high-quality customer content, and distribute it dynamically on the homepage, ensuring fresh and engaging visuals.
Create a space where customers can see a collection of user-submitted content related to your brand. Flowbox enable seamless embedding of UGC galleries on the website, allowing brands to highlight user content based on product categories, trending posts, or specific campaigns. Customise your UGC galleries to align with a brand’s aesthetics.
Turn UGC into a conversion driver by enabling users to shop directly from real-life product images. By tagging products in authentic customer photos, brands make the shopping experience more engaging and credible, reducing friction in the purchase journey. This feature directly links UGC with product pages to streamline the buying process.
Email marketing remains one of the highest ROI channels, and incorporating UGC can significantly enhance email effectiveness. Use Flowbox’s Email Asset feature to embed dynamic customer galleries directly into emails.
Increase cart recovery rates by embedding UGC in abandoned cart emails. Showing authentic customer images using the abandoned product reinforces its value and nudges hesitant shoppers to complete their purchase.
Flowbox allows brands to set up automated UGC updates, ensuring that email content remains fresh and relevant, reducing manual work while keeping campaigns engaging.
Social media thrives on authentic content, making it the perfect platform for leveraging UGC. With Flowbox, brands can seamlessly collect, curate, and distribute user-generated content across social channels, enhancing engagement and building trust.
Encourage customers to share content using branded hashtags and automatically collect the best user-generated posts from Instagram, TikTok, Facebook, YouTube, among others. Increase conversions by turning user-generated social media content into an interactive shopping experience.
Manage influencers, brand advocates, and branded content seamlessly with Flowbox’s Whitelisted feature. Brands can track, approve, and integrate influencer-generated UGC into their social media strategy, ensuring consistency in branding while amplifying reach.
Want to check some real-life results? Here are a few examples of Flowbox’s clients successfully developing a cross-channel strategy with user-generated content.
Thanks to the Flowbox platform, EVOC simplified the management and integration of a cross-channel UGC strategy. EVOC incorporated a UGC strategy into their eCommerce platform, social media, and email assets, which currently features flows on their homepage, product pages, and community page.
The implementation of UGC has helped EVOC humanise their brand and provide social proof, particularly important for technical products. It allows potential customers who aren’t currently in the mountains or actively participating in outdoor sports to connect with the brand through authentic user experiences.
This approach led to hugely increased engagement rates: in the last 3 months, 83.23% were engaged with the UGC flows content (Post-Engagement per Engagement), and 11.40% clicked on the CTA button “Buy” to visit the product pages (CTA Engagement per Engagement).
Read How EVOC Sports benefits from UGC | Case study.
By using Flowbox UGC Platform, Decorceramica have developed a cross-channel content strategy with user-generated content. Which includes their eCommerce website -with flows on homepage, community, blog and product pages-, email marketing and social media channels.
In a strategy that revolves around inspiration and authenticity, the brand’s numbers are remarkable: an average engagement rate of 16.25% across all flows, and a click-through rate (percentage of users who click on “Buy” buttons) of 15.75%.
Read How Decorceramica benefits from UGC | Case study.
In their pursuit of expanding in eCommerce, KICKS found a solution in Flowbox’s Flows, incorporating dynamic UGC images and videos on their website and strategically embedding UGC in various email types. Selling skincare or makeup online can be difficult in the sense that consumers cannot try on or use testers of products like they can in a physical store.
Thanks to Flowbox’s email assets capabilities, KICKS has been able to leverage the power of UGC in various email types, including abandoned cart emails, newsletter subscription confirmation emails, and automated emails triggered by spending habits.
Read How Kicks benefits from UGC | Case study.
Flowbox has allowed Xandres to collect highly valuable consumer content that acts as social proof and distribute it across multiple touchpoints in their marketing strategy. UGC is featured on their homepage, on their product pages, in their customer newsletter, as well as on a dedicated #xandreswomen community page.
Xandres recognized the potential of User Generated Content to enhance their product pages and conducted A/B testing to measure its impact. By using Flowbox widgets on product pages and comparing them against control pages where UGC was not shown, Xandres found that UGC had a significant positive effect on the customer journey.
The A/B tests were conducted across both mobile and desktop devices, and the results were impressive: a 14% increase in average order value on mobile and a 16% increase on desktop. These findings suggest that the addition of UGC on product pages acts as a source of inspiration, encouraging customers to make additional purchases at checkout.
Read How Xandres benefits from UGC | Case study.
With Flowbox, VVV Zuid-Limburg collects user-generated photos in an effective way. Previously, managing the content in social media manually had been very time-consuming. By using a tool like Flowbox, the marketing team was able to improve its workflow and save hours of work.
Residents and tourists are encouraged to use the hashtag #visitzuidlimburg to share their images and the best ones are selected to be reposted on the main website.
After integrating Flowbox in the newsletters, the team has also seen an increase in clicks. About 8% of the people who open the newsletters click on the Flowbox element.
Thanks to the implementation of Flowbox, the marketing team at VVV Zuid-Limburg have also been able to reduce the number of stock images significantly and can now instead fill the website and newsletters with authentic photos, which leads to higher engagement.
Read How Zuid-Limburg benefits from UGC | Case study.
A cross-channel strategy with UGC content ensures that authentic customer content reaches audiences across different touchpoints, driving trust and engagement. Investing in a user-generated content campaign across channels not only enhances customer experience but also delivers measurable business results.
By leveraging Flowbox’s UGC platform, brands can seamlessly collect, moderate, and distribute user-generated content across websites, email campaigns, and social media, creating a consistent and powerful brand presence. Book a demo today to learn how your brand can benefit from this strategy.
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