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In the luxury goods and jewellery market, authenticity and craftsmanship validation are paramount to consumer purchasing decisions. Luxury brands are discovering the incredible potential of user-generated content (UGC) to create meaningful connections with their discerning audience.
UGC offers luxury brands an elegant way to present their products through authentic customer experiences. Today’s luxury consumers value genuine peer recommendations over traditional marketing, making this authentic content essential for establishing credibility and encouraging premium purchases.
User-generated content creates an exclusive, interactive relationship between luxury brands and their community, turning customers into active participants in the brand’s luxury narrative. From unboxing experiences to styling suggestions, genuine user experiences help potential customers envision prestigious pieces in their own lifestyle.
In this guide, we’ll explore how leading luxury and jewellery brands have effectively leveraged UGC to enhance their digital presence, build authentic connections, and maintain their prestigious position in an increasingly competitive luxury goods market.
User-generated content has become a powerful tool for luxury and jewellery brands, consistently demonstrating its ability to build trust and drive aspirational purchases through authentic storytelling. This genuine, customer-created content format provides unique opportunities to showcase pieces and connect with luxury consumers:
By leveraging UGC, luxury and jewellery brands can create a more relatable yet elevated marketing approach that maintains exclusivity while fostering genuine connections with discerning consumers. Let’s check some real Luxury Goods and Jewellery brands’ results with UGC.
By leveraging the power of UGC in your eCommerce, you can create a more human connection with your customers, winning their loyalty in the process. Minimalist watch brand CLUSE was able to successfully emulate this experience within their online store.
Since its creation in 2013, CLUSE has stood out as an innovative brand in the watch sector. But they recognised that they would need to do more in order to keep their competitive edge in a crowded digital market. That’s when they realised that the key was their customers.
CLUSE recognised the best way to accomplish all of this was to make their loyal community the center of their marketing strategy through UGC. Read the case study on how CLUSE benefits from UGC.
“One of the most important elements in the decision making process of buying fashion (accessories) online is to get an idea of how such product would look on you. By using photos made by real customers, our site visitors get a clear and authentic picture of how the watch would look on their wrist, how they can combine the watch with jewellery, apparel, etc.”
Rudyard Bekker, CEO of CLUSE
In order to do this, they encouraged their followers to engage with them on social media by using the hashtags #CLUSE and #CLUSEwatches.
With the help of Flowbox, they gathered over 19,000 customer-generated images and videos and a 19% increase in conversion rate.
In the online jewellery retail space, authenticity drives real connection and sales. When potential customers explore MyJewellery’s collection, they engage deeply with user-generated content through the innovative ‘styled by you’ section, which acts like having a trusted friend’s shopping advice.
The brand’s strategic integration of customer-created content throughout their digital presence has transformed the shopping experience, tapping into the 78% of global internet users who use social media platforms to research brands and products.
The ‘styled by you‘ section gives our customers the confidence they need when making purchase decisions online.
MyJewellery strategically integrates this authentic content throughout their digital presence – from their homepage to product pages. By featuring real customer styling and genuine wear experiences, they create a more compelling shopping experience that puts customer needs first.
The Flowbox UGC Platform has many great tools and capabilities that can help any Luxury Goods & Jewellery brand, no matter how big or small. Here is an overview of the key platform features:
Flowbox stands out with its sophisticated content collection system that automatically monitors and gathers user-generated content across social media platforms. The system springs into action whenever users mention your brand, tag you in their posts, or use your designated hashtags, ensuring no valuable content slips through the cracks.
The platform’s social media integration capabilities allow your brand to collect content from Instagram, Facebook, TikTok, YouTube, Pinterest, and other platforms, all from a single dashboard. Check out this collection of articles to see all the platforms you can connect to Flowbox as a source.
Flowbox’s content moderation tools represent a significant advancement in UGC management, combining artificial intelligence with sophisticated quality assessment capabilities. The tool offers comprehensive solutions for brands seeking to streamline their content curation process while maintaining high standards.
The great thing about using Flowbox is that you can send rights requests directly to the users and easily track their responses. Additionally, you can create templates to message the user for a request, and personalise this message however you like.
Once the request is granted, Flowbox’s auto-approve functionality automatically approves the content for use, making the whole process even easier for your team. Check out this article if you want to know more about rights requests and permissions: User Generated Content Permission, Rights, Laws & Legal Issues.
Flowbox’s Smart Tags feature leverages artificial intelligence to streamline content categorisation and moderation. The system automatically identifies key elements within posts and assigns relevant tags, significantly reducing manual moderation time while maintaining accuracy.
This AI-powered system can detect objects, scenes, colours, and even sentiment within content, making it easier to organise and filter large volumes of UGC. The technology also helps identify brand-relevant content and automatically flags potentially inappropriate material, ensuring both efficiency and brand safety.
The Quality Rate tool employs sophisticated AI algorithms to evaluate both technical and aesthetic aspects of user-generated photos. Drawing from a vast database of over 340,000 Instagram images, it assigns scores from 1-100, enabling efficient bulk moderation based on image quality standards.
This scoring system considers factors like lighting, composition, focus clarity, and overall visual appeal to ensure only the highest quality content is selected for brand campaigns.
An effective way to ensure that you’re only collecting content that you want to use is with tools like Blocked Users and Whitelisted Users. These are 2 Flowbox tools that allow your brand to block spam content while giving a green light to content that you know you’ll be interested in seeing.
From there, managing your content is easy, as you just need to approve the images and videos that you would like to appear on your eCommerce.
The advanced Publish feature enables seamless organisation and distribution of user-generated and brand content across multiple platforms. This integration helps maintain a cohesive brand presence while preserving the authentic voice that resonates with audiences.
The tool’s interface allows users to create, customise, schedule, and publish content directly to their social media accounts. Which greatly reduces the time spent by social media managers on planning and shooting content to post manually on a variety of platforms. It can all be done within the Flowbox platform.
Track UGC performance across all channels with comprehensive analytics features, helping you make data-driven decisions about your content strategy. With Flowbox’s Google Analytics 4 integration, you can send analytics events directly from your Flows.
This enables you to monitor user interactions, track conversion paths, and measure the impact of your UGC campaigns alongside your other marketing metrics in a single, unified dashboard. Find out more on Flowbox’s advanced website analytics and how you can harness data-driven marketing.
Luxury and jewellery brands are discovering that UGC creates powerful connections with consumers.
Strategic UGC integration in the marketing of luxury goods brands serves several goals: showcasing exquisite pieces in real-world settings, highlighting versatility across occasions, validating exceptional quality through client testimonials, and nurturing an exclusive community.
When brands feature client styling, personalised stories, and detailed experiences in their marketing, they create an intimate yet sophisticated shopping journey.
Success comes from careful content curation throughout the customer experience. Whether on social platforms or product galleries, authentically captured content should seamlessly blend with the brand’s messaging.
Book a demo with Flowbox and we’ll show you how a UGC platform can boost your brand sales.
