Here’s a complete breakdown of Etsy’s approach to UGC (user generated content) and lessons for your brand. Don’t miss it!
Founded in 2005, Etsy has become popular as a platform for creativity, crafts, and small businesses. Over the years, the brand has won millions of hearts and minds by leveraging stunning product images from its creator community for its product listings.
However, as content consumption rapidly shifted from static images to short videos, static image performance could not compete with video content.
At this point, Etsy revised its strategy and began using user-generated content on social media in three different ways to bring the brand to life and emphasize the uniqueness of the community:
- Seller-created content
- Content co-produced with hired video creators
- Original, high-quality content
What Is Etsy’s Approach To UGC in Marketing on Social Media?
Now that we know 3 different ways in which Etsy is leveraging user generated content. Let’s understand them in detail:
1. Seller-Generated Content
Seller-generated content (UGC) is the most important part of Etsy’s UGC strategy. This content consists of photos, videos, and reviews. Etsy encourages sellers to create high-quality content that showcases their products and helps shoppers make informed purchasing decisions.
To find out who is creating content for their products, Etsy uses social listening to scour Instagram and TikTok using hashtags and keywords. The brand also offers many tools and resources to help sellers create content, such as product photography tips, video tutorials, and review platforms. Additionally, Etsy offers sellers the opportunity to participate in UGC contests and promotions.
UGC content example 1:
Etsy launched its Explore Video feature in 2022. This feature allows sellers to create and share short videos of their products. These videos are then featured in the Explore section of the Etsy app, where millions can see them.
2. Co-created content with hired video creators
In addition to seller-created content, the brand creates co-created content with hired video creators for UGC marketing. This content is typically more polished and professional than seller-generated content as it is used to promote the brand on social media and other channels.
Collaborative content on Etsy’s social media is typically produced in-house by its marketing team. However, the company has also worked with independent video creators and influencers to produce content that matches its brand values.
UGC content example 2:
Etsy partnered with multi-award-winning artist , John Legend who co-designed this limited-edition home and living collab with an incredible group of women, Black, and underrepresented sellers available exclusively on Etsy.
3. Original content
Etsy also produces original content not created by the seller or commissioned video artist. This content includes blog posts, infographics, and social media posts. Etsy Original Content is typically used to educate buyers about the Etsy platform, sellers, and products.
Etsy’s user generated content on social media is a three-tiered approach combining seller-generated, co-created, and original content. This strategy has helped Etsy build a strong community of sellers and buyers and helped the company promote its brand globally.
What Can Brands Learn From Etsy’s UGC Marketing Strategy?
Etsy is a great example of how user generated content (UGC) can be used to build a strong brand and drive sales. Here are some of the key lessons what your brand can learn from Etsy’s marketing strategy:
1. Make it easy for customers to create UGC
Etsy understands the importance of making it easy for customers to participate in user-generated content (UGC). They provide sellers with easy-to-use tools and features to effectively showcase their products.
You can learn from Etsy’s marketing strategy and implement an intuitive platform that makes it easy for customers to create and share content related to their experience with your brand. This may include submitting reviews, uploading photos, or sharing testimonials. By removing roadblocks and streamlining processes, you can encourage more customers to participate in creating UGC.
Here are some specific ways you can make it easy for customers to participate in UGC:
- Create a dedicated section on your website or social media pages
- Use clear and concise instructions for submitting UGC
- Offer incentives for customers who participate
2. Promote UGC on your website and social media channels
Etsy actively promotes user-generated content on social media channels and the website. This includes customer photos, reviews, and stories that showcase users’ unique and personalized experiences with Etsy’s products.
You can follow the same strategy by curating and highlighting UGC. You can use this content as social proof and inspiration for potential customers. UGC marketing can help your brand demonstrate authenticity and build trust with their audience.
3. Use UGC to build trust and credibility
Etsy recognizes the power of user-generated content (UGC) in building trust and credibility. They encourage sellers and buyers to leave honest ratings and reviews, providing potential customers valuable social proof.
You can learn from this by using UGC marketing to showcase positive experiences, testimonials, and case studies from satisfied customers. By amplifying the voice of the customer, your brand can build trust and credibility and influence the purchasing decisions of potential customers.
4. Use UGC to drive sales
Etsy uses the compelling potential of UGC to grow sales. How? By creating compelling stories about their products by allowing customers to share their experiences and showcase their purchases. These stories are more likely to resonate with potential customers than traditional marketing messages, as they come from real people who have used the products.
You can learn from Etsy’s example and incorporate UGC into your marketing strategy. This can be done by asking customers to share photos or videos of themselves using the products or featuring customer reviews on product pages or ads. UGC can also be used to create social media content, such as blog posts or infographics.
With the help of UGC marketing, you can tap into the power of real-world experiences to influence audience buying behavior. When potential customers see that other people are enjoying a product, they are likely to want to try it for themselves. UGC can also help build trust and credibility with potential customers, as it shows that real people have tried and tested your products.
5. Listen to your customers
Etsy values insights and feedback from our community. We actively encourage sellers to engage with customers, reply to reviews, and address concerns.
You can take a similar approach by actively listening to your customers using social listening, learning from their feedback, and making improvements based on their preferences and needs. By using user-generated content as a valuable source of information, you can iterate your products, improve your services, and build stronger relationships with your customers.
Unleash the Power of UGC Marketing for Your Brand Growth with Social Listening
Etsy’s remarkable success in leveraging user-generated content on social media provides valuable lessons for brands seeking growth and credibility. By adopting and harnessing the UGC marketing, you can tap into your customers’ authentic experiences and voices, fostering trust and loyalty.
Furthermore, you can take advantage of social listening tools to monitor and analyze conversations on social media and other online platforms to gain invaluable insights into consumer preferences, trends, and sentiment. This will help you identify opportunities, address concerns, and optimize your strategy for user generated content on social media for maximum impact.
Ready to explore the possibilities of social listening and elevate your UGC game?
