When such content does not reach them

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3. Lack of user-generated content can be a major barrier in the path to purchase
A situation in which a consumer cannot find UGC content on the Internet is alarming for him.
, their opinion of the brand deteriorates, which can drastically reduce the chances of them ultimately making a purchase.

In practice, the lack of content from brand users means that the consumer has no anchor points on which to build trust in the brand. And the lack of trust significantly complicates, if not prevents, the decision to purchase.

This is confirmed by research conducted by SocialMedia Today lebanon telegram data (a company providing insights in the area of ​​social media). According to it, when UGC content is difficult to access:

35% of consumers believe that the chance of making a purchase is lower,
32% of consumers will hold off on making a purchase decision until they do more research,
23% of consumers declare that they will have problems making a purchasing decision.
the effects of a lack of brand reviews – User Generated Content

Source: SocialMedia Today, 2017

The key to successfully converting your audience into customers is to have your users talk and write about you on the internet.

If they fail to do so, its potential to attract new customers may be significantly lower.