What do your customers really want to see?

The amount of people who use UGC to inform

their decision varies by industry.

When it comes to buying a product, the most trusted

advice seems to come from real life experiences.

Content created by peers is

more influential than brand

created content.

And when it comes to changing negative

perceptions of a product, people are clear about

what's most influential.

So people look for UGC - but what

do they look for in UGC?

Not so popular in finance - but is that because

customers don’t want it, or brands aren’t providing it?

How much of the finance industry provides

social content?1:

And they share based on providing a lot of useful

information to their peers.

A lot of the time their choice to share stu� is just

based on good vibes.

When it's time to buy, customers

get picky. What do they actually want to see?

of people trust images taken

from ‘people like them’ over brand

created images

of people would be more likely to

engage with an advertisement if it

contained user-generated content

70% 61%

They’re willing to spend more time

when sharing a review...

Now you know what

your customers want to

see - are you providing it?

Trust in finance is rising - but it’s still got a long

way to go to catch up.

REVIEW PHOTO OR VIDEO

ANGER/OUTRAGE AWE /SURPRISEDON'T KNOW EMPATHY SADNESSLAUGHTER/

AMUSEMENT

14% 18% 11% 1% 33% 23%

DON'T' KNOW

< 1 MIN

1 > 5 MIN

5 > MIN

WOULD NOT SHARE

43%

32%

69% 72%

53%

EXPERIENCES OF

FAMILY/FRIENDS

CUSTOMER

REVIEWS ON A

RETAILER’S WEBSITE

CUSTOMER

REVIEWS ON A

MANUFACTURER'S

WEBSITE

EXPERT REVIEWS

SALESPERSON’S

ADVICE

OTHER CUSTOMER

REVIEWS ON A

RETAILER’S WEBSITE

CUSTOMER

REVIEWS ON A

MANUFACTURER'S

WEBSITE

SALESPERSON’S

ADVICE

OTHER

RELEVANCE

AUTHENTICITY

QUALITY

SELFLESS

RELATABLE

VOLUME

OTHER

RECENCY

EXPERIENCES OF

FAMILY/FRIENDS

say say say say say say say

CUSTOMER

REVIEWS

EXPERT REVIEWS MEDIA CREATED

BY USERS

INDEPENDENT

NEWSPAPER

ARTICLE

BRAND'S

WEBSITE

TV AD

43%

32%

69% 72%

53%

20

40

60

80

100

AUTOMOTIVE FINANCE HOTELS LUXURY

PRODUCTS

ELECTRICAL

APPLIANCES

of people asked who have purchased

insurance through a price comparison site

said they visited the website of the insurance

provider as part of their research.

77%

of consumers say it would be important

to read user-generated content before

making a decision about banking or other

financial services.

83%

of consumers would never choose an

insurance provider without reading at least

one piece of user-generated content.

30%

of consumers would never choose a

healthcare provider without reading at least

one piece of user-generated content.

32%

21% 19% 17% 14% 13% 9% 7%

But customers want to share...

INFORMATIVE/USEFUL

ENTERTAINING/FUNNY

EMOTIONAL

REFLECTS MY POINT OF VIEW

INSPIRING

www.reevoo.com

PEERS

BRANDSBRANDSBRANDS

NOT INFLUENTIAL INFLUENTIAL VERY INFLUENTIAL

NOT INFLUENTIAL INFLUENTIAL VERY INFLUENTIAL

CUSTOMER REVIEWS

USER-GENERATED CONTENT

10% 57% 33%

7% 33% 60%

22%

23%

18%

19%

6%

12%

2Technology, Food & beverage. CPG, Telecommunications, Automotive, Energy, Pharmaceutical

40%

50%

60%

70%

2012 2013 2014 2015 2016

FINANCE

OTHER IND.2

1Source: BLUE FOUNTAIN MEDIA

USER-GENERATED CONTENT

27%

14%