It’s been a sad week in the UK, with the nation’s outpouring of grief and the opposite behaviour from some segments of society… We have had unprecedented access to historic events, and the body language has been truly fascinating to observe.
What have you found interesting to observe this last week? People trust user-generated content more than almost any other kind…
Why? Because it’s made by people just like us, it’s a compelling form of social proof.
As a result, creating this type of content will help you increase conversions, even if you’re a business or a brand. Take a look at TikTok as powerful proof.
This social media platform is sweeping the globe, getting more hits than Google as the most visited domain on the planet. It is the pinnacle of UGC!
Here are some stats that you may find compelling from a 1,000-person study:
Results from the study show most shoppers (90%) report UGC influences their decisions to make a purchase, outranking all other forms of marketing, including search engines (87%) and promotional emails (79%), which came in second and third.
Notably, shoppers are also willing to pay more (81%) and wait longer (81%) for products paired with UGC.
- Nearly two-thirds of shoppers (63%) believe UGC creates a more authentic shopping experience.
- Almost three-quarters (73%) say UGC increases their purchasing confidence.
- Nearly two-thirds (61%) report that UGC encourages them to engage with brands.
But to really engage users, the content must be natural, authentic, and aligned both with the person and the brand.
It is possible to create professional content in the UGC style for your product shots, marketing, and advertising – this is what I assisted Beaumont and Bear with, resulting in massive increases in engagement and sales in the above examples.
In an increasingly digital world, it is becoming more difficult to read non-verbal cues.
I’m being asked to do quite a bit of training to particularly help people after the last few years now that we’re starting to go back to in-person working. And think about graduates of the last few years who went straight into working from home and are missing vital work and office interpersonal skills, and they’re finding the transition hard.
In all of my training delivery on body language, I stress the importance of recognising and reacting to these signals so that professionals can adapt more fluidly in their professional, social, and everyday lives.
In my opinion, that is the very essence of learning body language: being able to adjust and respond in the most useful and effective manner possible in any given situation.
Here are some tips for you to implement this week at work:
Using the phone
Our voices can tell a lot about how we’re feeling, even though we don’t usually think about it.
To sound willing, proactive, and friendly, smile when you talk on the phone (even if it’s a fake smile!).
This will make your voice sound much warmer and nicer.
Watch out for ‘mirrors’
People that are in agreement with us or with each other will show signs of mirrored body language. ‘They’re on the same page…’
Mirroring is a nonverbal technique in which a person mimics another person’s body language, vocal qualities, or attitude. It is usually done subconsciously and can convey interest or even attraction.
I don’t recommend you doing this consciously to show you’re in agreement with someone else, as it rarely looks natural and comes across as a bit creepy…
If you’re interested in getting a free bit of analysis on your brand’s marketing content, send me a few images you’re using and I’ll privately give you feedback on the emotional impact you’re making.