Marketers are replacing models with user-generated content to meet their diversity requirements, with up to 87% of ecommerce brands preferring to use images which come from real customers over handpicked models or influencers.
The news comes as 83% of ecommerce marketers admit that it has become a challenge to ensure that their content adequately supports diversity across race, gender, age, size and physical ability.
Having surveyed over 200 ecommerce marketers across the fashion, beauty and home and garden sectors, commerce experience platform Nosto has also found that the industry is twice as likely to choose user-generated content (UGC) over AI-generated visuals.
“For ecommerce marketers, the demand for fresh, high-quality imagery is relentless. You need visuals for ads across multiple channels, in organic and paid social and on your website.
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“Not only has this content got to stand out from the competition, but it needs to be continually refreshed as people soon tire of seeing the same imagery.
“Not only this, but promoting diversity in visual marketing is becoming a priority, with research from Deloitte suggesting 38% of high-growth brands now actively measure diversity in their brand messaging and imagery. In sectors such as fashion and beauty in particular, showcasing diversity is increasingly important.”
“Many ecommerce brands are now realizing that part of the answer to these challenges is staring them in the face: use the positive images and videos your customers are already happily sharing about your company and its products on social media.”
Nosto also found that Instagram was the favoured platform for ecommerce marketers to produce the most engaging UGC content, with Facebook and TikTok following closely behind.
