Bazaarvoice on ‘Value of Authenticity’ in Advertising, Social Media

Retail’s next chapter may reimagine relatability, according to a new report by Bazaarvoice — and that means consumers’ original content could take the lead for brand and retailer marketing. In its report, “A picture’s worth a thousand purchases,” technology firm Bazaarvoice revealed that in addition to social media, visual and user-generated content is driving online purchases, as 74 percent of consumers prefer to see previous customers’ “real” photos and videos on brand and retailer websites, in lieu of professionally shot images. Its research surveyed more than 8,000 consumers from the U.S., the U.K., Canada, France, Germany and Australia, and was conducted by Savanta in November and December of last year. Fifty-one percent of global consumers agree that social media influences purchases, while 65 percent find the availability of previous customer photos on social media and websites “essential” in their purchase decision, the report said, adding that video is also crucial for decision-making: Sixty-two percent of consumers are more likely to buy if they can view both photo and video content from previous customers. What it boils down to is relatability, according to the firm. Joe Rohrlich, chief revenue officer, Bazaarvoice, said, “Relatable voices commenting on and reviewing a product instill trust in a brand and

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