Think for a moment about how door-to-door salespeople make you feel. There’s just something suspicious about them, isn’t there?

Your knee-jerk reaction when one comes knocking is likely to get rid of them as quickly as possible — especially if the product they’re selling isn’t something essential (is it ever?). The awkward agony as you’re bombarded by an overly-rehearsed sales pitch can be enough to put you off completely. Over-the-top e-commerce brands marketing themselves too enthusiastically is the modern-day equivalent.

Whether your channel of choice is social media ads, emails, or anywhere else, there’s a fine line between harmless promotion and pushiness. Excessive advertising feels the same as a persistent salesman that won’t take no for an answer. There’s a better way to transform hesitation and distrust into excitement and loyalty.

 That’s exactly the effect that user-generated content (UGC) has on how your brand and products are perceived. UGC is any content related to a brand that is created and voluntarily posted by customers online, and it’s invaluable for brands looking to create a more tight-knit experience that wins customers from giants like Amazon. After all, almost all consumers trust word-of-mouth recommendations from peers over any other form of advertising.