IKEA, the world’s largest furniture retailer, produces over 200,000 content assets globally through their in-house production agency, but needed a cost-efficient way to source content, at scale, and is market relevant at a regional level.
IKEA partnered with Social Native to source organic content shared by their customers and connect it to their product range to provide a seamless shopping experience. IKEA has created a strong community on social called “IKEA At Mine” which calls for customers to share images of their IKEA products in their home.
User-generated content works across all aspects of the customer journey – all the way from inspiration down to filtering to actually deciding to buy. The main benefit is being able to connect our product range to UGC to provide a seamless and fluid shopping experience, so [customers] move down the funnel more naturally and easily.
Jason Black, Web Communications Manager, UK & Ireland at IKEA
When using user-generated content on social media, IKEA saw a 27% higher reach than with owned organic imagery. IKEA also achieved a 2.7x higher engagement with UGC on their homepage and a 3.54x higher conversion rate when a user interacted with UGC. Eight out of ten of their top-performing organic posts on social were sourced from UGC.
Higher reach on social platforms
Higher conversion rate with UGC
Higher engagement with UGC