#87 - Authenticity Sells: How UGC is Transforming E-commerce

Velocity Sellers Podcast

The digital marketing landscape has undergone a profound transformation, with authenticity now reigning supreme over polished production. Donatas Smiles, CEO and co-founder of Billo, joins us to unpack why 92% of consumers trust recommendations from real people over brand-created content, and how this shift is revolutionizing e-commerce sales strategies.
Donatas shares his journey from micro-influencer marketing to creating a platform that connects brands with UGC creators who may not have massive followings but can create authentic, conversion-driving content. The conversation reveals how the psychology of relatability plays a crucial role in consumer trust—when we see someone similar to ourselves genuinely enjoying a product, we're significantly more likely to purchase it ourselves.
We explore the fascinating emergence of "ugly ads" and why content that breaks from polished standards often performs better in today's saturated media environment. As Donatas explains, "The beauty of it is that the more authentic a person is, the better it vibes with the audience." This authenticity isn't just about aesthetics—it's about creating genuine connections that algorithms reward with visibility and consumers reward with purchases.
The discussion also ventures into the evolving relationship between AI and UGC, with Donatas offering a thoughtful perspective on where to draw ethical lines. While AI can enhance strategies and scale testing, Billo has made a moral decision against creating "fake UGC" by cloning real creators, recognizing the potential damage to brand trust.
For brands preparing for the competitive Q4 season, Donatas offers practical wisdom: approach creator content as "a separate marketing channel with separate budgets and a very systematic approach." The brands that succeed will be those that plan strategically, test continuously, and harness the power of authentic human connections in their marketing.
Curious about implementing UGC for your brand? This episode provides both the strategic foundation and tactical tips to get started, regardless of your company's size or budget. Subscribe now for more insights that will keep you ahead in the ever-evolving e-commerce landscape.

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Розділи

1. Meet Donatas: UGC and Billo (00:00:00)

2. Why Authentic Content Outperforms Polished Ads (00:07:21)

3. Complementing Reviews with Video Content (00:18:39)

4. AI's Role in UGC's Future (00:27:29)

5. Coaching Creators for Authentic Content (00:33:04)

6. Testing Strategies for UGC Success (00:36:18)

7. Creating a System, Not Random Actions (00:42:05)