Key Takeaways
- L’Oréal Professionnel Paris (DACH) uses the StoryStream visual commerce platform to advance its User-generated Content strategy across a key strategic social media channel.
- Growing appeal: there is an average 41% increase in engagement on Instagram when the brand leverages User-generated Content in-feed.
- Championing customers while scaling creative: one in three of the posts published by L’Oréal Professionnel Paris (DACH) on Instagram is a curated piece of UGC.
L’Oréal Professionnel Paris has been a leading light in the global professional haircare industry since 1909. With over a century’s worth of experience elevating the salon experience for hairdressers, stylists, and their customers alike, it is a brand uniquely positioned to understand the power of word of mouth.
To that end, the importance of bringing L’Oréal Professionnel Products to life across digital channels – showcasing the real-world results of the stylists and experts using the products – is of paramount importance to the brand’s DACH (Germany, Austria, Switzerland) team. To help tell that story, L’Oréal Professionnel Paris (DACH) identified User-generated Content (UGC) as a key strategic ingredient in its social media strategy.
To streamline the discovery and rights acquisition process of UGC, L’Oréal Professionnel Paris (DACH) partnered with StoryStream, the go-to platform for brands looking to scale their visual commerce strategy through authentic social proof.
The Perfect Formulation
L’Oréal Professionnel Paris (DACH) knew that it needed to increase its organic reach to stay front-of-mind in an increasingly competitive industry. They also recognised the importance of promoting brand advocacy; celebrating customers and content creators to create an ever-stronger community and drive online engagement.
Through the StoryStream platform, L’Oréal Professionnel Paris (DACH) is able to discover and acquire authentic UGC quickly and efficiently. By publishing the best of that customer-created content to its Instagram channel, the brand is able to authentically showcase its products in real-life situations and scenarios.
Thanks to its UGC-focused social media strategy, L’Oréal Professionnel Paris (DACH) was able to increase their organic reach on social media, generating more likes and comments on their posts. There is an average 41% increase in likes on Instagram posts when the brand leverages User-generated Content as part of its content calendar.
And having identified the benefits of User-generated Content, the L’Oréal Professionnel Paris (DACH) Team has committed to making one in every three of the updates posted to its Instagram channel customer-generated in origin – a strategic imperative that’s made simpler to achieve with StoryStream’s AI-powered, industry-leading, fully GDPR-compliant rights management process.
Just ask the Pros…
In a survey run recently by IMRG, we learned that 73% of consumers see brands that share User-generated Content as more trustworthy than brands that do not. In terms of providing a scroll-stopping point of differentiation, then, authentic social proof is fast proving to be an indispensable tool for brands in the ongoing race to capture audience attention across social media.
By partnering with StoryStream, L’Oréal Professionnel Paris (DACH) is able to best leverage the fantastic UGC produced by its loyal customer base. In showcasing real-life situations and celebrating the results of hair professionals, the brand has been able to build a stronger community and drive engagement.
That commitment to authentic social proof continues to help L’Oréal Professionnel Paris (DACH) stand out in an increasingly crowded marketplace – something the brand has excelled now at for generations.
