Marketing
AI Generated Content: What Place Does it Have in eCommerce Marcomms?
July 31, 2023
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5 min read
Whether your product lives on a supplement shelf or in a skincare routine, your customers are making deeply personal decisions. They’re trying to solve real problems - sleep, stress, performance, digestion - and they won’t take risks on marketing fluff. They want proof. They want to know your product works, is safe, and is used by real people with real results.
That’s where reviews and user-generated content (UGC) become your strongest growth levers.
This guide breaks down how health, wellness, and fitness brands can use authentic customer feedback to build trust, increase conversions, and drive loyalty. We’ll also show how REVIEWS.io makes this strategy scalable, whether you're collecting reviews across platforms or turning gym selfies into high-converting social proof.
Customers shopping for wellness products are more skeptical than most, and for good reason.
They’re buying something that will directly affect their body or performance. The stakes are high, the market is noisy, and false claims are everywhere. Without third-party validation, even the best product can get lost in the scroll.
That’s why authentic reviews and visual UGC are so powerful:
These signals shorten the trust gap between "interested" and "ready to buy."
As a fitness brand focused on empowering women, Love Sweat Fitness knew trust was essential from the start. By switching to REVIEWS.io, they were able to collect thousands of verified reviews and visually document their customers’ health journeys.
With tailored email workflows and branded review displays, they’ve built a vibrant, high-converting community rooted in real results and relatable experiences.
Wellness consumers don’t just check your website, they check everywhere.
They want consistency across Google, Trustpilot, Facebook, Reddit, and other third-party review platforms. If your reviews are glowing on-site but average elsewhere, it raises doubts.
A common pitfall for eCommerce brands is focusing only on product reviews and forgetting that customers also search for company reviews. Shoppers want confidence not just in what they’re buying, but in who they’re buying from.
That’s where Reputation Manager comes in - helping brands keep their reviews well-rounded across both product and company-level feedback:
By managing both product and company reviews, you create a broader trust signal that covers every step of the customer’s research journey.
When Rocka Nutrition discovered a low Trustpilot score threatening their reputation, they turned to REVIEWS.io’s Reputation Manager.
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By routing a portion of review invites to Trustpilot, without needing a paid contract, they improved their rating from 2.2 to 4.3 stars in under three months. It’s proof that proactive, multi-platform review collection can transform a brand’s credibility.
In health, wellness, and fitness, visuals often speak louder than copy.
Customers want to see real transformations - brighter skin, stronger bodies, smoother routines. Visual UGC provides that proof. It shows how your products fit into everyday lives, and how they deliver visible, tangible outcomes.
With REVIEWS.io’s UGC tools, health-conscious brands can:
Authentic visuals build credibility by showing your product in action - blended into a smoothie, part of a skincare routine, or in use at the gym. This kind of transparency fosters emotional connection and speeds up purchase decisions.
BOXRAW, a performance-focused boxing apparel brand, uses UGC to capture real-world product results - both in the gym and at home. By integrating authentic customer visuals into product pages and ad creatives, they’ve built powerful trust signals.
This strategy, paired with smart review widget placement, led to a noticeable uplift in add-to-cart rates and higher-value conversions.
Health and fitness customers rarely buy in one click.
They browse, compare, read emails, revisit your PDPs, and weigh options. Reviews that pop up at the right time in this journey can seal the deal.
That’s where REVIEWS.io’s Social Proof tool helps. Use it to:
MAAP, a global cycling apparel brand, uses reviews not just for reassurance - but as dynamic content across email, PDPs, and social campaigns.
With REVIEWS.io’s integrations, they seamlessly blend review data into post-purchase flows, seasonal campaigns, and even paid acquisition, reinforcing trust at every touchpoint.
Trust doesn’t stop after the first purchase. For health and wellness brands, retention is the real growth engine.
Why?
REVIEWS.io’s integration with Influence - built by the same team within the clearer.io app ecosystem - makes it easy to:
Because Influence was created by the REVIEWS.io team, the two work together seamlessly by design.
Hunter & Gather rewards customers with money-off vouchers for photo and video reviews, using REVIEWS.io’s integration with LoyaltyLion.
This strategy not only increases UGC volume but also strengthens retention by turning satisfied customers into repeat buyers and advocates, closing the loop between trust and loyalty.
In health, wellness, and fitness, trust is the ultimate conversion driver.
When customers see proof that your products are safe, effective, and real-world tested, they’re more likely to click “add to cart” - and come back for more. Reviews and UGC aren’t just feedback, they’re powerful assets that should live across your marketing stack.
With REVIEWS.io, you can:
Ready to build trust and scale growth? Book a demo today.
Use REVIEWS.io’s UGC Manager to collect content from Instagram, incentivize uploads via loyalty rewards, and embed UGC request flows post-purchase.
These products affect personal health and appearance, so buyers want verified experiences and outcomes before committing to a purchase.
REVIEWS.io’s Reputation Manager allows brands to distribute review invites across multiple platforms from a single dashboard, improving consistency and visibility.
Absolutely. Strategically placed review widgets and visual UGC on PDPs provide trust signals that help customers feel confident at key decision points.
