The important question is how to create a strong enough connection between your product catalog and shoppers that first, they become buyers, and second, they feel so connected to your brand that they’re inspired to leave a great review. Increasingly, the answer to both of these questions has become the rise of micro influencers and user generated content (or UGC) in Shopify marketing strategy. Recent research has shown that user generated content more often leads to sales when compared to brand-generated content.

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