Most brands say they want more photos and videos. Then they do one of two things:

Ask once in a generic review email and hope, or
Overbuild a "UGC program" with complex ops, permissions, and workflows that dies in 60 days.

This chapter gives you a repeatable capture system you can run with normal bandwidth—and that still meaningfully increases visual coverage on product pages.

The 2026 reality: visual proof is now baseline

Consumers don't just "like" photos and videos—they seek them out.

What the research says:

91% of consumers say they're more likely to buy a product when reviews include customer photos/videos.
60% of shoppers always seek visual content before buying (up from 50% in 2021).
23% say they won't purchase a product if there are no customer photos/videos (and this rises to 36% for Gen Z).

Interpretation: you don't need "lots of videos." You need enough real customer visuals that a new shopper doesn't feel like they're buying blind.

What shoppers actually want (not random photos)

A pile of blurry mirror selfies won't do much. The goal is decision-support visuals.

Signals to design toward:

Shoppers often want to see 5–10 user-generated images before considering a product credible.
For video, "short and to the point" wins—15–30 seconds is cited as ideal.

Practical takeaway:
Your capture prompts should produce the 5 visual answers shoppers need:

Size/scale (in-hand, next to common objects)
Fit/compatibility (on-body, installed, in-context)
Finish/texture (close-up)
"What I got" reality (packaging, included parts)
Before/after (if applicable)

The Visual UGC Flywheel (simple version)

You're building a loop:

Ask (in the right moment)
Guide (so uploads are useful)
Reduce friction (mobile-first)
Reward/recognize (optional)
Place (PDP and key pages)
Reuse (email, ads, socials—only with permission)

V1 Metrics that actually matter

Pick a baseline this month, then improve it.

Core metrics

Media Attachment Rate (MAR): % of published reviews that include at least 1 photo/video
Coverage Rate: % of SKU catalog pages with at least 1 customer photo/video displayed
Yield per 1,000 orders: how many customer photos/videos collected per 1,000 fulfilled orders
Time-to-first-media (TTFM): median days from product launch to first customer photo/video

The V1 Capture System (what you should implement first)

You need two asks—not one.

Step 1 — Put the upload in the initial review flow (default)

Non-negotiable: if customers must jump through hoops, you won't get visuals.

What "good" looks like:

Upload is available inside the same flow as the review (not a separate portal).
Mobile-first: camera upload supported; compression handled.
Clear prompt above the upload field:
- "Add a photo so others can see real-life fit and finish (takes 10 seconds)."

Step 2 — Run a targeted follow-up ask (only to reviewers without media)

Trigger options:

Post-review follow-up: 1–3 days after a text-only review is submitted
Post-delivery media ask: 7–14 days after delivery (category-dependent)

"Friction killers" checklist

Mobile friction

Keep upload UI fast on cellular.
Accept HEIC + common formats (or auto-convert).
Don't force account creation.
Don't require long forms before upload.

Cognitive friction

Don't say "Upload your UGC." Say what to do.
Provide 2–3 example bullets ("installed", "in-hand", "close-up texture").
Avoid too many choices. Ask for one photo first.

Incentives: allowed, but you can't be sloppy

You can offer incentives as long as there's no express or implied requirement that the review must be positive—and "paying for 5-star reviews" is not allowed.

Compliant incentive language examples:

"Share your honest experience and get a $5 coupon—photos appreciated."
"Leave a review (any rating) and we'll send you 10% off your next order."

Non-compliant (don't do this):

"Leave a 5-star review and get 10% off."
"Tell us how much you loved it for a coupon."

Your V1 Implementation Blueprint

Week 1 — Build the base loop

Add photo upload to your default review flow
Add 3 "what to capture" bullets (fit/scale/finish)
Confirm mobile upload is painless (test on iPhone + Android)

Week 2 — Add the second ask

Create a follow-up to text-only reviewers
Set timing (1–3 days post-review OR 7–14 days post-delivery)
Start with 1 segment (top SKUs or repeat buyers)

Common mistakes (so you can avoid them)

Asking for "UGC" instead of asking for a specific photo
Only asking once (no second ask)
Requiring too much work before upload
Incentivizing in a way that implies positivity
Collecting visuals but not using them (no placement plan)

Benchmarks referenced

Up next (internal links)

Chapter 1: What Changed in 2025
Chapter 4: On-Site Merchandising: Where Reviews + UGC Move Conversion
Chapter 9: Omnichannel + Social Commerce

UGC Photos + Videos: Benchmarks and Capture Systems