QVC’s Kodak Moment: Evolve or Get Crushed by the UGC Wave

Let’s get real - Kodak wasn’t killed by digital photography. They saw it coming. They even invented the first digital camera. Kodak died because they couldn’t let go of their legacy. They kept doubling down on film when the future was staring them in the face. Sound familiar?

‍

Traditional QVC shopping features a presenter showcasing products in a studio, with live tickers and product details on-screen, while viewers dial in to make purchases in real-time.

‍

QVC is facing its Kodak moment right now. They’ve dominated TV shopping for decades, selling billions of dollars’ worth of products with charismatic hosts, limited-time offers, and non-stop enthusiasm. But here’s the harsh truth: the world doesn’t work like that anymore. Today’s consumers aren’t glued to their TVs. They’re scrolling through TikTok and Instagram, trusting product reviews from regular people - the kind of everyday folks creating UGC (User-Generated Content).

‍

The writing’s on the wall: QVC can either adapt to the UGC-driven economy or face the same fate as Kodak - becoming a relic of the past. Consumers want authenticity, not polished sales pitches. And that’s where QVC is in deep trouble if they don’t wake up.

‍

‍

Here’s the Situation: The Audience Has Moved On

QVC still raked in $9.45 billion in 2023. But what happens when their loyal customer base ages out? Younger generations aren’t tuning in to watch a well-coiffed host wax lyrical about a kitchen appliance. They’re online, binge-watching TikToks of real people demoing products, sharing honest reviews, and making purchases based on social proof.

‍

‍

Influencers put Drunk Elephant to the test: Two beauty enthusiasts demonstrate the power of Drunk Elephant’s clean skincare.

‍

Here’s the kicker: 79% of people say UGC impacts their purchasing decisions. It’s authentic, it’s relatable, and it feels real. QVC’s model? It’s starting to feel as dated as a Kodak film roll. And if they don’t make some serious changes soon, they’ll be watching the UGC wave wash over them.

‍

Adapt or Die: Kodak’s Mistake is QVC’s Warning

Kodak didn’t fail because they didn’t see the digital revolution. They failed because they were too committed to their old business model. QVC is staring down the same barrel. UGC isn’t a fad—it’s how people shop now. Consumers trust people they feel connected to, not polished salespeople. That’s the power of UGC: social proof. People buy when they see others like them using and loving a product.

The good news? QVC can still pivot. But they need to embrace UGC, and fast. Here’s how.

‍

1. Integrate UGC Into QVC Programming

QVC’s traditional format is too polished for today’s consumer. So why not blend the old with the new? Imagine a QVC host doing their usual product demo, but now they’re showing UGC clips of real customers using the product. That’s a game-changer. Instead of a scripted pitch, you’ve got real-life social proof, right there on screen.

Putting Ninja Kitchen to the Test 🔥🍳: Watch as two influencers showcase the versatility of the Ninja Air Fryer and Blender.

‍

Product pages with UGC see a 10% bump in conversion rates. Why can’t QVC do the same on TV?

If they don’t, they’ll look as out of touch as Kodak’s film division when digital cameras took over.

‍

2. Launch a UGC-Driven Channel

QVC should create a UGC-only channel, where everyday people review products, share their experiences, and offer real-world advice. These aren’t salespeople - they’re regular folks. The QVC hosts can curate this content, but the focus is on authentic customer stories.

This is exactly what social commerce platforms like TikTok are doing- and it’s working. Micro-influencers drive 60% more engagement than traditional influencers. People trust them more because they’re relatable. QVC needs to get on board or risk becoming irrelevant to the next generation of shoppers.

‍

Imagine QVC meets UGC: A Netflix-style video hub where real people showcase products in their own authentic way. Picture endless streaming of real-life product demos, reviews, and how-to videos, all created by everyday users. It’s a space where UGC shines, blending the trusted sales expertise of QVC with the relatable, unfiltered voice of real customers.

‍

3. Turn E-Commerce Into a UGC Hub

QVC’s website is where the future is. But it can’t just be a digital version of its TV channel. They need to turn their product pages into UGC hubs. Embed videos, reviews, and real-life customer stories directly onto the product pages. Let the users do the selling.

Think of it like this: instead of a polished pitch from a host, you’re seeing real people demoing products in their homes. It’s authentic, and 93% of consumers say online reviews influence their buying decisions. If QVC doesn’t evolve its e-commerce strategy, they’ll be left in the dust by digital-native brands already doing this.

‍

4. Incentivise Customers to Create UGC

Here’s a simple fix: incentivise UGC creation. Offer customers discounts or perks for posting reviews, unboxings, or product demos. Then, showcase this content on air and online. Make your customers feel like they’re part of the QVC community - because when they feel valued, they’ll stick around and keep creating content.

Brands that incentivise UGC see a 29% higher conversion rate. If QVC wants to stay competitive, they need to put this into action, or they’ll find themselves lagging behind the social commerce trend.

‍

5. Collaborate with Micro-Influencers

QVC needs to drop the idea that only its in-house hosts can sell products. Influencers - specifically micro-influencers - are today’s trusted salespeople. QVC should partner with these creators and let them take over their livestreams, Instagram feeds, and product reviews.

Micro-influencers have small, loyal followings, and they feel real to their audiences. They generate 60% more engagement than traditional ads, which translates directly to sales. If QVC doesn’t get in the influencer game, they’re going to miss out on the most powerful marketing trend of the decade.

‍

QVC’s kitchen category meets UGC: A Netflix-style video hub where real home cooks showcase products in their own authentic way. Think endless streaming of recipe demos, product reviews, and cooking tips—all created by everyday food enthusiasts. It’s where QVC’s trusted expertise blends seamlessly with the unfiltered voice of real cooks, bringing kitchen essentials to life.

‍

‍

6. Create a Hybrid Live Shopping Experience

QVC already has the live-shopping model perfected, so why not combine it with UGC? Let users interact during live streams, ask questions, and share their own experiences in real time. Blend live demos with UGC clips, creating a two-way conversation that feels personal and engaging.

47% of live-stream viewers make a purchase during the stream, and if QVC can inject UGC into these streams, they’ll create an experience that’s not only entertaining but also trustworthy. It’s a modern twist on their classic format—and it could be the key to staying relevant.

‍

Conclusion: QVC’s Kodak Moment is Now

QVC is at a crossroads. Like Kodak, they’ve got a successful business model that has worked for decades. But also like Kodak, they’re facing a massive shift in how their audience shops. The rise of UGC and social commerce isn’t a small disruption - it’s a tidal wave. And if QVC doesn’t jump on board, they’ll get washed away.

QVC has the tools, the infrastructure, and the brand recognition to pivot. But they need to do it now. UGC is how consumers shop today, and if QVC can integrate that authenticity into their programming, e-commerce, and live streams, they can avoid the fate that befell Kodak.

The choice is clear: evolve or die.

‍