Like it or not — consumer created content has an impact on our purchase decisions — and successful marketers know how to tap into this content to maximize efficiency across their campaigns.
San Francisco-based social content company Stackla, has surveyed 2,000 online consumers for its Influence in a Digital Age report.
It found that consumers are highly influenced by images, and content that they can relate to.
The report shows that users love user generated content (UGC) — they do not like influencer advertisements.
In fact, over nine out of ten consumers say authenticity is important when deciding what brands they like and support.
And they think that UGC is much more authentic then content created by brands.
Only two out of ten consumers think that content created by brands is the most authentic — what a waste of marketing dollars.
Although less than half of consumers said that they thought they could identify UGC, in reality seven out of ten of us can tell whether an image has been created by a brand or an ordinary consumer. Almost six from ten consumers think that most brands do not create authentic content at all.
With a third of millennials are influenced by what they see online — compared to only six percent of baby boomers — marketers have a fabulous opportunity to succeed, simply by tapping into this content and gaining reach.
As over two-thirds of consumers (72 percent) post to Facebook at least twice per month and a third post to Instagram, content can easily be propagated. In the US, almost half (42 percent) post six times per month to Facebook according to the report.