User-generated content could be more effective than branded content and influencers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 25, 2019, 5:55 PM UTC

Most consumers view UGC as the “most-authentic” and most influential form of content

A survey by video platform Stackla of 1590 consumers and 150 B2C marketers reveals a mismatch between how the two see content authenticity. While both agreed it was important for brands, 92% of marketers surveyed believed the majority of brand-created content is considered authentic by consumers, whereas 51% of consumers saw “less than half of brands” creating authentic content.

The marketers were also at odds with consumers about UGC. When asked to choose, 58% of consumers said UGC was the most authentic form of content, the most popular option. But marketers were more than twice as likely as consumers to say branded content connected most.

Prioritising UGC may also have other benefits for marketers. It is cheaper to produce, readily available, and consumers report it is much more influential on their purchases than branded or influencer content.

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