New Ideas in Marketing
Essential news for marketers, summarised by YouGov

This helps capture “real people demonstrating real emotions.”

This article says that consumers are increasingly resisting marketing content which looks and feels “inauthentic”. It cites a study which found that 92% of consumers trust user-generated content (UGC) over stock photos. For this purpose, the author recommends opting for UGC over stock images.

Traditional marketing offers imagery which is often “too good to be true.” It is essential for brands to demonstrate a sense of real-life experience, which can be achieved through UGC. It also offers a constantly expanding pool of content showing real emotions as against models in stock photo.

This additional volume can help marketers collect visual content from a wider territory as compared to stock photo libraries. Further, UGC adds a genuine voice of the creator to the conversation.

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[4 minute read]

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