Leverage User-Generated Content to tap into personal recommendations

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 01, 2022, 1:40 AM GMT+0

92% of consumers trust online content from friends and family above all other forms of marketing.

The majority of millennials said user-generated content had influenced their purchase decision. Half of the consumers also reported UGC is more memorable than brand produced content. In fact, 5.4 hours a day is spent on different types of user-generated content. These numbers indicate that UGC is crucial for creating authentic brand campaigns.

UGC can also help brands reach audiences while building their trust and credibility. Creating authentic UGC campaigns can also help brands stand among competitors. Along with influencing a purchase decision, UGC furthers community and loyalty while also gathering information about the target market. 

By collecting and highlighting users’ product and services reviews, brands can naturally promote their offerings without being salesy. Instead of posting perfect product images and features, brands can have showcase user-generated content that speaks volumes and resonates with the target audience.

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