UGC is the Key to Authenticity and Consumer Influence

UGC is the Key to Authenticity and Consumer Influence

Marketers today are constantly competing for attention with consumers.

There are more options than ever for consumers to find, research, buy, promote, and purchase products and services. But what content and sources can they trust?

To examine what is being shared and created online and to determine the true influence on people’s buying decisions, we review the Consumer Content Report and our Post Pandemic Shifts In Consumer Shopping Habits Report. These are the results.

Authenticity Matters

Brand authenticity is now crucial because consumers distrust advertising and marketing.

The consumer content report showed that 86 percent of consumers believe authenticity is crucial when choosing brands to support and like. Millennials are even more likely to believe authenticity is important, with 90% of them stating it.

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This is a trend that has only increased since the pandemic. For example, 88% of the shoppers who were surveyed in our post-pandemic consumer survey deemed authenticity important. 50% also considered it very significant.

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How do brands stack up?

Brands Failing to Produce Content that Resonates with Consumers

In this same recent report, 83% of consumers believed retailers aren’t providing enough authentic shopping experiences at current. On top of this, our consumer content report showed that more than half of consumers think brands aren’t creating content that feels authentic, while fifty-seven percent said the majority of brands are failing to create content that resonates as authentic.

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Consumers are not easily fooled. 70% of people can tell the difference between brand-created and consumer-created material.

Authenticity is important because consumers can tell the difference and they will also withdraw from brands that don’t feel authentic. In our post-pandemic report 58% of consumers stated they had left an ecommerce site without buying because it didn’t have any customer reviews or photos. Customers, especially younger ones, might even disconnect from brands who try to fake authenticity online. 30% of Millennials unfollowed a brand because they felt the content was not authentic.

If authenticity is the king, then what content should be ruled supreme?

User-Generated Content is regarded as the most authentic and influential

Sixty percent of people said UGC is the most authentic form of content. In fact, our data showed people are three times more likely to say that content created by a consumer is authentic, compared to content created by a brand.

Despite all the hype around influencer marketing, celebrities and influencers actually have the lowestinfluence on consumers’ buying decisions. 60% and 70% of Millennials said that social media content from their friends and families influences their buying decisions. Only 23 percent thought celebrity influencer content had any impact. This sentiment was only reinforced by our recent report, which found that just 9% of respondents felt that influencer content had any impact.

UGC has more power than just talking. More than half of Millennials made decisions to book travel or eat at a restaurant because they were inspired by consumer-created content on social media.

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Users Are Making Massive Sums of Positive UGC

UGC is more than just a reference to it in purchases. After they make purchases, the power lies in how they actively create it.

Social media is full of positive brand experiences. These include everything from their travels to the products and food they eat, as well as the brands they have purchased.

Nearly 52% of consumers claim they post at least once per month on social media about products they have purchased. People are also more likely to post about experiences they have had.

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Seventy-six per cent of people would share a positive experience with food, drink, or dining on social media. This is in addition to the impressive 85 percent of people and 97 percent of Millennials! They would like to share positive travel experiences on social media.

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Marketers who struggle to find the right content and break through the noise are able to tap into this wealth of UGC.

Customers Like You Showcase Their Content

You’ll not only have a larger content bank by leveraging UGC. It’s also possible to build stronger customer relationships with the creators of the content. We found that 43% more consumers engage with brands if they share their video or photo. It can also impact their likelihood of buying from the brand. 61% say they would be more loyal and more likely to purchase from a brand if they were invited into a customer advocacy community or became a content creator. UGC is, in short, the gift that keeps giving.

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