· User-generated content (UGC) is material produced by a company’s customers rather than the brand itself. UGC is proving itself to become one of the most effective marketing tactics helped along by the post-Covid trend of online commerce. Originally pioneered by B2C brands,B2B companies are also using this as a marketing technique, with both utilising their employee-generated content as well
· Momentum of UGC has come from platforms that have hamessed the creativity of people and provided a wide-eaching
audience. Platforms such as TikTok have created a clear avenue for UGC to become an increasingly powerful marketing technique for brands
· This is no surprise when 74% of consumers now rely on social media to inform their purchasing decisions, explaining the tidal wave in creator-generated content or influencers,which is often incentivised with affiliate links, discount codes or competitions · However, trends are shifting rapidly, with consumers finding UGC nearly 10x more impactful than influencer content when making purchasing decisions. While influencer marketing is still effective, consumers recognise this type of advertisement is heavily incentivised, and therefore losing its authenticity
· Consumers often face decision paralysis due to ample choice and information overload. Brands are prioritising creation of
long-term engagement and authenticity to combat this, buta survey by Stackla found that only 52% of consumers feel that brands create content that resonates as authentic, representing a clear disconnect between consumers and marketers, as 92% of marketers believe that they are producing authentic content for their brand
. Despite the disconnect between consumers and marketers over what constitutes authenticity, there is little disagreement over
the importance of authenticity and personalisation when it comes to content that is influential and desired by consumers. Finnish ecommerce personalisation platform NOSTA found thot over 90% of consumers cite guthenticity as the key factor that impacts which brands they favour and support
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