It’s no secret that consumers have a growing distrust towards branded content. Studies have shown that we trust our peers more, and it makes sense. We trust people we know more than strangers, so it’s no surprise that despite all the marketing techniques we use, word-of-mouth can never be trumped. This is where user-generated content comes in!
It has been found that 92% of us trust peer recommendations more than brand messages, and 77% of consumers don’t really want a relationship with a brand. If you did not know these stats and you’re a marketer, I’m sure you’d find your job a lot more challenging all of a sudden! That’s why your brand really needs user-generate content – especially when you have a millennial audience!
So, brands that do marketing right, invest money and a fair bit of time, in blogger outreach and influencer marketing. But one must not forget the power of user-generated content, something that is still overlooked by many marketers because of how difficult it is to get high quality and shareable content from users.
User-generated content has many merits that you must consider. It’s free content – all you need to do is ask for it. Usually, your brand advocates will be the first to upload theirs, paving the way for other less-engaged fans and followers to follow suit. It’s also great way to strengthen bonds with participants: upon receiving an entry, do not hesitate to interact with them and thank them for their content – this is is especially relevant for leisure and travel companies, for which user-generated content is very valuable.
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If your target-audience is mainly millennials – although their behaviour can be somewhat unpredictable and changes very rapidly – user-generated content is a surefire way to win their hearts! The infographic below, shows just that! Millennials LOVE user-generated content! It’s getting easier for them to create it, and it’s a lot more influential in terms of informing them in their buying decisions.
- – 1/3 of millenials’ 18 hours of daily media-consumption is spent on user-generated content!
- – Social media, where UGC reigns supreme, is the top media for millennials
- – UGC is 50% more trusted than any other media
- – Peer reviews are regarded as, as important as professional ones
- – UGC is 20% more influential than all other media types, when it comes to making a purchase!