Report: Brands cut through social media noise better with consumer-created content

New study from Stackla reveals authentic consumer-created content drives stronger brand affinity

Authentic, consumer-created content drives brand affinity and cuts through social noise, a new study claims.

The 2017 Consumer Content Report: Influence in the Digital Age, released by social media influencer management platform, Stackla, surveyed 2000 adults in the US, UK. and Australia, and found that even in today’s consumerist and celebrity-centric culture, authenticity drives brand affinit.

The vast majority of consumers (86 per cent) said authenticity is important when deciding what brands they like and support. And people find consumer-created content to be the most authentic form of content. The report also showed consumers are three times more likely to say that content created by a consumer is authentic compared to content created by a brand.

Social circle influence also surfaced as powerful for brand affinity, the report finding that on average, 60 per cent of consumers said content from a friend or family member influenced their purchases decisions. In fact, 57 per cent of millennials said they have made travel plans based on an image or video they saw a friend post on social media and 56 per cent decided to eat at a restaurant because they saw a friend post about. Meanwhile just 23 per cent of consumers said content from celebrities influenced their purchasing decisions

The report also found that brands can’t fake authentic content as on average, adults can correctly identify if an image was created by a professional or generated by a consumer 70 per cent of the time. The study further revealed customers will punish brands that try to ‘fake it’, with 30 per cent of millennials saying they have unfollowed a brand on social media because they felt their content was inauthentic.

“Today, authenticity is king. Consumers are inundated with content, and the only way brands can cut through all that noise is with authentic content,” Stackla chief product officer, CMO and co-founder, Peter Cassidy, said. “Since consumers see UGC as inherently authentic and trustworthy, the best marketers among us are increasingly leveraging it to build lasting relationships with customers, deliver relevant brand experiences and ultimately drive revenue.”

Follow CMO on Twitter:@CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in