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

Blog Posts

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...

denysf

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in