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

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in