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

Launch Marketing Council Episode 3: Launching in the technology sector

Our multi-part video series, Ready to Launch, is focused on unlocking the secrets of launching brands, products and services by exploring real-life examples from Australia’s marketing elite. The series is being produced as part of the Launch Marketing Council initiative by CMO in conjunction with independent agency, Five by Five Global.

More Videos

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

Read more

Hey Emilie - great read, and I particularly liked the section on the pressure of having brand purpose/Gen Z spending habits. It's great t...

Chris Thomas

Have customers really changed? - Marketing edge - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

Blog Posts

The ultimate battle: brand vs retailer

At the beginning every brand is pure. Every founder with a dream cherishes the brand like a newborn. But very soon that newborn goes out into the big wide world.

Simon Porter

Managing director, Havas Commerce

How the CMO can get the board on the customer’s side

For some CMOs, it’s easy to feel alone in the undying quest to better serve the customer. At times, it feels like the marketing department and the boards are speaking a different language, with one side trying to serve the customer, and the other side more focused on the shareholders and financials.

Jeff Cooper

CMO and board, Business Excellence Australia

The Secret Ingredients of a CX-Led Company Culture

When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.

Steven van Belleghem

Author, CX expert

Sign in