Authenticity is key: consumers prefer user-generated content over branded content

Anne Freier

In Mobile Advertising. March 5, 2019

Being an authentic brand has never been more important than it is now with 90% of consumers saying that authenticity is crucial in helping them to decide which brands to supports (up from 87% in 2017).

According to new research from Stackla, the UGC platform, 92% of marketers believe their content to be authentic, however, consumers don’t agree with 51% saying that less than half of brands create authentic content.

Having surveyed 1,590 consumers and 150 B2C marketers in the US, the study also found that consumers perceive user-generated content more authentic compared to brand-generated content, and 79% added that it impacts their purchasing decisions. Just 13% felt that branded content was impactful whilst a mere 8% consider influencer-marketed content to have impact.

Yet, 49% of marketers are upping their influencer marketing budgets in 2019.

Although 92% of marketers tend to think they are performing well when it comes to personalisation, 14% of consumers disagree and 41% neither agreed nor disagreed that brands delivered personalised experiences. However, 67% of consumers believe that personalisation is important.

When it comes to content, marketers are still battling some of the challenges they have before. This includes measuring content efficacy (60%), managing content (57%) and sourcing visuals (50%).

Meanwhile, 63% of marketers said they felt pressured to produce more content, whilst 67% admit that they plan to use branded visuals more often. However, it’s worth bearing in mind that just 15% of consumers actually want to see that sort of content from brands.

So what type of content do consumers want to see from brands?

The answer may be user-generated – according to 56% of consumers.

And what type of content are consumers happy to provide?

89% of respondents said they would post travel experiences, whilst 85% would leave positive restaurant dining reviews. Another 65% would post about positive health and beauty experiences and 62% would share experiences about a new car.