Three-fourths (75%) of people are unlikely to share content on their social media channels that carries a branded hashtag from a company.
That’s according to research by Visual Objects which surveyed around 400 people on their views on branded content.
The study reveals that hashtag campaigns may be on the out. Once a popular marketing format, just 11% of people are now interacting with social media hashtag campaigns.
Instead, more users (40%) are reporting that they engaged with Stories on platforms such as Instagram, Facebook and Snapchat over the past few months.
Another 27% said they had viewed videos as livestreams and interacted with AR lenses and filters.
Almost a fifth are also likely to create their own videos to show how they use a product or business service.
When it comes to user-generated content that works, reviews were among the most effective with 26% saying they had reviewed a business on a third-party website.
And 25% also admitted to having engaged with customer reviews in the last month.
While getting customers to create content is a more cost-effective strategy for brands and marketers to boost their social presence, the findings of the survey highlight that efforts such as reviews work best.