There’s no denying that social media has drastically changed the way people communicate, shop and experience the world. But as consumers look to social media and other digital channels to discover products, make purchasing decisions and interact with brands, what types of content do they seek and trust most?
As it turns out, it’s not the content brands are spending lots of money to produce, but the content consumers themselves are creating and sharing online everyday – user-generated content (UGC).
Stackla recently surveyed 1,590 consumers and 150 B2C marketers from the U.S., UK and Australia, to uncover the gaps that exist between the content consumers want and what marketers believe they’re providing – the results of which should serve as both a warning and an opportunity for marketers everywhere.
Authenticity has never been more important
Though it probably won’t come as a big surprise, ad-exhausted audiences are increasingly looking for authenticity.
A whopping 90% of consumers said that authenticity is important when deciding which brands they like and support – up from 86% in 2017. And marketers understand how much authenticity matters, with 83% saying authenticity is very important to their brands, and 61% believing authenticity is the most important component of impactful content.
So just how authentic and effective is the content brands are producing? That depends on who you ask.
An overwhelming 92% of marketers believe that most or all of the content they create resonates as authentic with consumers. Yet the majority of consumers disagree, with 51% saying less than half of brands create content that resonates as authentic.
Read More at: Social Media Today
#Brandovative #SocialMedia #SEO #SearchEngineOptimization #ContentMarketing #ContentManagement #MarketingTactics #ResponsiveTechnologies #SearchEngineVisibility #SocialMediaEngagement