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Making Social Profitable

Get Better Results And More Freedom From Your Marketing

Is your brand giving consumers what they want? How do you know what they are really looking to see? One way is to stay informed by studying statistics.

Now we know you don’t have a lot of time to comb through a bunch of numbers, so here’s a recent data report released by Stackla: “Bridging the Gap: Consumer & Marketing Perspectives on Content in the Digital Age.” In this report, 1,590 consumers and 150 B2C marketers from the U.S., UK and Australia were surveyed. The results were that even though consumers and marketers agree on the importance of authenticity and personalization, their opinions greatly vary concerning the type of content and sources that seem to be the most authentic, influential and desired throughout the buying process.

Important Findings Include:

  • Compared to brand-created content, consumers are 2.4x more likely to say user-generated content (UGC) is authentic compared to brand-created content
  • While 92% of marketers believe most or all of the content they create appears as authentic, the majority of consumers (51%) believe that less than half of brands create authentic content
  • 90% of consumers feel authenticity is important when deciding which brands they like and support — up from 86% in 2017
  • 79% of people say UGC highly effects their purchasing decisions, yet only 13% said content from a brand is impactful and only 8% said influencer-created content would highly impact their purchasing