Bridging the Gap: Consumer & Marketing Perspectives on Content in the Digital Age
16 Oct 2022
Key Findings
- 90% of consumers say authenticity is important when deciding which brands they like and support
- Although 92% of marketers believe most or all of the content they create resonates as authentic with consumers, 51% of consumers say less than half of brands create content that resonates as authentic.
- Consumers are 2.4x more likely to say user-generated content is authentic compared to brand-created content, yet marketers are 2.1x more likely to say brand-created content is authentic compared to UGC.
- 79% of people say UGC highly impacts their purchasing decisions, yet only 13% said content from a brand is impactful and a mere 8% said influencer-created content would highly impact their purchasing decisions.
- Although consumers find UGC 9.8x more impactful than influencer content when making purchasing decisions, 49% of marketers are planning to increase their investment in influencer marketing in 2019.
- 67% of marketers say they plan to increase their use of brand-created visuals, but only 15% of consumers say that’s the type of content they most want to see from brands.
- 67% of consumers say it’s important for brands to provide them with personalized experiences, yet 55% of people either disagree or are ambivalent about whether the majority of brands today actually provide them with a personalized experience.
Was this article helpful?
6946
772