February 26, 2019
Me: writes a blog on brands authenticity and influencers
Over the years it’s clear that social media has introduced a brand new way for us to communicate, impulsively shop, and see content from parts of the world that leave us in awe. On social, we are constantly served a platter of digital ads from our favourite brands, leaving us to make decisions about purchasing or interacting. But, everyone has trust issues. We’re no longer a passive generation, blind to how brands are using influencers to push and sell their products.
*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.
So, what do the people want?
It’s probably not surprising that 90% of consumers said authenticity is important when making the decision to support or like a brand. And, brands and marketers agree. Despite the majority of marketers believing that most, or all, of their content they create online resonate as authentic with consumers – only 51% of consumers believe they are served content that matters to them.
*Image from Stackla
Ever ordered a meal expecting it to meet all of your expectations, yet, when it’s served it’s a complete catfish? Those are exactly the kind of habits that brands are forming.
It’s not just branded content that are influencing consumers to make those important purchases. UGC (user-generated content) is still the most influential content to consumers when it comes to making those important purchase decisions.
Influencer and/or celebrity content is currently in the red zone, with less than 10% of consumers making a purchase decision if a celebrity or influencer is featured. It’s evident our trust has been shaken over the years by the numerous reports of false influencer behaviour. (Netflix lovers, think how much your jaw dropped when you watched the Fyre Festival documentary!) Seeing as the cost of influencer marketing can range anywhere from $250 per Instagram post to upwards of $500,000 per YouTube video according to Digiday, this may not be the most effective use of a brands’ marketing budget.
So I get it, marketers you are feeling pressured to create more content, but you’re not investing in the content consumers seek. Not only do you need to produce more compelling and visual content to break through in an increasingly cluttered landscape, but you also need to ensure that content is always fresh. So, why are we struggling to create content when everyday people have become the world’s greatest content creators? *take a breath*
Users are desperately sharing their experiences with the attitude of ‘pick me!’ All you have to do is notice them. 51% of people say they’d be more likely to continue engaging with and/or purchasing from a brand if it shared their photo, video or post throughout its marketing.
We get it, it’s challenging trying to bridge the gap. But, including UGC content into your social strategy plan is possible! Everybody wins when you reduce the costs of production and still create relevant content with your most loyal consumers.