The Credibility of User-generated Content, and Why It Matters to Marketers

Posted by Arnt Eriksen in Advertising, Creativity, Inspiration, Marketing, Nordic.Agency, PR – January 4, 2017

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"76 percent of consumers believe the content that average people share is more honest than advertising from brands" - Olapic co-founder, Pau Sabria

User-generated content (UGC) is any form of content posted on social media, wikis, forums, blogs etc. by people who don’t represent brands or companies. A recent survey conducted by Olapic showed that millennials and baby-boomers trust UGC more than any other type of content. We  think it’s interesting because it gives us a better understanding of how consumers think and what ultimately influences their decision  – and that’s kind of our job.

As marketers we want to make people feel or think a certain way. Consumers are hit with hundreds of ads every day, which makes it increasingly more difficult to stand out among the masses. It’s crucial to understand whom you’re talking to and to empathize with your audience. The survey by Olapic shows that this, and the previous generation, take other peoples product reviews and recommendations very seriously, and that UGC is perceived as honest content. We would say that this, in a way, emphasizes why good content and good quality products are important, because if something is good there’s a good chance people want to talk about it.

Read more about the survey on Adweek: