What is UGC and Why is it So Important for Your Brand?
People are tired of traditional ads and no longer pay attention to them. In 20 minutes online, they encounter hundreds of ads – the human mind perceives them merely as disruptive noise. UGC content is a relatively simple solution to break through this desensitization.
The Crisis of Trust in Marketing
According to Stackla, 51% of consumers stated that almost half of brands do not create content they consider authentic. In contrast, 92% of marketers believe their content is authentic.
This discrepancy creates a gap between the brand and customers – marketing strategies are less effective, and customers do not build a genuine relationship with the brand.
UGC as the New Word-of-Mouth
92% of customers trust online content from friends and family more than any marketing tactics. Parasocial relationships on social media extend this effect to strangers and influencers.
Compared to brand content, UGC is 2.4× more likely to be chosen by customers as the most authentic.
UGC in Numbers
Trust in UGC vs. brand content
Stackla
Millennials influenced by UGC in purchasing
Digital Information World
Increase in campaign engagement with UGC
Stackla
Chance that a customer will click on a UGC ad
Stackla
UGC works at all stages of the customer journey – from brand discovery to repeat purchases. The statistics are clear.
Investing in a UGC strategy is a sure bet – it's virtually impossible to replicate authentic content otherwise.
The Impact of UGC on Customer Behavior
The mere presence of UGC changes how customers interact with your brand – from repeat visits to time spent on the page.
On social media, the effect is even more pronounced. UGC simply resonates.
Three Mechanisms by which UGC Works
Why customers react differently to UGC than to brand content.
Community and Humanizing the Brand
51% of customers will be more loyal if the brand shares their content.
Authenticity and Resonance
Authentic UGC content with real people in real environments breaks through the desensitization to advertising.
Social Media and Parasocial Relationships
71% of millennials are on social media daily. 75.8% use social media to search for products.
Conclusion
People trust UGC more than carefully prepared ads. It's virtually impossible to replicate authentic UGC content otherwise.
Investing in a UGC strategy is a sure bet. At Brand Testing Club, we will help you acquire and utilize authentic UGC from real users.
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