As consumers become increasingly immune to brand-produced content, skipping sponsored articles and blocking digital ads, marketers are turning to a more organic approach in the battle for customer attention: user-generated content (UGC).
Not only do 76% of consumers trust the content of fellow consumers more than they do branded content, but 92% trust consumer recommendations, even those from strangers, over brand messaging. Given this clear desire for authenticity, brands are increasingly making user-generated content an essential part of their marketing strategy. Nearly 90% of companies across wide-ranging industries report implementing user-generated content in some fashion.
