For years marketers have been told that content is king, in truth context is king and with context comes great content. Consumers no longer believe brand messaging and rely on peers for recommendations or more authentic content. Welcome to the world of earned media and user generated content (UGC).
UGC promotes authenticity. It’s easy for marketers and brands to get hung up on creating high-quality content, but in today’s world of influencers a shaky Instagram video or picture can actually convert better than an expensive ad campaign. Today’s consumers consume content via mobile and social channels, and authenticity is much more important than branded messaging.
As a study recently found, 63% of consumers would buy from a company they consider to be authentic over and above its competitors, and 43% of millennials rank authenticity above the content itself when consuming news.
Welcome to the UGC Factory. To understand how we can help you and your brands leverage user generated content, or simply find out who your biggest micro-influencers are, simply contact us. We look forward to hearing from you!