EnTribe Study: Consumers Want Content From Real People, Not Influencers
July 12, 2022
Community and content development software-as-a-service platform EnTribe has found in research on the impact of user-generated content in marketing that consumers want to hear from people more like them.
There is growing evidence that consumers prefer to see content from real customers instead of traditional influencers, according to the survey. Polling more than 800 people across the U.S., the survey found that 85% of consumers find influencers inauthentic or unrelatable, and the same percentage would like to see content from individuals who have experience with the product.