Findings show consumers are more likely to purchase products/services with brands who share content from real customers rather than traditional influencers in marketing initiatives
We’re moving further and further away from the traditional influencer model and are focusing more on targeted, engaging approaches to capturing audiences. Many brands think this just means turning to micro-influencers instead, but when they do this, they are missing out on a critical audience of creators – their own customers.
According to EnTribe’s state of user-generated content survey, 63 percent of users say they see a sponsored influencer post at least every time they use social media. The problem: 85 percent find influencers to be inauthentic and/or not relatable.
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.
The study named ‘The State of User Generated Content’ done by EnTribe, a popular social analyst platform shows that user opinion tips more towards ordinary customers rather than social media influencers and content creators.
The Almond Board of California wants more millennials and younger demographics to view almonds as a healthy snack. To get in front of that target audience, they partnered with Marvel for new ads timed to the premiere of Thor: Love and Thunder.