Consumers and marketers on different pages when it comes to brand authenticity, according to research

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4th March 2019 13:20 - Media and PR

Consumers and marketers on different pages when it comes to brand authenticity: A survey of consumers in the UK, US and Australia has found 90% feel authenticity is important when choosing the brands they shop with and follow. The research also polled 150 marketers, with 83% saying authenticity is important to their brands.

The results, however, showed a disconnect between what consumers accept as authentic and what marketers think they will find authentic. 

The research by social media aggregator, Stackla, titled Bridging the Gap: Consumer & Marketing Perspectives on Content in the Digital Age found that while 92% of marketers believe their content is judged authentic by consumers, 51% said that less than half of brands deliver content which they deem to be authentic.

User-generated content

When it comes to the most authentic content, user-generated content (UGC) is king according to the research, with 58% of consumers polled in agreement. However, when looking at responses from marketers, they are 2.1 times more likely to believe brand-generated content is more authentic. Consumers are 2.4 times more likely to see USG content as more authentic than branded content.

User-generated content is also the most influential source of content for inspiring a purchase or decision according to the survey – with most consumers saying they have chosen to buy something on the back of seeing user-generated visuals. More than half (57%) said they have booked at a restaurant after seeing related USG, while others have bought products (54%) or have been inspired to book a holiday (52%) after seeing a video or image created by a consumer.

Changes from a year ago...

When it comes to buying products, 79% of consumer respondents said that UGC highly shapes their purchasing decisions, compared to just 60% in 2017.

Interestingly, where in 2017, 23% of consumers said celebrity or influencer content influenced their spending, just 8% said the same in 2018.

Also interesting is that while many of the consumers polled said that celebrity or influencer content does little to persuade them to buy a product, almost half of the marketers questioned (49%) said they are planning to increase how much they spend on influencers in 2019.

* 1590 consumers were polled for this study and 150 marketers. 

Image: Pixabay 

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