Content is Crucial for Brands
The impact of influencer content is declining while user generated content grows. In fact, 79 percent of people say that user generated content highly impacts their purchasing decisions (Stackla, 2019). And it makes sense. Consumers have more ways now than ever before to discover and research brands and products.
User generated content includes any type of content such as images, comments, reviews, videos, and so on that have been posted by users on online platforms such as social media. Consumers are increasingly finding ways to carry out their own research online by looking at what other consumers have experienced and shared. For instance, visual content is highly valued by customers when it comes to travel or dining experiences.
It’s also interesting to note that the same research claims that celebrities have a declining influence on consumer decision making. Only eight percent of customers claimed that influencer content highly impacts their purchasing decisions, which is down from 23 percent in 2017.