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BizReport : Blogs & Content archives : May 09, 2014

Consumers want original content direct from brands, not celebrities

Consumers don't want to see celebrities parading products. Instead, they want original content directly from the brands themselves, according to the results of a new survey from SaaS content management platform WP Engine.

by Helen Leggatt

Two-thirds (62%) of Americans want to see brands creating their own, original content such as blogs that provide information such as tips on using a product or stories from customers.

What they don't want is anything that blatantly sells a product and nearly all (96%) are not interested in promotions in which celebrities are seen using a company's products, echoing recent search from Unruly that found celebrities don't contribute to ads going viral.

Interestingly, even with significant use of social media more than half of consumers (52%) prefer to go directly to a company website for content about a brand. Meanwhile, just 25% go to social media and 22% go to third-party articles. The type of content U.S. consumers want to see coming direct from brands includes articles on important issues (27%), research on the company's industry (16%) and funny stories (12%).

"It's never been more important for brands to stay relevant by producing their own content," said Heather Brunner, CEO of WP Engine. "Consumers demand content and the research shows that even with various outlets they can go to, consumers still want to hear directly from the brands.

Image via Shutterstock

Tags: advertising, brand marketing, celebrity endorsement, content marketing

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