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BizReport : Blogs & Content archives : May 06, 2016

Survey: Disconnect between brands, consumers about UGC

It turns out, brands and consumers aren't as in sync as many experts have believed when it comes to user generated content. While many brands believe their consumers are ready to share user-generated content (UGC) to win contests, consumers say they aren't at that point.

by Kristina Knight

Offering a reward for shoppers to share content, sales and other information has been a strategy many brands have used in the social space. But, according to one new report, consumers aren't completely on board with the strategy. Researchers with Offerpop found that while most brands feel their consumers 'are motivated' to share this type of content only about one-third (32%) of consumers say they're willing to participate.

"On-brand UGC won't create itself, yet it's one of the most valuable tools a marketer could have," said Wendell Lansford, CEO and co-founder of Offerpop. "When 85% of consumers say they find UGC more influential than brand-created content, it's time for marketers to listen. It's more important than ever for brands to have a proactive strategy for connecting with consumers, inspiring UGC creation and leveraging that content to increase performance across all of their channels."

What do those consumers want instead of a random prize? They want their content to be liked and possibly featured by the brand (60%). Other interesting findings from the survey include:

• 53% of consumers want brands to be specific about how they want UGC shared
• 16% of brands offer UGC creation and sharing specifics
• 2x more consumers share UGC because they 'want friends to know' about a brand

Tags: branded content, Offerpop, social marketing, UGC tips, UGC trends, user generated content

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