CONSUMER TRUST SURVEY: KEEPING IT REAL by OLAPIC
Find below the “Consumer Trust Survey: Keeping It Real” by Olapic in 2016
If you need help or support establishing your social media marketing metrics, contact us 🙂
ABOUT THIS REPORT AND METHODOLOGY
Visual communication is the oldest method known to man, but it is witnessing a renaissance thanks to the rise of the visual web, smartphone technology, and social media. These innovations have empowered us as consumers to create our own content using platforms like Instagram, and to compare it against collateral shared on brand-owned accounts. As a result, the old adage, ‘people trust people, not brands,’ has never been more true than it is today. When advertisers promote worlds different from our own on the platforms we use every day, we turn to friends and families for inspiration. But this doesn’t mean brands can’t get involved; in fact, user-generated or “earned” content is rapidly becoming an indispensable marketing tool for brands. As the role of user-generated content (UGC) becomes more prominent, Olapic seeks to empower brands to communicate in new ways, using real customer images and videos across touchpoints. The following report offers insights into what, how, and why consumers create, discover, and engage with earned content. In the following pages, you will learn why UGC is seen as more trustworthy than other kinds of content, and what effect this has on sales and revenue. This research was commissioned across 6 markets in the U.S. and Europe. It was carried out in April 2016 by market research specialist Censuswide on behalf of earned content platform Olapic, in collaboration with Withpr. An online survey of 15 questions was completed by a total of 4,578 active social media users* between the ages of 18 and 49 in the U.S. (611), U.K. (698), France (807), Spain (852), Germany (762), and Sweden (848).
CONSUMER TRUST SURVEY OLAPIC KEEPING IT REAL 2016
KEY REPORT KEY FINDINGS
74 percent upload photos hastagging a brand stat result olapic
- 45% of respondents look at user-generated images for inspiration once a day or more
- 7X respondents trust images of other consumers on social media 7x more than advertising
- 56% are more likely to buy a product after seeing it featured in a positive or relatable user generated image
- 49% of respondents are more likely to buy a product across verticals when endorsed by a real person
- Almost a quarter of respondents say they have bought a product after seeing it featured in UGC.
- 40% of respondents say the main reason they upload photos with branded hashtags is to share purchases with friends.
- 76% of respondents who trust UGC most, 76% view content posted by other consumers as more honest than advertising
- 76% of 18- to 24-year-olds who trust earned content over other forms of content say it is more honest
- 74% of all respondents have uploaded a photo hashtagging a brand
most trusted content user generated olapic stat survey results
If you need help or support establishing your social media marketing metrics, contact us 🙂
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CONSUMER TRUST SURVEY OLAPIC KEEPING IT REAL
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