EnTribe 2022 User Generated Content Survey

The heightened consumer demand for authenticity and representation from brands has phased out the traditional influencer marketing model, which centered on brand-sponsored content from high-profile social media users. As a result, brands are moving away from the larger, macro-influencers and focusing on ‘micro-influencers’, or individuals with smaller but more engaged audiences, to reach target consumers. However, what many brands are missing is that their very own customers are actually their best and most impactful creators.

To capture the potential of user-generated content, the third party-administered survey polled 819 Americans in April 2022 to understand their attitudes towards traditional influencer content and how they would respond to brands promoting content from actual customers.

Notable Survey Results:

• 85% of those surveyed found influencers inauthentic and/or unrelatable.
• Only 21% stated influencer content positively impacts their perception of a brand. Nearly one-in-three (29%) report it negatively impacts their perception.
• The majority of respondents (85%) would prefer to see brands share content from actual customers.
• If brands incorporated user-generated content into marketing initiatives, 84% of those surveyed report being more likely to trust the brand and 77% of respondents would be more inclined purchase their products or services.
• Nearly two-in-three (65%) of respondents between the ages of 18-44 would be more loyal to a brand if they requested and used content from the respondent in marketing initiatives.

Conclusions

These survey results highlight the opportunity created by the strategic use of user-generated content within marketing initiatives, especially as it relates to social media. 64% of consumers follow their favorite brands on social media, and that number is higher among Gen Z and Millennials, with 76% of respondents between the ages of 18-44 reporting they follow their favorite brands on social media.

However, the abundance of brand sponsored content is starting to wear on consumers. 64% of respondents report seeing sponsored content almost every time or every time they open social media apps. This number is higher among Gen Z and Millennials, with 72% of respondents aged 18-44 reporting they see sponsored content almost every time they open their social media apps, and 29% reporting sponsored content negatively impacts their brand perception.

However, regardless of age, all respondents are in agreement that brands who promote content from real customers are more trustworthy and more likely to receive their business. While just seeing the user-generated content on their social media feeds is impactful enough for older generations, respondents aged 18-44 would like to contribute to the user-generated content used in brand marketing initiatives. To go beyond just requesting content, brands can increase loyalty and repeated purchases by offering incentives to submit content, as 76% of those surveyed stated they preferred discounts or rewards points.

To view the full findings of the survey, please click here.