Authenticity. It’s a word we hear often in marketing and PR, but how important is it to audiences? According to a recent study by Stackla, it’s extremely important to consumers. Their 2017 Consumer Content Report: Influence in the Digital Age had a number of interesting findings that could be useful as you plan your 2018 content strategy, particularly if you are considering any elements of user-generated content.
- Authenticity is important to all age groups surveyed—overall, 86 percent of surveyed consumers said it was a factor in the brands they support.
- However, it is most important to Millennials. Ninety percent of Millennials said it is important, while of the baby boomers surveyed, 80 percent said it is important; and 85 percent of Gen X felt authenticity is important.
- So, what kind of content resonates as authentic to consumers? The survey found that content created by other users rang true, while brand-created content was less so. In fact, 30 percent of Millennials report “unfollowing” a brand because of inauthentic content.
- Celebrities aren’t that influential, according to the survey. Only 23 percent of respondents said that they had made a purchasing decision influenced by a celebrity, while the recommendations of friends and family members ranked highest, at 70 percent.