Did You Know

User generated content

May 23, 2020
EHL.AI

A list of UGC trends and statistics that emphasize its importance found at Stackla.

  • 90% of consumers say authenticity is important when deciding which brands they like and support (up from 86% in 2017). (Stackla)
  • 83% marketers agree that authenticity is very important to their brands. (Stackla)
  • 61% of marketers said authenticity is what makes content marketing most effective. (Stackla)
  • 79% of people say UGC highly impacts their purchasing decisions. (Stackla)

Consumers aren’t as swayed by influencer marketing campaigns as marketers think

  • Consumers find UGC 9.8x more impactful than influencer content when making a purchasing decision. (Stackla)
  • Only 8% of consumers say influencer-created content highly impacts their purchasing decisions — down 23% from 2017. (Stackla)
  • Yet, North American marketers spent more than $1 billion on influencers last year. (Ad Age)
  • And, 49% of marketers are planning to increase their investment in influencer marketing in 2019. (Stackla)

UGC enables personalized customer experiences at scale

  • 67% of consumers (73% of Gen Z and 70% of Millennials) say it’s important for brands to provide them with a personalized experience. (Stackla)
  • 92% of marketers believe their brands deliver personalized experiences to customers — however, 45% of consumers agreed that the majority of brands they interact with provide personalized experiences, 14% flatly disagreed and another 41% neither agreed nor disagreed. (Stackla)
  • 95% of marketers report that personalized emails have improved their email open rates. (Socialnomics)
  • 55% of customers look forward to discounts and offers specially tailored for them. (Socialnomics)

Millennials are professional content creators and consumers

  • Millennials (ages 25 and above) are the biggest content drivers —
  • contributing over 70% of all UGC. (DMNews)
  • Millennials spend 18 hours per day with media, and 30% of that time is spent looking at user-generated media. (Business2Community)
  • Millennials believe that UGC is 35% more memorable than other media. (Business2Community)
  • Only 1% of Millennials say a compelling advertisement would make them trust a brand more. (Crowdtap)

Consumers are excited to share the content they create

  • 89% of people would post about a positive travel destination experience.(Stackla)
  • 85% of people would post about a positive restaurant dining experience. (Stackla)
  • 65% of people would post about a positive health or beauty product experience. (Stackla)
  • 62% of people would post about a new car. (Stackla)

UGC enables successful video marketing

  • 45% of people watch over an hour of Facebook or YouTube videos every week. (SEMRush)
  • 56% of consumers say UGC photos and videos are the content they most want to see from brands. (Stackla)
  • On video platforms like YouTube, UGC fan videos get 10x more views than brand content. (ReelSEO)
  • Engagement increases by 28% when consumers can view a mixture of user-generated product videos and official brand authored content. (SEMRush)

UGC increases visitor time on website

  • Visitors to websites that include UGC galleries spend 90% more time on the site. (Salesforce)
  • UGC increases conversions by 10% when included in an online purchase path. (Salesforce)
  • Sites with featured UGC saw a 20% increase in return visitors.(SocialToaster)
  • Leading Hotels of the World doubled their time on site by featuring UGC on their webpages. (Stackla)

UGC optimizes email marketing click-through-rates

  • 77% of consumers prefer email for marketing communications.(Square2Marketing)
  • UGC drives a 73% increase in email click-through-rates. (Salesforce)
  • When an ad has social context, it drives 50% more recall and 35% higher online sales lift. (ZDNet)
  • Amazfit increased their email click-through rates by 8% by leveraging UGC. (Stackla)
  • Stackla customers have seen a 29% uplift in sales by featuring UGC in email marketing campaigns. (Stackla)

Implementing UGC across social media channels humanizes a brand

  • An average of 60 million images are uploaded to Instagram every day.(Adweek)
  • Over 50% of people said they create content at least once daily, with 23% saying that they create more frequently — 2 to 5 times per day. (Crowdtap)
  • 45% of people will unfollow a brand if they do too much self-promotion. (Venngage)
  • UGC posts shared to social channels see a 28% higher engagement rate than standard brand posts. (SocialToaster)
  • Social campaigns that incorporate UGC see a 50% lift in engagement. (Salesforce)
  • User-generated content featuring a brand drove 6.9x higher engagement than brand-generated content on Facebook. (Mavrck)
  • 51% of consumers say they’d be more likely to engage with and/or purchase from a brand if it shared their photo, video or social post across its marketing channels. (Stackla)

Putting UGC in advertisements increases engagement

  • Ads with UGC generate 5x greater click-through-rates. (Salesforce)
  • 90% of B2C brands say Facebook ads are a regular part of their paid social media strategy, with 57% planning to increase their use of Facebook ads in the near future. (Social Media Today)
  • Toyota increased their Facebook ad engagement by 440% using UGC. (Stackla)

References