Brands have work to do in terms of delivering the original, genuine content that consumers desire, according to a new report. Social media aggregator Stackla has published a report with findings that most people believe less than half of brands are creating authentic videos, news, blogs and ads that resonate with them on this level.
Stackla’s 2017 Consumer Content Report: Influence in the Digital Age takes an in-depth look at the types of content consumed and shared across social and other platforms every day, and how these resources actually influence the purchasing decisions customers make.
While celebrity-centric, consumerist culture is pervasive among young adults in the western world, 86% of the 2,000 people surveyed said that authenticity was the single most important factor they considered when deciding whether to support a brand — high-quality content is vital for achieving this objective.
Brands may also want to consider outsourcing their creative to an agency, as the penalty for producing content that is not authentic is severe. 30% of millennials said they have unfollowed a brand on Facebook, Instagram and other social sites after seeing images and videos that did not resonate with them and that appeared inauthentic.
Purchase intent also increased by 300% after consumers viewed or read authentic content from a brand. “Today, authenticity is king. Consumers are inundated with content, and the only way brands can cut through all that noise is with authentic content,” Stackla co-founder, CMO and Chief Product Officer Peter Cassidy concluded.