Discover more from Reach4Growth
UGC is Killing Influencers Marketing
Influencers marketing is no longer trusted
Welcome to our newsletter dedicated to advanced performance marketing discussions!
Today, we're exploring a new study revealing that influencer marketing may be losing its edge as consumers are turning towards user-generated content (UGC) instead. According to EnTribe, a user-generated content agency, 86% of surveyed consumers reported being more likely to trust brands that use UGC over traditional influencer content.
The study, conducted in April 2023 with over 1,000 American consumers ranging in age from 18 to 60+, found that 81% of respondents felt that influencers either had no impact or a negative impact on their perception of a brand. Additionally, 51% admitted they scroll past influencer posts without looking, while 42% of those who did make a purchase after seeing an influencer's content admitted to regretting the purchase.
Founder and CEO of EnTribe, Adam Dornbusch, explained that this shift towards UGC represents a larger trend of "influencer fatigue," as audiences tire of repetitive and inauthentic influencer content. Dornbusch added that most companies now recognize the value of incorporating UGC into their marketing initiatives, as it is a more authentic way to promote products.
Unlike traditional influencer content, UGC is created by genuine fans of a brand who want to engage with the brand for reasons other than sponsorships. Brands incentivize these creators to make content in exchange for a simple social media credit. For consumers, this fosters greater trust in product recommendations, with 90% of respondents reporting having purchased a product after being influenced by friends or family.
As marketers, incorporating UGC into our campaigns may be a key strategy for building trust and authenticity with our audiences.
Are you using UGC in your marketing initiatives?
Let me know in the comments!
Thanks for reading Reach4Growth - Advanced Performance Marketing! Subscribe for free to receive new posts and support my work.