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Why Your Marketing Plan Should Include User-Generated

August 07, 2018 / Kim Westwood

As consumers become increasingly immune to brand-produced content, skipping sponsored articles and blocking digital ads, marketers are turning to a more organic approach in the battle for customer attention. user-generated content (UGC). Not only do 76% of consumers trust the content of fellow consumers more than they do branded content, but 92% trust consumer recommendations, even those from strangers, over brand messaging. Given this clear desire for authenticity, brands are increasingly making user-generated content an essential part of their marketing strategy. Nearly 90% of companies across wide-ranging industries report implementing user-generated content in some fashion. The trend toward engaging users follows a natural evolution of the Internet from a largely consumption-based platform to one that thrives on contribution. More than 3.8 billion people worldwide upload 44 gigabytes of data every day, including 95 million images on Instagram alone. Every 60 seconds, there are 174,...