KEEPING IT REAL
45% of respondents look
at user-generated images
for inspiration once a day
or more
47%
of millenials
Are most interested in seeing
user-generated images while
pre-shopping
#
74% of all respondents
have uploaded a photo
hashtagging a brand
Content Wars: Men vs. Women
Who is more likely to share photos featuring their
favorite brands on social media.
78%
44%
85%
1/4
56
PERCENT
49
What is the most appealing form of UGC?
79%
Photos
52%
Videos
27%
Written
Content
12%
90%
of respondents are more likely to buy a
product across verticals when endorsed by
a real person
PERCENT
7X
52%
40% of respondents say the
main reason they upload
photos with branded
hashtags is to share purchases with friends
almost a quarter of
respondents say they have
bought a product after
seeing it featured in UGC
are more likely to buy a product after
seeing it featured in a positive or relatable
user- generated image
U.S.
U.K.
SP
respondents trust images
of other consumers on
social media 7x more than
advertising
76%
76
PERCENT
of respondents who trust
UGC most, 76% view
content posted by other
consumers as more honest
than advertising
of 18- to 24-year-olds who trust this
“earned” content over other forms of
content say it is more honest
What is the value of relatable
content in revenue creation?
Social networks millennials are most likely to
interact with user-generated images on
What would make you more likely to post a picture
referencing a brand on social media?
49%
32%
28%
9%
6%
Appreciation of
the product
28%
46%
What type of content do
you trust the most?
‘If I would look
good in it’
26.9%
10.4%
9.6%
5.4%
1.1%
CGC
Professional images created by brands
There is not any type of content that I trust
Editorial content written by a publisher
Advertising
Other
Our findings reveal that both brand websites and user-generated, or “earned,” content are key sources of information and engagement
for consumers. As a result, brands would be smart to implement an earned content strategy, allowing it to serve as connective tissue
between websites, social platforms, and all other channels. According to our survey, respondents perceive earned content as the most
honest form of content, meaning UGC is an affordable way for brands to win over consumers’ trust and drive purchase decisions.
This research was commissioned across 6 markets in the U.S. and Europe and was carried out by market research specialist Censuswide.
Download the full report at www.olapic.com/keep-it-real/
How does the bond deepen from brand awareness to brand advocacy?
How do consumers interact with brands on social media?
How User-Generated Content (UGC) Drives Engagement &
Influences Purchase Decisions