Stackla Survey Reveals Disconnect Between the Content Consumers Want & What Marketers Deliver

92% of marketers believe most or all of the content they create
resonates as authentic, yet 51% of consumers say less than half of
brands create content that resonates as authentic

the world’s smartest visual content engine, today released a new report,
titled “Bridging
the Gap: Consumer & Marketing Perspectives on Content in the Digital Age
The study builds on Stackla’s 2017
consumer report
, delving deeper into the types of content consumers
create, reference and are influenced by across an array of buying
experiences, while simultaneously exploring the viewpoint of marketers
who create content experiences for consumers.

Stackla surveyed 1,590 consumers and 150 B2C marketers from the U.S., UK
and Australia, finding that although consumers and marketers agree on
the importance of authenticity and personalization, their opinions
significantly diverge when it comes to which content types and sources
are viewed as most authentic, influential and desired throughout the
buying process.

Importance of authenticity is at an all-time high – 90 percent of
consumers say authenticity is important when deciding which brands they
like and support (up from 86 percent in 2017), and 83 percent of
marketers agree saying authenticity is very important to their brands.

Consumers and marketers disagree on which content is most authentic – 61
percent of marketers believe authenticity is the most important
component of effective content, yet the content they believe is most
authentic—brand-created content—is not the content consumers view as
most genuine. Consumers are 2.4x more likely to say user-generated
content (UGC) is authentic compared to brand-created content, while
marketers are 2.1x more likely to say brand-created content is authentic
compared to UGC.

This disconnect helps explain why although 92 percent of marketers
believe most or all of the content they create resonates as authentic,
the majority of people (51 percent) say less than half of brands
create content that resonates as authentic.

The influence of UGC is unmatched across industries – 79 percent
of people say user-generated content highly impacts their purchasing
decisions (up from 60 percent in 2017), while only 13 percent say
content from a brand is impactful and a mere 8 percent say
influencer-created content would highly impact their purchasing

Although consumers find UGC 9.8x more impactful than influencer content,
49 percent of marketers are planning to increase their investment in
influencer marketing in 2019.

People expect personalization, marketers think they’re delivering – 67
percent of consumers (73 percent of Gen Z) say it’s important for brands
to provide them with personalized experiences, but only 29 percent of
marketers say creating personalized customer experiences is a top
priority in 2019.

This lack of personalization prioritization could be a product of the
fact that 92 percent of marketers believe their brands currently deliver
personalized experiences, even though 14 percent of consumers disagree
and another 41 percent neither agree nor disagree that the majority of
brands they interact with provide personalized experiences.

Marketers feel pressure to produce more content, but aren’t investing
in the content consumers seek –
Marketers say their top content
challenges are measuring content efficacy (60 percent), effectively
managing content (57 percent) and producing or sourcing enough engaging
visuals (50 percent). Additionally, 63 percent feel pressure to
continually produce greater amounts of content at a higher frequency.
Yet, 67 percent of marketers are planning to increase their use of
brand-created photos and videos in 2019, although only 15 percent of
consumers say that’s the type of content they most want to see from

Consumers create the content they seek from brands – 56 percent
of consumers say the types of content they most want to see from brands
are user-generated photos and videos—and they’re constantly creating
them. The most people say they would post about the following positive
purchasing experiences: travel destination (89 percent), restaurant
dining (85 percent), health and beauty product (65 percent) and new car
(62 percent). Additionally, 51 percent of people say they’d be more
likely to continue engaging with and/or purchasing from a brand if it
shared their photo, video or post throughout its marketing.

“With the overwhelming majority of consumers now seeking, trusting,
posting and acting on user-generated content, it’s clear brands can no
longer simply rely on staged, stock and influencer images to break
through and establish meaningful connections with today’s consumers who
increasingly crave authenticity and personalization,” said Damien
Mahoney, CEO & Co-Founder of Stackla.

“The abundance of freely available consumer visuals has the immense
potential to lower the high costs most brands currently pay for content
while also solving one of their greatest challenges: producing enough
engaging visuals at a fast enough frequency.”

Read the full report here.

About Stackla

Stackla is the world’s smartest visual content engine, helping modern
marketers discover, manage and display the best earned, paid and owned
assets across all their marketing touchpoints. With an AI-powered
user-generated content (UGC) platform and asset manager, Stackla sits at
the core of the marketing stack, actively discovering and recommending
content from across the social web to reduce content costs while fueling
personalized content experiences at scale. Trusted by 350+ brands across
travel, CPG, education, retail and nonprofits, Stackla is designed to
meet the needs of enterprise-level organizations like Disney,
McDonald’s, Toyota, Sony, and Expedia. For more information, please
and follow us on Twitter at @stackla.


Megan DeGruttola
Head of Global Content & Communications, Stackla

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