Survey Reveals How Consumers Really Judge Brand Authenticity (and Influencers) | Social... - 0 views
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90% of consumers said that authenticity is important when deciding which brands they like and support - up from 86% in 2017. And marketers understand how much authenticity matters, with 83% saying authenticity is very important to their brands, and 61% believing authenticity is the most important component of impactful content.
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92% of marketers believe that most or all of the content they create resonates as authentic with consumers. Yet the majority of consumers disagree, with 51% saying less than half of brands create content that resonates as authentic.
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While consumers are 2.4x more likely to say UGC is most authentic, when compared to brand-created content, marketers are 2.1x more likely to say brand-created content is most authentic in comparison to UGC.
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