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How to… give consumers digital marketing content they want

If only it was as simple as that. In 2019 marketers face an uphill battle trying to deliver the type of engaging, lead and sales-generating digital marketing content the 21st Century public will actually respond to. Thankfully, though, a new report can offer some invaluable insights.

Stackla is the world’s smartest visual content engine. If you don’t know what that means let’s put it like this; the site is a search Goliath, connecting brands with the best User Generated Content from more than 25 online sources. The company also conducts research, and its latest is Bridging The Gap: Consumer & Marketing Perspectives on Content in the Digital Age.

Looking not just at the kind of content consumers want to create, but also what they like to reference and are likely to be influenced by, our in-house experts took to the findings with a fine tooth comb. The result— how about this five point guide to giving people what they actually want, rather than just what you think might work?

Consider authenticity

Snooze… we must have written the word ‘authentic’ about 7,000 times in the last month. Nevertheless, we can’t emphasise this enough. 90% of consumers say authenticity is important when deciding which brands they like to support.

83% of marketers agree. Sadly, though, while 92% of professionals think they are authentic, 51% of the average Joes and Josephines believe less than half of brands actually are.

Don’t believe you’ll be the one to deliver it

Marketers love branded content. They are 2.1x more likely to consider this as ‘authentic’. And that’s where most are going wrong, as consumers are 2.4x more likely to see User Generated Content as authentic. 79% say UGC is highly impactful on their purchasing decisions— up from 60% in 2017.

In contrast, just 13% of consumers would say the same is true of branded content. It gets worse in  terms of influencer content, too, where the figure plummets to a mere 8% of consumers viewing it as authentic.

Get personal to get ahead of the pack

Nobody wants cookie cutters. Least of all when someone is trying to sell them something. 67% of consumers (73% in Gen Z) consider brand-provided personalised experiences to be important, but only 29% of marketers are placing this on the priority list for 2019. Not sure what that could mean?

Just consider how 51% of people are more likely to continue engaging and buying if you share their photos, videos and posts.

Familiarise yourself with the experiences people respond to

While the figures we’ve used above are convincing, not every sector is the same. Consumers are ready to create, engage and share when the time is right, but some areas of life are more actionable for them than others.

Destinations — 89% of people would post about a positive experience

Restaurant dining — 85%         “

Clothing and accessories — 71%   “

Health & Beauty products — 65%   “

New vehicle — 62%


For inspiration, look beyond your ideas meeting

OK, we admit it. This blog has been packed with more numbers and percentages than most can take in. As such we’ll finish with arguably the only vital slice of proof you need to take away. Well, maybe two. 63% of brands feel pressure to produce more content, faster. It’s the number one challenge marketers currently face. So, how do come up with great, fresh ideas?



Put simply— consumers are creating what they want you to create, so watch and learn.

Or alternatively get in touch with us for more guidance.


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