To have a better understanding of UGC, and its ability to be more effective on all levels, including engagement and purchasing decisions of the consumer base, a survey was conducted by a third-party administration In this survey thousands of American consumers were polled in April 2023 to see how receptive they would be to traditional influencer content, in regards to their purchasing habit, and how that might change when the content was generated by the consumers themselves. 

There is a lot of evidence that shows consumers are far more likely to buy both services and products from brands that showcase their customer’s content rather than only hiring influencers that have a large audience.

If you are an aspiring podcaster or content creator that has an interest in starting up a podcast, then you’re in luck, and in the right place. This guide will help you look at the bigger picture when it comes to podcasts and will look into the key aspects of the industry as per the report so that you can decide on how to start one up and whether or not it is worth your time.

Let’s jump in and take a look at it!

Who Conducted the Survey?

The survey was conducted by EnTribe, a software company that helps build a community of creators for brands. The software company goes above and beyond UGC management tools by streamlining the search process, and acquisition, thus helping connect people with the right community. 

With interactive features, performance tracking charts in an all-in-one platform, and social discovery, the platform does a great job of bridging the gap between the content your community wants and the content that is shared.  

So it should come as no surprise that a company focused on user-generated content is behind this report! They have access to data and metrics that allow them to conclude UGC market trends.

Survey Methodology

In April of 2023, EnTribe conducted an online survey in which they set out to measure the attitudes and patterns of consumers from the ages 18 and older, and how receptive they are towards influencers, creators, and brands that utilize UGC.

As a result of the survey, the company found that the consumers’ trust in influencers continues to decline as the recommendations from other online peers and the brand’s use of content created by those consumers continue to rise. 

This is how the company concluded that user-generated content is rising in popularity and results in a positive brand perception and purchase behavior.

Key Takeaways

Below are some of the main takeaways from the EnTribe report:

1. The survey that was conducted by EnTribe concluded that 81% of surveyed consumers said that a brand’s use of influencers has little to no impact and in some cases a negative impact on their perception of the brand’s image, with a staggering 51% stating they scroll past influencer collaborations.

2. On the other hand, 90% of the surveyed consumers said that they would prefer to see content created by actual customers.

3. Brand trust was measured in the survey as well with 86% of consumers stating that they are far more likely to trust user-generated content instead of brand and influencer collaborations.

4. Of the consumers surveyed only 12% were willing to buy a product that was being marketed by an influencer, while 62% said user-generated content would be more likely to lead them to buy a product.

5. Of the consumers who purchased a product that was marketed by influencers, 42% regretted buying it and were disappointed.

6. 90% of the surveyed consumers admitted to buying products that were recommended to them by friends and family.
7. 82% of consumers would be more inclined to purchase a product if brands started to incorporate user-generated content into their marketing campaigns.

Last year, EnTribe released their findings from a survey that set out to better understand the landscape of social media and marketing campaigns highlighting sponsored content and how consumers responded to it. 

In this survey, 64% of respondents reportedly admitted to seeing sponsored content whenever on social media. Oddly enough in 2023, this number dropped by close to 20%, to 41% of people surveyed. Another interesting finding was that in last year’s survey, only 29% of people surveyed saw sponsored content as negative, whereas in 2023 the number has increased by nearly 10% to 38%.

It should be noted that 46% of respondents said they would be inclined to share a product they had purchased with their social media followers. 55% of the respondents ages 18-29 showed interest in being featured on brands they support on the brand’s official social media via UGC. 

Some of the highlights from the survey are somewhat negative sentiments that consumers feel toward social media marketing tactics utilizing influencers. This has resulted in brands stepping away from mega-influencers, as a means of marketing their products and has stepped in the user-generated content direction which uses micro-influencers and their consumer base to drive sales of new and current products. 

The data has shown that user-generated content is becoming more trustworthy and consumers are enjoying the brand’s interactions with their client base which creates authentic engagement and drives up sales with their target demographic.

The data also concluded that brands should not overlook the capabilities of marketing and collaborating with podcasts as a way to share and advertise their products with highly descriptive information to gain a following. Podcast listeners are on the rise and are receptive to straight facts and information that is presented in a rational way and relatable. This means it is a great opportunity for brands to branch out and expand their reach in similar yet different demographics.

What Does This Mean for Influencers And Content Creators?

Currently, we are in a cultural shift with consumer-based audiences and the way they process social media marketing. This shift is showing that user-generated content and brands being more relatable and rewarding to their current client base is more beneficial for their longevity in the market. 

The data also suggest to brands that podcasts are a very lucrative way to market products through collaborations because they have devoted listeners and a lot of influential potential due to the trust they have built with their communities

The evidence that the concept of “social proof” is necessary for the validation of prospective buyers couldn’t be more clear. People buy with their eyes, and if their eyes are filled with content that doesn’t seem authentic then people will simply not buy the product based on the fact that they can’t place themselves in the scenario that is being created. 

Simply put people want to see real people with a brand’s product and current customers want to be recognized for their loyalty. With those things in mind, it’s easy to understand how things are trending in a UGC direction. People trust the people they know best, in family, friends, and professionals like themselves. 

With UGC you can build authentic content that will convert potential buyers into repeat customers. When people in your consumer base see other people like them wearing, using, or eating your products it’s relatable and reaffirms people’s beliefs that your brand “is for them”. 

In today’s market where competition is steep and brands are popping up left right and center, it’s not enough to just have a great product with good branding. You need to have a strategy that makes sense when it comes to marketing. Whether or not you have a big or small budget, you should be utilizing User Generated Content to its fullest and watch as the likes convert to sales year after year.

Link to the Report

The “State Of UGC 2023 Report”  by EnTribe can be found here.