In 1960, there were three channels on TV (and advertising was easy). Now, your customers (especially millennials) spend all their time on social media. Social media is blowing up, there’s more user-generated content than ever before: 700M+ photos per day on Snapchat, 30B+ photos shared on Instagram, and 50B+ pins served on Pinterest. And companies that reach customers on social are riding the wave fast. Here is a look at the social landscape today: Social is all about sharing your user-generated content (UGC), and consuming content your friends have created. Companies who aren't seeing growth on social use images that feel fake and spammy. Inauthentic visual content sticks out like a sore thumb. Growing companies are winning by talking to their customers like friends. The best way to be authentically relevant is to leverage UGC, (actual content created by your customers and their friends).
Whitepaper by NewsCred and NewsCredJuly 6, 2016
Source: NewsCred Millennial Survey 2014
Several studies have shown that authenticity – real or perceived – can directly affect sales. For example, a study from Cornell University showed that when menu items had geographically or culturally influenced names (i.e. traditional Cajun beans or Grandma’s chili) patrons ordered them more and said they tasted better.
User generated content has led to all major digital ad platforms shifting toward native advertising, which is advertising that feels like an integrated, organic piece of content. The shift toward native advertising has grown out of the prevalence of UGC on social media. Facebook has been immensely successful, generating $3.59 billion in ad revenue during Q4 2014. This is largely due to the effective, very natural feeling ad units in the news feed.
As Twitter, Pinterest, Tumblr, Snapchat, and Instagram build out their ad platforms to compete with Facebook, we will see a continued emphasis on native, highly relevant visual ad units.
This means real photos and content created by your real customers. Everyone hates staged, fake stock photos. Audiences engage more with brands who use real, authentic photos. These eye-maps show that consumers’ attention is drawn to real photos and they totally avoid looking at irrelevant, staged stock photos.
Source: Nielson Norman Group
Harrington Movers, a New York moving company saw a 47% increase in performance by using real, user-generated photos vs. using a generic stock photos on their site. This led to a revenue increase of $10,000 per month.
Source: Visual Website Optimizer
Companies have been trying to get high-quality UGC for their marketing, but it’s not as easy as you’d think. There are major problems with both popular tactics to source UGC:
Conclusion: It is extremely time-consuming and legally difficult to navigate sourcing UGC correctly.
With 45 million+ authentic, real-world photos, you’ll be able to get content that feels natural on social.
Now, Twenty20’s UGC is seamlessly integrated into NewsCred, the world’s leading content marketing platform. This integration enables brands to produce the highest quality visual and editorial content on one platform, engaging them with the content their audience craves.