52% of marketers believe that user-generated content humanises marketing.
Millennials don’t trust brands and, as such, traditional advertising does not always work with them. The author suggests that the one way of getting through to a generation which is “deeply suspicious of corporate powers” is by using emotional marketing.
Brands can create a connection by using real life examples to evoke viewers’ emotional responses without hard-selling and “in-your-face” advertisements. This article cites Nike’s recent Instagram post, which focused on the personal journey of basketball player instead of a direct sales pitch, as a successful emotional marketing campaign which generated about 3.9 million views.
The author quotes a Social Media Today survey saying 75% of consumers consider user-generated content “more authentic”. So marketers can create an emotional response by using actual customers in a non-promotional way to be more relatable in their campaigns.
[8 minute read]