26% of people are most likely to offer reviews or opinions on third-party websites

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 03, 2020, 1:57 AM UTC

Visual Objects surveyed 401 people to register their opinions on creating content for brands.

The study found that marketers should encourage consumers to create user-generated content (UGC) to produce content cost-effectively. Reviews are the most common form of user-generated content, with 26% of people posting opinions or reviews on third-party websites.

Brands should provide incentives for consumers to write reviews. Of those polled, 25% of people said they had engaged with customer reviews. Further, 40% of consumers used Stories on Instagram, Snapchat, or Facebook for engagement.

However, branded hashtags aren’t very popular with 75% of people saying they are unlikely to them, and 73% were unlikely to create branded videos. Only 11% of people interreacted with a hashtag campaign on social media in the past three months.

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