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.
[2 minute read]