Top 2023 User-Generated Content Statistics You Can’t Ignore
February 23, 2023
UPDATED: August 16th, 2023
AUTHOR: Stacy Wells
Top 2023 User-Generated Content Statistics You Can’t Ignore
Hopefully, you’re already aware of the mighty force that content from real people wields in the universe of digital marketing. Seen as the superhero of trust-building, consumer engagement, and conversion-driving, UGC is a strategy you definitely want in your marketing utility belt. We’ll delve into the user-generated content statistics, showcasing its monumental impact on the various areas of marketing. Without further ado, let’s jump into the numbers and unearth its enormous potential.
2023 User-generated content statistics
In today’s digital age, the influence of material from real people cannot be underestimated. With the rise of social media and the interconnectedness of online communities, consumers are actively seeking authentic experiences and recommendations from their peers. Brands that recognize the power of UGC and incorporate it into their marketing strategies. Millions of companies are reaping the benefits of UGC. We’ll prove it with some amazing facts.
Consumer trust and decision making
In the arena of buying decisions, trust and influence are indispensable players. User-generated content statistics, in this respect, serve as a pivotal influencer, steering consumer trust and decision-making processes.
92% of consumers turn to people they know for referrals above any other source. (Source: Nielsen)
84% of people say they trust peer recommendations above all other sources of advertising. (Source: Nielsen)
79% of people say it highly impacts their purchasing decisions. (Source: Stackla)
Millennials trust UGC 50% more than original content generated by the brands. (Source: Ipsos)
Word-of-mouth marketing generates more than twice the sales of paid advertising. (Source: WOMMA)
Almost half of customers (48%) claim that user-generated content is a great method for them to discover new products. (Source: Stackla)
Consumer engagement and conversions
Content penned by the actual product users is a robust tool for captivating customers and fueling conversions. Below are some compelling user-generated content statistics that underscore its effectiveness in grabbing attention and prompting actions.
74% of consumers rely on social media to inform their purchasing decisions. (Source: ODM Group)
Social media posts from friends affect the purchases of 83% of online shoppers in the US.
Consumers find UGC 9.8x more impactful than influencer content when making a purchasing decision. (Source: Stackla)
UGC-based ads achieve 4x higher click-through rates and a 50% drop in cost-per-click compared to average ads. (Source: Adweek)
UGC increases conversions by 10% when included in an online purchase path. (Source: Salesforce)
Incorporating UGC into campaigns and websites leads to a remarkable 29% increase in web conversions, showcasing its ability to drive consumer actions. (Source: OfferPop)
Influence and brand perception
Time and again, this creator-driven content plays a critical role in molding perceptions and establishing trust in a brand. Below are some user-generated content statistics from 2023, shedding light on the impact of authentic content on consumer behavior and brand credibility.
Brand engagements rise by 28% when consumers are exposed to a mixture of content from professional marketers and real customers. (Source: ComScore)
UGC results in 29% higher web conversions than campaigns or websites without it. (Source: OfferPop)
As few as 16% of brands have a strategy for getting material from their customers. (Source: Bazaarvoice)
One-quarter of search results (25%) for the world’s biggest brands are links to content from customers. (Source: Yotpo)
Ads featuring UGC garnered 73% more positive comments on social networks than traditional ads. (Source: Jukin Media)
31% of consumers say advertisements that feature UGC content are more memorable than traditional ads without it. (Source: Jukin Media)
This type of content is a catalyst for increased engagement and audience interaction. Just check out these user-generated content statistics that demonstrate how it drives brand engagement and amplifies reach.
Social campaigns that incorporate UGC see a 50% lift in engagement. (Source: Salesforce)
UGC increases engagement by 28% when combined with official brand-authored content. (Source: SEMRush)
As we journey further into the fascinating interplay between user-generated content statistics and brand authenticity, we’ve got some great insights.
90% of consumers say authenticity is important when deciding which brands they like and support. (Source: Stackla)
85% of consumers say UGC is more compelling than photos and videos produced by brands. (ADWEEK)
60% of consumers believe UGC is the most authentic marketing content. (Source: Stackla)
75% of marketers believe it feels more authentic than other types of content. (Source: TINT)
87% of brands use UGC for authentic (and free) content. (Source: Stackla)
Although 92% of marketers think they’re creating authentic content, 51% of consumers think their favorite brands offer authenticity. (Source: Stackla)
57% of consumers think that less than half of the content brands create resonates as authentic. (Source: Stackla)
Consumers are 2.4x more likely to say user content is authentic compared to brand-created content. (Source: Stackla)
On average, 20% of consumers have unfollowed a brand on social media because they felt their content was inauthentic. (Source: Stackla)
70% of the time, consumers are able to distinguish between consumer-created content and brand-created content. (Source: Stackla)
Moving onto the realm of employee advocacy, we’ll unpack the potent connection with UGC stats.
98% of employees use at least one social media site for personal use, and 50% are already posting about their company. (Source: Weber Shandwick)
Content shared by employees receives 8x more engagement than content shared by brand channels. (Source: Social Media Today)
On average, your employees have a network that is 10X larger than your company’s follower base. (Source: LinkedIn)
During our paid advertising and advocacy research, employees have an average of 1,000 social connections, resulting in a combined potential average reach of 1,000,000. (Source: LinkedIn)
Content has 2x higher engagement when shared by employees. (Source: LinkedIn)
Brand messages are re-shared up to 24 times more when distributed by employees instead of a brand. (Source: ViralNation)
Diving into the world of reviews, we’ll spotlight the significant role of user-generated content statistics.
A significant 70% of consumers will consider reviews or ratings before making a purchasing decision. (Source: Bazaarvoice)
70% of consumers give more credibility to online reviews and peer recommendations and images than professionally-written content and ads. (Source: feefo)
At least 41% of consumers will read four to seven user reviews to gain important insights on a product. (Source: Bazaarvoice)
A staggering 93% of customers believe authentic content from consumers is very helpful when making a purchasing decision. (Source: Bazaarvoice)
Demographics and crowd-sourced content
Examining the connection between user-generated content statistics and demographic factors, we observe some intriguing patterns.
Millennials (ages 25 and above) are the biggest content drivers, contributing over 70% of all UGC. (Source: DMNews)
Millennials find it to be 35% more memorable than content that came from mainstream sources. (Source: Stackla)
35% of Generation Z believes that content from real people is more credible than content created by a company or independent source. (Source: Stackla)
More than 30% of millennials have unfollowed a brand due to inauthentic content. (Source: Stackla)
Demographically, more Gen Z YouTube viewers prefer user content to professional videos more than older generations. (Source: YouTube)
Globally, Gen Z and millennial generations watch more user-created material than Gen X and Boomer generations. (Source: YouTube)
Finally, we venture into the strategic applications of creator material, backed by fascinating facts.
50% of marketers have utilized user-generated content in email marketing. (Source: TINT)
58% of marketers have implemented customer content in ad campaigns. (Source: TINT)
Nearly half of marketers use user content to support their overall marketing campaigns. (Source: TINT)
41% of marketing professionals ranked content engagement as their top KPI for tracking success. (Source: TINT)
The most common types are photos, videos, social media content, customer reviews or forums, and content created with branded AR filters. (Source: IAB)
More than half of consumers (50%) wish that brands would tell them what type of content to create and share. (Source: Stackla)
The facts and figures presented here paint a clear picture of the immense value and impact of content from people who use and like the products. Consumers trust and seek out authentic experiences, turning to it for recommendations and insights. So, brands that embrace this content as a part of their marketing strategies can benefit from increased engagement, conversions, and brand advocacy. By fostering a culture of authenticity and leveraging it’s power, businesses can establish stronger connections with their target audience and drive meaningful results in today’s digital landscape.
Remember, the numbers speak for themselves – UGC is a force to be reckoned with, and its influence will continue to shape the marketing landscape for years to come.