Brands in the Age of Authenticity, Not Advertising | DMA

Filter By

Show All

Connect to


Brands in the Age of Authenticity, Not Advertising


No matter what industry you’re in or who you’re selling to, at the end of the day, we’re all people. And people trust people more than brands. This makes user-generated content (UGC) one of the most vital parts of your marketing strategy today.

UGC is content (photos, videos, testimonials etc.) created by consumers that advocates for a particular brand. It’s extremely effective because it builds on the authenticity and trust of your brand. So much so, that:

  • 92% of consumers trust earned media more than any other form of advertising (Nielsen)

  • 81% of consumers’ purchasing decisions are influenced by their friends’ social media posts (Forbes)

  • Customers are 6x more likely to purchase a product if the page includes pictures from social media (AdWeek)

Do you remember the Ice Bucket Challenge for Macmillan, Starbucks’ White Cup Contest or Apple’s #ShotoniPhone billboards? These memorable campaigns truly connected with consumers by doing away with the slick photoshoots and models, and instead displaying relatable and authentic visual stories that customers and fans were posting on social media.

Want to learn more about creating authentic connections with consumers by tapping into user-generated content? Join The Drum & Stackla for an exclusive event with marketing experts in London on 15th November.

Hear more from the DMA

Please login to comment.