UK Marketing Embrace Authenticity: 90% of Users Opt for Genuine Content over Influencers!

In today's digital landscape, influencer marketing has become an undeniable force, captivating the attention of millions across social media platforms. From fashion and beauty to travel and wellness, influencers have wielded their power to shape trends, drive consumer behavior, and influence purchasing decisions.

With their carefully curated lifestyles and persuasive product endorsements, these social media stars have become the go-to source for inspiration and recommendations. However, a seismic shift is underway as consumers increasingly crave something more authentic.

Are you getting tired of screen-filled product promotion from influencers?

The research from Entribe have solidified the fact that a significant portion of consumers show little interest in influencer posts and, even more concerning, lack trust in brands that rely on them. Conversely, user-generated content is perceived to be more trustworthy:

• 81% of consumers feel influencers'promotion unattractive.
• 90% of consumers prefer consumer-generated content (UGC) instead of influencer.
• 90% of buying intention can be stimulated by recommendations.

Influencers Won't Guarantee Sales Anymore

In April 2023, EnTribe conducted a comprehensive survey of over a thousand American consumers, aiming to gauge their perceptions of influencer content and how their purchasing habits would differ if brands relied on consumer-generated content instead.

Surprisingly, a staggering 81% of respondents expressed that a brand's utilization of influencers had no impact on their overall perception of the brand, and in some instances, it even had a negative effect.

Approximately 51% admitted to simply scrolling past influencer posts without paying much attention. With a remarkable 86% of users regularly encountering influencer content on their social media feeds, it's no wonder that they have grown weary.

In fact, nearly one-third of respondents confessed to disliking these posts and finding them untrustworthy.

In terms of actual purchasing behavior, only a mere 12% of respondents had made a purchase based on influencer endorsements, starkly contrasting with the significant majority of 62% who had not. Furthermore, the situation turned even more damning as 42% of consumers revealed regret over their influencer-driven purchases.

These eye-opening findings serve as a testament to the diminishing effectiveness of influencers in guaranteeing sales, shedding light on the shifting dynamics between consumers and brand promotion.

REAL Consumer Contents are Preferred

In a heartening development for marketers, an overwhelming 90% of survey participants have expressed their preference for brands to share content created by actual consumers, rather than paid influencers.

Building trust is key, and an impressive 86% of respondents stated that they would trust a brand more if it actively published user-generated content. Furthermore, 12% of participants confirmed that they have already made a purchase based on such content.

The significance of personal recommendations should not be underestimated, as a staggering 90% of respondents had previously made a purchase due to recommendations from friends or family. Encouragingly, 82% of participants also expressed their inclination to make a purchase when exposed to user-generated content.


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These findings serve as a stark reminder of the growing disillusionment among consumers towards social media influencers. Consequently, brands are swiftly adapting their strategies by reducing their reliance on mega-influencers and embracing the power of user-generated content.