Why your content resonance just isn’t working

When it comes to establishing the authenticity of your brand, it seems that potential customers and clients are looking at your various types of content. What the main measurement seems to be is whether it is resonating with your audience. Are they finding it helpful and useful? Is it establishing your brand? In some recently released research performed by Stakla, and published by Social Media Today, it just may be that your content resonance just may not be working. The following is taken directly from that published data:

  • Stackla recently surveyed 1,590 consumers and 150 B2C marketers to uncover the gaps that exist between the content consumers want and what marketers believe they’re providing.
  • A whopping 90% of consumers said that authenticity is important when deciding which brands they like and support. And marketers understand how much authenticity matters, with 83% saying authenticity is very important to their brands, and 61% believing authenticity is the most important component of impactful content.
  • An overwhelming 92% of marketers believe that most or all of the content they create resonates as authentic with consumers. Yet the majority of consumers disagree, with 51% saying less than half of brands create content that resonates as authentic.

  • User-generated content is viewed as the most authentic form of content by consumers globally, with 58% of consumers agreeing. Marketers are on a different page. While consumers are 2.4x more likely to say UGC is most authentic, when compared to brand-created content, marketers are 2.1x more likely to say brand-created content is most authentic in comparison to UGC.
  • Beyond being seen as the most authentic, user-generated content is also the most influential content consumers reference when making purchasing decisions. Most consumers say that they’ve made purchasing decisions based on user-generated visuals – 57% have made plans to dine at a particular restaurant, 54% have purchased a consumer packaged good and 52% have made plans to travel to a specific destination based on a consumer-created image or video.
  • Half of marketers say producing or sourcing enough engaging visuals is a top content challenge, and 63% feel pressure to continually produce greater amounts of content at a higher frequency. But the greater the demand, the more crucial it is to prioritize the content that’s going to be most effective at attracting and motivating audiences – yet, 67% of marketers are planning to increase their use of brand-created photos and videos in 2019, although only 15% of consumers say that’s the type of content they most want to see from brands.
  • Fifty-six percent of consumers say the types of content they most want to see from brands are user-generated photos and videos – and they’re constantly creating them.

-Written by Kevin Sawyer