It is estimated that 90% of purchasing decisions are led by user generated content. The era of celebrity influencers is now a fading social media trend which is being replaced by content that is created by regular people. User generated content now generates 6.9 times more engagement on social media than brand created content. This type of content is perceived to be more authentic, cultivated and created outside of the influence of a brand to pay for an endorsement.
User generated content helps brands to build a sense of community with their target audience and personas. Millennials and Generation Z don’t just buy into a product, they buy into the experience a brand provides. This is why AR and VR technology is expected to explode as brands will leverage this technology to create and maintain a unique and positive experience with their audience.