A day doesn’t pass in the marketing world without someone talking about Baby Boomers or Millennials. Broad stereotypes are used and ever broader assumptions are made.
Olapic (an earned content platform) conducted a study (AdWeek, Jan 2017) find out how consumers use User-Generated Content (UGC). The co-founder of Olapic Pau Sabria said that more than 75% of consumers believe content that people share is more honest than advertising content. He described it as a wake-up call that brands need to use authentic going forward (authentic is real, genuine and human).
Highlights of the study:
- 54% of millennials use hashtags; 50% of boomers
- 47% of millennials trust UCG; 36% of boomers
- 75% of millennials prefer photos; 50% of boomers
Millennials prefer real people featured in images and video about a brand; boomers prefer focus on product or services and would rather have written content and video. That last fact may explain why boomers prefer written content and videos on Facebook and millennials have Instagram at the top of their social platform list.
This gap is in style and preferences. Authentic content is winning with both group. We all need to rethink how we sell and how we use iStock photos. Real wins with all groups.