Wary Millennials are Keen to UGC
With terror threats to our nation at peak levels and risks of the deadly Ebola disease spreading throughout the globe, the world is truly a scary place at this point in time. Times as uncertain as these have led many to feel quite uneasy, especially Millennials, and when people feel uneasy it impacts their level of trust.
A report from Pew Research shows that only 19% of Millennials believe that “most people can be trusted”, compared with 31% of Gen Xers, 37% of Silents and 40% of Boomers. However, despite their distrust, Millennials are much more willing to trust their peers and this is something that marketers should definitely keep in mind. A study done by Ipsos reveals that User Generated Content (UGC) is “20% more influential when it comes to purchasing and 35% more memorable than other types of media.” In addition, the fact that Millennials spend over 5 hours a day on social media viewing UGC should be reassuring in and of itself.
Since Millennials have been so positive (49% of them saying the country’s best years are ahead, the highest percentage across the board of generations), and UGC has been so effective among them, brands should consider campaigns aimed at our future that urge their target market to post content of positivity and encouragement. Happiness breeds happiness. Why not spread it?