As marketing strategies evolve, user-generated content is becoming increasingly important. One major factor in this shift is the emergence of Gen Z, the first generation to have grown up with the internet, into the workforce. This demographic uses social media platforms like Instagram and TikTok more frequently than traditional search engines like Google. In fact, since 2018, there has been a 14% decrease in the number of people using the internet to browse.

This behaviour change could be attributed to anxiety, mistrust, and a desire for real, authentic experiences.

To appeal to Gen Z and build trust, brands must have a strong presence on social media and work with influencers in their industry. User-generated content, or any type created by individuals rather than brands, is valuable in this effort.

Since 2020, there has been an 11% drop in consumer trust in online reviews, and this lack of confidence is even more pronounced among younger people. Instead, they are more likely to turn to social media for reviews from real people. By embracing authenticity and supporting the creation of user-generated content, brands can expand their reach and connect with the growing Gen Z demographic in 2023.

To sum up, user-generated content is becoming more critical in marketing. It will enable brands to connect with Gen Z and expand their reach in 2023 by embracing authenticity and supporting its creation.

For more info, check out this tops article over at TechCrunch.
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