A study conducted for Cloudinary focused on the growing role of user-generated content in the communication and marketing industries. The survey was conducted in October 2020, with 1669 marketing professionals from Germany, the UK, and the US as its participants. Of particular note is the growing role of visual elements in engaging younger audiences.
In terms of social media platforms, it was found that over 80 percent of younger consumers rely on Instagram and YouTube as platforms of choice, with older consumers favoring Facebook. The article also addresses the importance of UGC in popular applications “By creating compelling, informative links with images, video, and text information specifically for microbrowsers, marketers can increase the likelihood of P2P recommendations in groups and convert them into sales and reads.”