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.”
Read the full article at Toolbox, or Yahoo! Finance.
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Author Notes:
Jeffrey Henning
Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.
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