Brandon Evans is the Founder and CEO of Crowdtap, the leading social Influence Marketing Platform, making it easy for top brands to access real-time insights and inspire consumers to share more about the products they love across social media. Prior to Crowdtap, Evans founded three other successful startups, including MRY, where he created an exceptional technology platform. The Makegood recently spoke to Evans about the results of Crowdtap’s recent research activities.
The Makegood: Crowdtap, the leading social influence marketing platform, conducted a study regarding User Generated Content. Could you elaborate on what UGC is, and why it warranted such a study?
For this study, we defined UGC as content originating from a millennial’s peers and connections, delivered via social conversations. It warranted a study as we suspected a pretty large shift in media consumption to these sources, especially amongst millennials and also suspected that these communications held more influence than mass produced messages.
The Makegood: UGC has become the focus of millennials’ media. Why do you believe that millennials have shifted to interacting more with UGC?
It’s a matter of the technology being available to have and follow these types of conversations. Now that we are able to choose to receive information from sources we know and trust and that holds more relevance, it is natural that people are spending more and more of their time with these sources. Millennials, and the generations that follow, will grow up with this technology and not be able to comprehend ever having a few TV stations or magazines to find relevant content from.
The Makegood: How has the amount of time millennials spend on different types of media helped UGC become a most influential marketing tool?
Time spent with UGC means that a greater portion of mindshare is now spent with this media vs. other media. That combined with the fact that consumers trust and remember UGC more than they do traditional and other media, means that UGC is reaching consumers, being remembered and impacting their purchasing decision process, which ultimately is the formula for influence.
The Makegood: Why do you believe that UGC is a more trusted source of information than other media sources? Have TV, newspapers, and magazines come to be less trusted?
We asked millennials specifically about the trustworthiness of different media sources within the study, and UGC came out on top. If you think about the source of UGC, it’s often friends and family or sources we hand select to follow, it’s no surprise that millennials are more trustworthy of this type of format.
The Makegood: What do you see for the future of UGC, as well as the future of other traditional media in relation to the increased trust in UGC?
As people grow up as digital natives and more people view themselves as content creators – combined with the fact that there are new apps continuing to make content easier to consume — the percent of time spent with UGC will only increase. This means that marketers will need to find ways to more naturally become a part of these conversations in order to reach and influence consumers.
The Makegood: Thank you, Brandon.