Study Shows Consumers Seven Times More Likely to Trust Social Media Photos Over Traditional Advertising

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By: The Drum

With only six per cent of people surveyed in the UK (between the ages of 16 to 49) trusting traditional advertising, over three-quarters of those surveyed state they prefer looking at user-generated images (UGC). The recent findings suggest brands may have to re-think strategies when seeking trust and engagement among consumers.

The report released by Olapic today (30 November) details the results of more than 4,500 active social media users between ages 16 and 49 in the US and Europe (UK, France, Germany, Spain and Sweden), and finds that photos featuring "real people" are trusted seven-times more than traditional advertising.

The study also shows that trust has a significant impact on click-through rates and sales. In fact, over half (56%) of respondents said they are more likely to click on an ad that features UGC, and same amount are more inclined to buy the product after seeing this kind of ad.

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