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Trust in user-generated content (UGC) has carried over to visual imagery, with the majority of consumers trusting user photos more than they trust brand or professional photos. While the presence of user-generated imagery has increased across owned, paid and earned channels, brands are still missing opportunities to systematically leverage Instagram in marketing communications.
Email Proves What's Boring is Sexy
July 16, 2015
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This week’s first winner is Netflix, which had 61 million active subscribers in Q1 and recently saw its market capitalization surpass that of CBS and Yahoo. CEO Reed Hastings once said Netflix’s goal was to “become HBO faster than HBO can become us.” Today, it seems like they’re beating HBO at its own game. As movies won, commercial photos lost. Consumers trust content created by users more than content created by professionals, according to L2’s recent study on user-generated content (UGC). More than half (55%) of consumers surveyed believed in UGC photos, while only 45% placed their faith in professional photos. On Instagram, UGC also produces a higher conversion rate – 9.6% – then professional brand photos. Email was another winner, with the best ROI in digital marketing –proving that what’s boring is sexy. Email is one of the few growing channels for customer acquisition, more effective than direct mail or social media. Meanwhile spam is rapidly losing. Almost 60% of emails are spam, according to cybersecurity firm Trustwaves. This may sound high, but it actually represents a decrease from 90% in 2008.
L2 Research Briefing
[codepeople-post-map] At this breakfast briefing, we will share L2 data and insights on the two hottest platforms among millennials. The briefing will preview L2 research findings, compare and contrast best practices and use cases across Snapchat and Instagram offering brands actionable insights to inform their social strategy.