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Today, consumers crave authenticity from brands, and user-generated content (UGC) is the best way to give them just that.
This change in consumer behavior is caused by the fact that people don’t trust advertisements like they used to do.
But not only that, people don’t trust content created by brands as much either.
76% of consumers say they’re more likely to trust content shared by “normal” people than by brands.
And it makes sense, that a brand will speak highly of its own products.
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