Things are always changing, and here’s a big one.

This article from Social Media Today discusses a study conducted by Entribe, which found that consumers are more influenced by User-Generated Content (UGC) than by influencers.

The study reveals several key findings you should be aware of if you are an influencer or content creator because they affect your wallet:

Influencer Endorsement

✅ 81% of the surveyed consumers didn't feel that influencer endorsement had any impact on their purchasing activity.

✅ Some even suggested that it could have a negative impact.

✅ Only 12% of respondents indicated that they would be inclined to purchase a product when an influencer promoted it, while 62% said that they've never purchased a product promoted by an influencer online.

User-Generated Content (UGC)

In contrast to influencer promotions, 90% of respondents said that they would prefer to see brands share content from actual customers.

Additionally, 86% of respondents said that they would be more likely to trust a brand that publishes UGC.

Influencer Marketing Saturation

The study suggests that we might be reaching a saturation point in influencer marketing, and people might be starting to tune them out, despite the undeniable power of influencers in building brand awareness​​.

How This Affects You and Your Wallet

This information is crucial for content creators and influencers.

Here's why and how you can capitalize on it:

Importance of Authenticity

The study really underlines the importance of authenticity in marketing.

Consumers appreciate genuine user experiences over influencer endorsements.

People don’t want to be sold; they want to be educated.

Why will this brand, product, or service help increase their happiness, status, or income?

Truly, that’s all it comes down to.

As content creators and influencers, you should strive to maintain and demonstrate authenticity in your content and endorsements.

This should be done by sharing, not selling your audience on a brand.

Share your personal experiences with the product or service, your journey with it, and any tangible results you have observed.

Leverage More UGC Deals

You can capitalize on this information early by encouraging brands to buy your content and further positioning yourself as a UGC creator in the social media space.

Sell your reviews, unboxing videos, testimonials, or creative uses of their products.

You can also incentivize your audience to share their experiences with product categories or services within your niche.

This helps further sell your value to brands.

I predict that the future of influencer marketing budgets will be dedicated to 80% UGC and 20% influencer promotion through creator channels.

Whether you feel the same or not, take all of this information to heart as you pitch brands!

UGC is hot right now.

And quite frankly, a UGC career is less stressful, too, because you don’t have to worry about your following or engagement rate.

You simply get to focus on the beauty of creating within your niche and get paid for it.

What a dream!

Building Trust

Given that consumers trust UGC more, content creators and influencers can aim to build a community of trust and interaction.

This could include responding to comments, hosting Q&As, and being transparent about sponsorships and affiliations.

It pays to be honest.

Share why you even partnered with the brand in the first place.

Consumers want to feel that you getting paid by a brand is just a bonus and that you really love the product you are sharing with them.

Diversifying Content Strategy

As the study suggests possible saturation in influencer marketing, it's essential for content creators and influencers to diversify their content strategies.

This could include a mix of educational content, entertainment, personal stories, and other types of content that could engage their audience in different ways.

Don’t put yourself in a content box.

Collaboration with Niche Micro-Influencers

The article mentions a significant difference in consumer responses between a top creator promoting a product and a smaller influencer endorsing it, which we already know, right?

So use that to your advantage and network more within your niche.

Consider doing more collaborations with micro-influencers in your niche.

It’s a win for you and them, and brands will notice.

Use your power to make income, you are always perceived as more relatable and trustworthy by your community than larger accounts.

Find more like-minded people to collaborate with.