There’s no deny­ing that social media has dras­ti­cal­ly changed the way peo­ple com­mu­ni­cate, shop and expe­ri­ence the world. But as con­sumers look to social media and oth­er dig­i­tal chan­nels to dis­cov­er prod­ucts, make pur­chas­ing deci­sions and inter­act with brands, what types of con­tent do they seek and trust most?

As it turns out, it’s not the con­tent brands are spend­ing lots of mon­ey to pro­duce, but the con­tent con­sumers them­selves are cre­at­ing and shar­ing online every day — user-gen­er­at­ed con­tent (UGC).

Stack­la recent­ly sur­veyed 1,590 con­sumers and 150 B2C mar­keters from the U.S., UK, and Aus­tralia, to uncov­er the gaps that exist between the con­tent con­sumers want and what mar­keters believe they’re pro­vid­ing — the results of which should serve as both a warn­ing