What makes UGC Authentic?

Consumers have gotten more savvy and increasingly require Authentic UGC to be motivated to purchase, but what makes content Authentic? Our 3 POV study tells us Brands do NOT yet have a good understanding of this.

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Brands believe that a Creator speaking with genuine emotion and enthusiasm when talking about a product is the primary thing that makes content Authentic.

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Creators agree with this, but they add that including personal stories in their content is also important.

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Consumers tell us all of these are more important for content to be Authentic:

• Content must feature real-life scenarios (35%)
• Creator must use honest/candid language (43%)
• Creator must discuss a balanced list of a product's pros AND cons (61%)

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I realize this last point - have Creators discuss a product's pros & cons in their content - may be controversial and a tough pill for Brands to swallow. Who wants to pay to have Creators say anything bad about their product?

There are ways to handle this, however - and the benefits of transparency in conveying authenticity, establishing trust, and convincing consumers to buy may be well worth the tradeoff.

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Ideas for allowing Creators to discuss product cons/negatives in content:
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1) Frame cons as situational or preference-based

‍This could be simply acknowledging that no product is the perfect fit for everyone!

Example: "This skincare product is fantastic for normal to dry skin, but if you have very oily skin, you might want to pair it with an oil-control toner."

2) Be transparent and mention product cons but immediately address with solutions, how the cons are manageable or offset by the product's strengths

Example: "The packaging isn’t the easiest to recycle, but the product inside is so effective that a little goes a long way, making it last longer."

3) Acknowledge minor flaws in a playful/humorous way that humanizes your brand and makes it more relatable

Example: "Okay, this snack is so good I ate the whole bag in one sitting... the only con is I need to order more!"

4) Acknowledge areas where your brand is actively improving and listening to consumer feedback

Example: "The app is a bit tricky to navigate at first, but the company has been great about rolling out updates to make it better."

5) Have creators use a problem-solving tone that feels helpful rather than overly critical

DON'T use words like Terrible, Disappointing, etc.
DO use words like Could be improved, Less ideal, Depends on your needs, etc.

6) Contextualize cons vs. competitors - common for this type of product, etc.

Example: "This protein powder does have a slightly chalky taste, but that’s pretty common in plant-based proteins—and the nutritional benefits definitely make up for it."
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Any other ways Creators can acknowledge flaws in a product in a helpful way that ultimately convinces consumers to buy?

9 of 10 consumers tell us they're more likely to be motivated to purchase based on Authentic UGC, so it's worth cracking the code on this!