Offerpop Survey Identifies Gaps between How Consumers and Marketers Think about User-Generated Content

A survey of 400 consumers and brands establishes how brands can inspire consumers’ participation with and creation of user-generated content

NEW YORK--()--Offerpop, provider of the leading visual user-generated content (UGC) marketing platform, today announced it has discovered a gap between brand and consumer perceptions about engagement and user-generated content. The findings are from a recent survey Offerpop conducted ahead of its first-ever Participation Marketing Conference, which opens today in New York City.

The survey polled 100 generation-C consumers and more than 300 brands, and found brand respondents think people are motivated to create and share UGC to win prizes. However, the survey shows only 32 percent of consumers agree. Instead, 60 percent of consumer respondents said they were motivated to participate in order to have their content “liked” or featured. Offerpop’s survey confirms brands and consumers agree on the value of UGC – but they don’t necessarily see eye to eye on what motivates and inspires consumer participation to create and share content, such as photos and videos.

Additional survey insights include the following:

  • Consumers are two times more likely to share content because they want a friend to know about a brand, but only 14 percent of brands are aware of this intent.
  • Brands don't want to appear pushy, so only 16 percent provide specific directions on how consumers should create and share UGC. However, 53 percent of consumers want to be told exactly what to do, and 42 percent want brands to share examples of photos and videos that help guide consumers in creating content.

“On-brand UGC won’t create itself, yet it’s one of the most valuable tools a marketer could have,” said Wendell Lansford, CEO and co-founder of Offerpop. “When 85 percent of consumers say they find UGC more influential than brand-created content, it’s time for marketers to listen. It’s more important than ever for brands to have a proactive strategy for connecting with consumers, inspiring UGC creation and leveraging that content to increase performance across all of their channels.”

This is the focus of the Participation Marketing conference, which is being held today, May 3, 2016 from 12 to 8 p.m. EDT. Speakers – including Jeff Dachis, CEO and founder of OneDrop and co-founder of Razorfish; Chris Motta, director of social for Macy’s Brands; and Chris Bowler, senior vice president of social media and content marketing at Razorfish – will discuss their experiences using UGC campaigns to connect with audiences and inspire meaningful participation.

Offerpop created the Participation Marketing Conference with a committee of marketers from consumer-packaged goods, retail and media and entertainment brands and agencies, in order to create a forum for industry thought leaders, peers and subject matter experts to share and learn from each other. Learn more about the speakers and sessions here.

Participation Marketing Conference agenda:

About Offerpop
Offerpop's visual user-generated content (UGC) marketing software-as-a-service (SaaS) platform empowers brands to encourage and leverage user-generated content at every stage of the buyer journey, improving marketing performance. Leading brands and agencies use Offerpop’s visual UGC platform to create campaigns and promotions from a library of templates to inspire the creation of quality UGC, manage and leverage UGC across marketing channels, and build consumer profiles to improve segmentation and targeting. The company is headquartered in New York City, with offices in London. For more information, visit


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