Consumer psychologist warns UGC is like the 'Wild West' as young people trust it more than traditional ads
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Summary
She has rejected requests in the past because the brand's specifications for the desired video did not match the actual properties of the product. "I also only work with products and partners that I am 100 percent behind, because you are selling your face with it." Nevertheless, she is aware that it is ultimately a business model. Thus, 47 percent of boys and girls aged 10 to 17 become aware of products through advertising on social media platforms, and 40 percent through recommendations from influencers. "It's a bit like the Wild West," says media and consumer psychologist Jan Landwehr from Goethe University Frankfurt, who sees risks in UGC. UGC is particularly relevant in her company for a younger audience, especially those aged between 15 and 35, who consume social media content daily.
Furthermore, "This authenticity helps consumers identify with air up," says Airup Marketing Director France, Margod de Montfort. Landwehr cites advertising for pet products as an example: "If you don't do this, your pet won't be well, it could get sick and so on." Such messages can convey the feeling of having to act out of responsibility. At this age, social media has a significant influence on online shopping behavior, according to a special analysis on media addiction by the health insurance company DAK-Gesundheit and the University Medical Center Hamburg-Eppendorf (UKE), which is available to the German Press Agency.
In addition, Her UGC career began with video ideas on her own Instagram and TikTok channels. "Then brands became aware of them and asked if I would like to create videos for them too." The assignments piled up and she realized: "This is not a one-time thing, but I am actually doing UGC now." It pays off for her: "It's also a really cool way to monetize video making relatively quickly without needing the reach for it." Real product use for more trust UGC also plays a crucial marketing role at the Munich-based company Airup.
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She has rejected requests in the past because the brand's specifications for the desired video did not match the actual properties of the product. "I also only work with products and partners that I am 100 percent behind, because you are selling your face with it." Nevertheless, she is aware that it is ultimately a business model.
reliability low1/2 sourcesThus, 47 percent of boys and girls aged 10 to 17 become aware of products through advertising on social media platforms, and 40 percent through recommendations from influencers. "It's a bit like the Wild West," says media and consumer psychologist Jan Landwehr from Goethe University Frankfurt, who sees risks in UGC.
reliability low1/2 sourcesUGC is particularly relevant in her company for a younger audience, especially those aged between 15 and 35, who consume social media content daily.
reliability low1/2 sources"This authenticity helps consumers identify with air up," says Airup Marketing Director France, Margod de Montfort.
reliability low1/2 sourcesLandwehr cites advertising for pet products as an example: "If you don't do this, your pet won't be well, it could get sick and so on." Such messages can convey the feeling of having to act out of responsibility.
reliability low1/2 sourcesAt this age, social media has a significant influence on online shopping behavior, according to a special analysis on media addiction by the health insurance company DAK-Gesundheit and the University Medical Center Hamburg-Eppendorf (UKE), which is available to the German Press Agency.
reliability low1/2 sourcesHer UGC career began with video ideas on her own Instagram and TikTok channels. "Then brands became aware of them and asked if I would like to create videos for them too." The assignments piled up and she realized: "This is not a one-time thing, but I am actually doing UGC now." It pays off for her: "It's also a really cool way to monetize video making relatively quickly without needing the reach for it." Real product use for more trust UGC also plays a crucial marketing role at the Munich-based company Airup.
reliability low1/2 sources
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