Consumers are 7 times more inclined to trust a photo in social networks than advertising

Olapic, the company shared the results of a global study, during which studied the impact of user-generated photos on the involvement and confidence of consumers to the brand.

The results showed that buyers are 7 times more inclined to trust a photo in social networks, which shows "real people" than traditional advertising.

According to the report, trust has a huge impact on the click-throughs and sales. So, more than half of respondents (56%) responded that they more likely to click on advertisement which contain user generated image and not stock photos. The same percentage of people surveyed expressed a similar view in respect of the purchase of goods. At the same time, almost 80% of mobile users admitted that they tend to block ads that they find irrelevant or irritating.

"During the research we revealed the low level of trust in branded advertising in all countries. The widespread distrust of traditional advertising assumes that consumers are interested in more honest dialogue with brands. To boost sales, companies need to adapt to the changing situation in the industry," comments co-founder of Olapic, Pau Sabria.

In the survey company took part more than 4.5 million active social network users aged 16 to 49 years, living in countries such as USA, UK, France, Germany, Spain and Sweden.

Olapic is a Spanish company that has developed a service that allows brands to engage with consumers through photos. With it, users can share a selfie, demonstrating all the stuff in the online stores. This generates unique content created by the buyers.