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User generated content takes over from where branded content left off

Has branded content had its day? I ask because studies have shown that 92% of consumers trust recommendations from people they don’t know over branded content. 

Where does that leave us, then? Well, if that statistic is to be believed, it suggests consumers’ buying decisions are heavily influenced by their fellow buyers. That makes sense in lots of ways – why wouldn’t they consult those people who are in the same position as them, rather than the company doing the selling?

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