Brands should focus on content creativity if they want to increase their sales. Well that’s the lesson that came out of a new piece research from Yahoo, unveiled at Dmexco this week.
The study, which focused on the attitudes of Tumblr users towards brand content, found that more than two thirds (68%) of daily users in the UK and Germany are more likely to buy from brands that share content they like on social media. In fact, almost three quarters (74%) of respondents agreed that brands can sometimes come up with the most entertaining content. A further 70% said that the source of content doesn’t matter, as long as it provides value and is something they want to read or watch.
The power of influencers was perhaps the most interesting of the findings. Three in four daily Tumblr users feel closer to a brand when it uses influencers to reach them. [Note from Cream Ed: Check out the winner of the brand new for 2016: Best Use of an Influencer category at this year’s M&M Global Awards].
Off the back of the new research, Yahoo has offered five guiding principles to for brands to consider when collaborating with content creators. Check them out below: