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Editor’s Note: there are several infographics provided: How Millennials and Baby Boomers Consume User-Generated Content (UGC) via Adweek

From an A-list celebrity tagging his new designer duds on Instagram to your next-door neighbor raving about her favorite new meal-delivery service on Facebook, most everyone uses social media to talk about brands.

But how different generations of people create, consume, and share this type of user-generated content varies widely. To help marketers better understand the divide, earned content platform Olapic conducted a survey to find out how consumers of different ages—especially millennials and baby boomers—view UGC.

While their responses varied, one thing was widely agreed upon: “76 percent of consumers believe the content that average people share is more honest than advertising from brands,” said Olapic co-founder Pau Sabria. “That should serve as a wake-up call for brands to start exploring the use of authentic content in ads and marketing to build trust and create a more meaningful dialogue with their customers.”

Access full article from Adweek