Brand Marketing Infographic: How Millennials and Baby Boomers Consume User-Generated Content And what brands can learn from their preferencesBy Emma Bazilian|January 2, 2017 Share By Emma Bazilian|January 2, 2017 Share 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." Carlos Monteiro This story first appeared in the January 2, 2017 issue of Adweek magazine. Click here to subscribe. Save your virtual seat for Adweek NexTech, July 27-July 30th to explore privacy, data, attribution and the benchmarks that matter. Learn more. Adweek Adweek