While only a quarter of Millennials say they trust content created by brands, almost half say they trust user-generated content.

While only a quarter of Millennials say they trust content created by brands, almost half say they trust user-generated content. The insight from content platform Olapic is evidence that brands should be looking into the “use of authentic content in ads and marketing to build trust and create a more meaningful dialogue with their customers.” They also suggest the use of branded hashtags to aid the 54% of Millennials who say they use them because they want friends and brands to know they like the product. (Adweek)