The Ascent of Authentic Visual Content

QUANTIFYING THE CONTENT EXPLOSION

SHOPPERS USE AND TRUST CUSTOMER PHOTOS

ABOUT OLAPIC

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Ripple to Wave: The Ascent of Authentic Visual Content

54% of adult internet users in the US have posted original photos or videos online, 47% of adult internet users in the US have reposted photos or videos online and 17% of adult internet users in the US are Instagram users.7

500 million photos were shared per day in 2013.8 1.8 billion photos are being shared per day in 2014.9 That’s 75 million per hour, 1.25 million per minute and 20,833 per second.

Dove 652,000

BandAid 127,000

Dermalogica 85,000

Neutrogena 85,000

Tylenol 29,000

Aveeno 23,000

Clean & Clear 14,000

Johnson’s Baby 14,000

Top CPG brands have millions of photos on Instagram alone

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Ripple to Wave: The Ascent of Authentic Visual Content

Customer photos are clearly abundant, but how do shoppers use them to make decisions, and how much trust do they place in this content?

We partnered with Fluid to survey tens of thousands of consumers in the US and the UK, and the results speak to their embrace of rich authenticity over perfection.11

“Visual marketing with authentic UGC isn’t a single feature; it isn’t a trend. What we’re experiencing is a major,

irreversible step in the evolution of shopping.”

Pau SabriaCEO & Co-Founder, Olapic

Olapic is the leading visual marketing platform for collecting, curating, and distributing consumer-generated photos across marketing channels. Olapic collects consumer photos and videos from social media sites

including Instagram, Vine, Twitter, and Tumblr to help brands create more authentic brand experiences. Olapic is headquartered in New York City

with offices in Cordoba, Argentina, and London.

For more information on Olapic, visit www.olapic.com.

SOURCES

When brands use UGC - or 'earned content' - across their marketing channels, it becomes more than simply another social media strategy. It is the the foundation

of a visual dialogue between a brand and its consumers. It enables brands to connect with with their legitimate ambassadors on a 1-1 level, and then use that

content to drive brand loyalty and increase market share.

For more information on how to get started harnessing your Earned Content, contact Olapic at info@olapic.com.

Content Marketing Institute. (2014). B2C Content Marketing 2014 Benchmarks, Budgets and Trends—North America. http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2C_Research_2014-withlinks.pdf

International Telecommunication Union. (2013). The World in 2013: ICT Facts and Figures. http://www.itu.int/en/ITU-D/Statistics/Documents/facts/ICTFactsFigures2013-e.pdf

GFK. (2014). CES PMA 2014. http://www.pmai.org/uploadedFiles/PMA7%20Current%20Trends%20in%20the%20Photo%20Imagain%20Marketplace.pdf

Pew Research Internet Project. (2013). Photo and Video Sharing Grow Online. http://www.pewinternet.org/2013/10/28/photo-and-video-sharing-grow-online/

Meeker, Mary and Liang Wu. (2013). Internet Trends 2013.

-internet-trends-2013

Meeker, Mary. (2014). Internet Trends 2014. Retrieved from http://www.kpcb.com/internet-trends

TOTEMS. (2014). Retrieved from http://50.nitrogr.am/sort-posts

Olapic and Fluid / Google Consumer Surveys. (2014).

Consumer photos are the most authentic and compelling brand assets available today.

Thanks to the mass adoption of smartphones and photo-sharing platforms like Instagram, they are also incredibly abundant.