Social media has drastically shifted the power of brand messaging to more user-driven content like UGC and influencer content. Deloitte Digital highlights that while brands were once the primary storytellers, social media has democratized content creation, giving more influence to creators and users. Brands now see a greater impact from UGC and influencer content than from traditional brand messaging. Consumers tend to trust these creators more, as they follow more creators than brands and find them more reliable. As a result, brands are increasingly engaging in collaborations and emphasizing co-creation with both influencers and users to boost trust and cultural relevance.

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