The above graph comes from a Forrester report How to Build Your Brand With Branded Content (I was given a complimentary copy for this post). The graph ranks how likely customers are to trust different forms of content.
Note that the Top Four types of content are partly or wholly created by customers, not the brand. The fifth most-trustworthy form of content is information on company websites or blogs, and then less than a third of customers trust these sources.
This won’t be breaking news to any savvy marketers, who know that customers tend to trust other customers and recognized experts, and they tend to distrust brands. Note that the least-trusted sources are ads at the bottom.