There’s no arguing the social media scene is riddled with creators. From constant scandals in the beauty industry to disregarding pandemic guidelines in 2020, distrust towards influencers is steadily climbing.
These changes in perception and trust suggest we’re moving further and further away from the traditional influencer model and are focusing more on targeted, engaging approaches to capturing audiences. Many brands think this just means turning to micro-influencers instead, but when they do this, they are missing out on a critical audience of creators – their own customers.
Brands in any industry can benefit from what is known as user generated content (UGC), which is any content created by a general consumer and is used for marketing initiatives. UGC uses an authentic and sustainable approach to gathering customer curated content that is both brand approved and able to be published across marketing platforms. Rather than influencers promoting messages to current and potential customers, their friends and family can instead. In fact, consumers often rather hear from people they know and trust over influencers online. According to Nielsen, 92% of consumers trust earned media, like recommendations from their friends and family, above any other kind of advertising. As the digital marketing world rapidly changes, here are a few ways brands can capitalize on UGC to collect the best quality content for their campaigns.
Publication Date: 2022-11-05
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