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Marketers should embrace user-generated content

on Sep 24, 2015 | 0 comments

By Lucy Tesseras

Toy brand Lego invited kids to create a 'Kronkiwongi' - which it defines as anything you can imagine - and share it on Facebook
Toy brand Lego invited kids to create a ‘Kronkiwongi’ – which it defines as anything you can imagine – and share it on Facebook

The role of user-generated content (UGC) is becoming more prominent as brands look for an authentic way of communicating with consumers, increasingly jaded by traditional pushy marketing.

“Being able to show real experiences is very compelling,” says Rachel Hawkes, group head of social at travel business TUI, who believes UGC now “has a massive role to play”.

Indeed, a recent study by content marketing agency Headstream finds that 66% of people would prefer ‘regular people’ Read full story ›

Source: Marketing Week