In a newly released report, US-based content generation and analytics platform, Cohley and media publication, Digiday explores the changing state of user-generated content (UGC). The sweeping changes driven by a global pandemic and the resultant quarantine have scattered creative marketing teams, but they have also opened brands’ and agencies’ eyes to the promise of UGC as an avenue for fresh takes on campaign content, context, and audience discovery.
User-generated content — in this case, content for advertising that has been created by people who are not on the teams of brands and agencies — is driving an entire mindset shift that marketers are bringing to advertising creative overall. The study surveyed 300 brands and agencies in the summer of 2020 and discovered the benefits of UGC and the obstacles marketers are currently grappling with when it comes to UGC. Communicate lists the key findings below-
On the trail of high-quality UGC, the categories below are particularly prized for their effectiveness in today’s digital campaigns.
UGC and data
Managing data in UGC
The bottom line is that while there are data-driven capabilities in the marketing world, that doesn’t always mean that every marketing team can handle content and data at a sufficient scale. Respondents stated in the report that the challenge is often related to the toolkits with which they’re working, and the gap between the in-house knowledge they need versus the skill sets they have. Technology and platforms can eliminate much of the manual labor needed to source content and allow for not only workflow organization by stage, but also mass messaging and distributing an all-encompassing creative brief immediately. This enables brands and agencies to scale, drastically cutting down on the time and overall headaches of negotiating with creators individually.
App analytics and market data company, App Annie, have released a new report that sheds light on Gen Z’s mobile behavior, in order to help marketers develop effective strategies to reach them. 98% of Gen Z report owning a smartphone, on average receiving their first at the age of 10. They are also part of […]
Experticity, the world’s largest community of influential category experts have released a new study that sheds new light on the importance of micro-influencers on the average consumer. The study was conducted with online interviews of more than 6,000 individuals from the United States drawn from Experticity’s micro-influencer network and the general population. In addition, more […]
Market research companies eMarketer and Global Web Index have collaborated together to release the 10th edition of the global media intelligence report. The report is a detailed compilation of data and insights about internet users’ traditional and digital media usage in 42 key markets worldwide. Communicate will be highlighting the key trends that are shaping the […]
Social Bakers, a global AI-powered social media marketing company has released the Q3 edition of their social media trends report. The report reveals where the industry is currently standing with regard to spending and engagement globally. Here are the key findings – ADVERTISING Worldwide ad spend increased by 56.4% in Q3 compared to where it […]