Trends Report

Spin User-Generated Content Into Brand-Building Gold

Strategic Approaches To UGC Infuse Brands With Trust And Credibility While Minimizing Risk

November 10th, 2016
Jessica Liu, Principal Analyst
Jessica Liu Principal Analyst
Ryan Skinner, null
Ryan Skinner
With contributors:
Brigitte Majewski , Kasia Madej , Laura Glazer

Summary

The inherent authenticity of user-generated content (UGC) is kryptonite to even the most super of brands. Consumers' honest perspectives deflate brand mythologies and reveal once-hidden flaws. But marketers are learning that this same content builds brands, too. Authentic and aspirational UGC powers some of the best brand-building seen in recent years, including campaigns from NYX Cosmetics, Procter & Gamble's Always, Vans, and YouTube. This report guides B2C marketers in turning the untapped potential of UGC into brand-building gold, with a specific methodology for strategically leveraging UGC supported by documented use cases.

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