Turning UGC hashtag campaign into commerce - by Dan Kimball, CMO at Thismoment / ad:tech London
TURNING UGC HASHTAG CAMPAIGN INTO COMMERCE Is user-generated content (UGC) just a trend? Are marketers piling on the UGC hashtag bandwagon because it has the “cool factor”? And if so, does that mean that at some point the next shiny object will simply replace it? Certainly, it means there is a growing perceived value. But, how does that translate into enterprise return on investment (ROI)? UGC, It’s More Than a Phase UGC is a very powerful tool to incorporate authentic user-voice elements into your marketing and brand storytelling initiatives. With 59% of Millennials nowadays trust UGC more than the brand-produced content, this type of brand advocacy should not be overlooked. Here’s the tricky part, while some of these efforts yield great value for brands looking to create fun, engaging and unique campaigns as well, other times the ROI opportunity is missed.