User-Generated Content (UGC) can be a highly effective way to build trust with new audiences and strengthen relationships with existing customers.
However, trawling through thousands of fan photos, finding those that are 'on-brand' and choosing the right place to share them is a challenge for even the savviest social media teams.
So, it's easy to see why many companies prefer to focus resources on creating their own assets, often relegating UGC to the category of 'filler content'—but they could be missing out on a huge opportunity to boost brand credibility.
In this session, MADE.com's Head of Content explains how they overcame the challenges with UGC and why they decided to put content from real fans at the heart of their communication: from editorial, to paid social and above-the-line campaigns.
