There are three path breaking technical innovations that are happening today:
- The rise of mobile broadband
- Smartphones with powerful cameras
- Explosion of social media
As a result of these innovations, people are creating and sharing images and words like never before. Two thirds of the content in the ‘digital universe’ is created by consumers, not corporations. Today, consumers trust and are influenced by content created by other consumers rather than the expensively commissioned branded content.
In the attached white paper from EngageSciences, we see how consumer brands are harnessing the power of authentic and credible user-generated content to socialise their web, social and mobile channels. It also shows how the optimal mix of user-generated content and owned content drives audience acquisition, boosts engagement and optimises sales conversions.
You can read the white paper here.
Visual courtesy: https://www.flickr.com/photos/yourdon/