Over the past few years, influencer marketing has undergone a major transformation. People become bored with sponsored content and fake promotions. This kind of business where influencers are paid to make posts and thus promote a product is slowly fading out as people desire genuine relationships.
Make way for User Generated Content (UGC) it’s the new buzz word on the rise, especially on social media platforms.
UGC is the content created by actual customers without being in any way influenced by the brands they are promoting and its typical forms include photographs and videos of customers themselves being used by brands.
It is believable, credible and is closer to the modern consumer than the traditional celebrity endorsement. Marketers are now moving into letting their audience promote their brands by letting them to create and share content.
UGC is not only effective in encouraging more engagement but also increases trust and credibility. It is real people using and enjoying products which make the marketing very natural and arguably more effective.
Although influencer marketing is not totally obsolete, UGC has taken the pole position, altering the way brands engage consumers in the age where truth matters.