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The state of user-generated content: Here are the themes marketers are embracing in 2021

by | Jan 26, 2021 | Public Relations

With misinformation and distrust so prevalent in society today, the credibility and authenticity that’s naturally built into user-generated content (USG) has become a key component of many brands’ content strategy. The allure of high engagement and conversion rates has prompted brands across industries to recognize the power of USG and explore ways to incorporate more of it across their marketing channels.

UGC curation platform TINTrecently released its State of User-Generated Content 2021 Report, sharing the emerging strategies leading brands are taking in 2021 to connect with their audience and customers to authentically connect with their audience, build trust, and drive revenue with user-generated content—and highlighting key themes surrounding UGC, its use, and what to expect in the future.

The state of user-generated content: Here are the themes marketers are embracing in 2021

“We’re honored to present [this report], a deep look into how brands increasingly elevate the voices of their fans, customers, influencers, and teams—plus winning strategies for the next 12 months and beyond,” said Sameer Kamat, CEO of TINT, in a news release. “Our report shows that UGC is more important than ever and contains several surprising findings and actionable tips for taking full advantage of emerging trends.”

The state of user-generated content: Here are the themes marketers are embracing in 2021

TINT developed the report with survey results conducted with marketing professionals from around the world to learn about their experiences in 2020 and identify the themes driving strategy in 2021.

The state of user-generated content: Here are the themes marketers are embracing in 2021

The survey revealed:

Time crunch is a challenge

More than half of marketers (52 percent) indicated say time is a challenge for creating visual and social media content.

Budget cuts loom

Fifty-one percent of respondents had their budgets cut in 2020, with many shifting their strategies to user-generated content to save money and build authenticity.

Most active audience on Instagram

Nearly 30 percent of respondents say their target audience is the most active on Instagram.

Relatability drives influencer marketing strategy

Seventy-five percent of marketers work with influencers with less than 1,000 followers.

The state of user-generated content: Here are the themes marketers are embracing in 2021

“The insights in this report demonstrate the importance of incorporating your customer’s voice as a core element for a brand’s marketing strategy. I hope marketers find the State of UGC report to be a helpful guide,” said Kamat.

Download the full report here.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter

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