IAB Report: User-Generated Content for Marketing and Advertising
When it comes to promoting a brand, user-generated content has 6.9x higher engagement rate than brand-generated content. Here at Olapic, this comes as no surprise, but it is exciting to watch as brands increasingly build user and influencer-generated content into their marketing and advertising campaigns, into product pages on ecommerce pages and even in-store displays.
Due to this growth in UGC and IGC and also in consideration of the evolving public policy landscape, the IAB Social/Native/Content Committee formed a working group to reflect today’s use of UGC in many aspects of the marketing mix. Olapic was excited to sit in this working group and help co-author the resulting report, “IAB UGC for Marketing & Advertising Buyer’s Guide” that includes a Definition, Key Benefits, Sources and Types of UGC, Use Cases, and Legal Considerations.