Hostelworld, the world’s top online hostel-booking platform, went through a recent rebrand that included a transition to incorporating user-generated content (UGC) in all marketing and advertising. Through activating UGC in Instagram ads during Q1, the brand was able to grow its followers by 25% with only 13% of the annual ad spend. Moreover, the Olapic UGC widget on the Hostelworld blog led to 23x more interactions and an average CTR of 4.9%. Watch the video to learn more!
Kadley Gosselin is a Content Strategist at Olapic, where she lends content strategy and copywriting to the marketing team. Prior to Olapic, she worked her way up in content and marketing at a media research consultancy, executing and promoting thought leadership research for some of the world’s biggest media companies. She spends most of her free time “digging” for music online and seeing as much live music as possible. See pictures of her meals and many concerts on Instagram: @kadleysees.