Engaging your users and fans is more important than ever. From live feeds to user-generated news, growing communities around your brand and products is increasing in popularity. As social media and technology have evolved, user-generated content has become some of the most effective and successful shared content. And of course, video has played a key role in this phenomena. According to comScore, brand engagement rises by 28% when consumers are exposed to both professional content and user-generated product video.
With user-generated content being 20% more influential on millennial purchases than all other media types, it's an increasingly important part of the marketing mix that companies should explore. Implementing a user-generated content strategy, however, can be trickier that estimated. Steve Hulford, Founder and Chief Creative Officer at FileMobile, elaborated on some of the complexities of utilizing user-generated content: