User-generated content

User-generated content in all its forms is one of the most powerful forces in modern commerce. Brands that harness it are set for success.

  • Confessions of a newspaper letters editor

    User-generated content can take many forms. In fact, since we’re all users, we’re kinda creating it all the time. We thought it would be fun to look at user-generated content in a different way. To talk to people who deal with ‘users’, and the content they create, in their day jobs. First up, someone who’s […]

    Mitchel Nicholson 11th July 2016
  • 6 US auto campaigns that nail UGC

    Few purchases are more personal than your next car. However, buying a car is one of the largest financial commitments most of us will ever make as well as one of the staples of the American Dream. And that’s why the industry is so ripe for good UGC advertising. According to a report by Tubular Labs, the […]

    Marina Cheal 29th June 2016
  • 8 weird (and useful) ways we use UGC

    It’s not just brands that are using UGC; average folks like you and me use UGC in wonderful and unexpected ways every single day – whether we’re driving, eating, running or spinning some tunes. We take a look below at some of the most fascinating and useful ways people use UGC in their daily lives, and […]

    Mitchel Nicholson 23rd June 2016
  • The nitty-gritty of content-powered SEO

    Search engine optimisation (SEO) has, itself, been optimised to within an inch of its life. That gives the customer a whole lot of nothing when it comes to variety in its search results. Sure, brands are doing it ‘right’ – but when everyone’s doing it right, you’ve gotta get a bit creative. Jos Davies is […]

    Mitchel Nicholson 9th June 2016
  • Cash for comment

    Money transfers aren’t like most other transactions. They happen between friends or family. They’re often tied to experiences or emotions. As such, when it comes to transferring money – and the various ways in which that can happen – people can be both wary and sensitive. Money transfer services have to tread carefully when persuading potential customers to […]

    Hannah Murray-Sykes 5th May 2016
  • The murky world of content scrapers

    Around 70 million pieces of user-generated content (UGC) are uploaded to social media every day. It’s having a real influence on our spending habits – 84 per cent of millennials say that UGC has influenced what they buy. But in the rush to get on board, brands are treading in a legal grey area. We look […]

    Hannah Murray-Sykes 21st April 2016
  • 10 myths brands still believe about user-generated content

    There are plenty of myths out there. Aliens. The Loch Ness Monster. Leicester City as Premier League champions. But some of the most wildly inaccurate myths revolve around user-generated content (UGC). We help to dispel 10 of the most prevalent. 1. User-generated content cannot be controlled One of the biggest fears marketers have is ‘turning over the […]

    Mitchel Nicholson 19th April 2016
  • The good kind of peer pressure

    This is the final instalment of our three-part investigation into the state of consumer trust in 2016, driven by the release of Edelman’s trust barometer. The entire series: Part one: Meet socially driven media Part two: The new CEOs? Part three: The good kind of peer pressure Part three The good kind of peer pressure […]

    Marina Cheal 15th April 2016
  • The new CEOs?

    This is the second of our three-part investigation into the state of consumer trust in 2016, driven by the release of Edelman’s trust barometer. The entire series: Part one: Meet socially driven media Part two: The new CEOs? Part three: The good kind of peer pressure Part two: The new CEOs? Investigating the power shift More […]

    Marina Cheal 13th April 2016