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Shoppers produce an immense amount of user generated content (UGC) every day, with 54% of adult internet users taking and sharing photos. As such, UGC is a large portion of the content people see on a day-to-day basis. This content can be used to drive brand equity and sales because it tells genuine stories about brands and products, which resonate with consumers and incites trust. In 2017, companies are taking UGC even further by creating unique products to specifically attract Instagram-attention (and are “instagrammable”) and building companies that are centered and fueled around UGC and user-community.

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