As Covid-19 continues to impact most parts of the world, brands have been pushed to find alternative solutions to complex studio setups, huge budgets and high production value - all of the traditional expectations for an impactful advertising campaign. A strategy that’s found success is the clever utilisation of user-generated content (UGC) as it taps into a real desire for human connection, strengthens a community and, in this unprecedented time, has transformed what might have once been local content into global content. In many ways, it’s unsurprising that UGC has exploded in popularity since Covid-19 and its ensuing lockdown. If anything, the pandemic has accelerated its growing dominance as content production limitations remain in place for companies, brands and agencies. In combination with the ubiquity of the smartphone and the “pics or it didn’t happen” mindset, anyone can become a content creator. In fact, reports from Statista found that the number of videos uploaded every 60 seconds grew by 40% between 2014 and 2019 alone.
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