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  User-generated content (UGC) is content that is created by customers other than brands. They can be in the forms of text, images, videos and reviews etc. Brands very often take this content and share them on their own social media accounts. UGC has been one of the brands’ favourites for some time now. If done right and strategically, brands of all sizes will be able to engage potential and existing customers with authenticity. In this blog, we will discuss how UGC is a crucial asset in many marketing campaigns.  Boosting Authenticity! Let’s face it, people. We all are supporters of genuineness. The attribute of being ‘real’ closes the gap of ambiguity between people. It works the same with advertising campaigns. Nothing is more compelling and convincing for a potential customer than seeing other people also enjoying the same products. This is the path UGC wants to take. According to a survey carried out by Stackla, consumers are 2.4 times more likely to view UGC content as authentic

Path-to-Purchase refers to the process of the brand being exposed to customers through various mediums that eventually convert to “purchase” and “recommendation”. As digital media are taking over traditional media’s place in terms of time spent by people every day, mediums such as search engines, online forums, apps, social media platforms, etc are more valued by brands than ever.  In addition, through browsing various digital mediums, micro-moments make a huge influence on customer behaviours. When a consumer intends to know, go, do or buy something through a digital device, these are four micro-moments that will be game-changing for marketers. If your quality and relevance of content can meet the needs of consumers during their micro-moments, it’ll certainly help you gain and retain customers after their purchases. There were many purchase funnel models proposed to educate brands on consumers’ path to purchase. The longest-serving purchase funnel model is known as AIDA ( Attention