User-generated content involves creative efforts by consumers to advertise brands through various media like photos, videos, and social media posts. It can be an effective strategy if executed well by building consumer stories and loyalty, and incentivizing participation. However, it risks losing brand control or treating consumers like marketers. While UGC can create buzz, its longevity relies on the process becoming a form of ongoing advertising itself.

1. LIVIA VANGJELI

2. Defining UGA]
User- Can take Requires
generated various creative
content for forms of effort
the purpose media
of
advertising a
brand

3. Examples

4. Good Execution]

5. Commercials and Videos:
Photos & Stories:
Projections:

6. Poor Execution]

8. DOs and DON’Ts

9. DOs]
Build stories
Get your loyal
back into your
consumers
brand
Incentivize Utilize Social
and inspire Media
consumers Platforms
Research

10. DON’Ts]
Don’t turn
Don’t lose or
consumers into
force control
marketers
Don’t treat UGA
Don’t see UGA
as a lower-cost
as a trend
alternative

11. Conclusions]
Brand engagement
Consumer involvement
Can create a huge buzz –
positive or negative
Longevity – process is
advertisement of its own

12. Let’s Discuss]
Will UGA surpass (or even replace) traditional
advertising?
Is UGA simply marketing can it be considered as
a legitimate
a trend or
strategy?
can low-budget SMEs influence or inspire
How consumers to help generate their
advertisements?

13. Thank You