UGC (user-generated content)
DefinitionCreative Strategy
UGC (user-generated content)
User-generated content: material made by customers or ordinary users rather than the brand. In paid social the term has stretched to 'UGC-style' - ads deliberately shot to look homemade, because feed-native imperfection often outperforms studio polish.
Evidence from the library
50%Half of all media time is now spent with user-generated contentStatThe same brand cue needs different framing across Chinese platforms, from Weibo's text-heavy slang to Douyin's unpolished, authentic livestream style.Principle2.6% / 0.9%Online paid media drives far more market share growth than online unpaid media.StatCreator content is now valued for how long it stays searchable and durable, not for a one-day impression spike.PrincipleThe Scope Metric Unit turns every deliverable, from a Facebook post to a TV ad, into one comparable unit of creative work.Principle
Source
Marketing Definitions
standard social media practice
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