You’ve likely heard of the term UGC (user generated content). It’s the $20b a year industry that rose from the ashes of the glorified testimonial video. Brands worked out that hiring an actor wasn’t as good as asking their best customers to record a video of themselves talking about how much they loved the product and showing them using it.

There are constant debates on whether the hassle of finding and working with UGC creators is worth it. Does it really provide the results marketers claim?

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