The MarTech Matrix

User Generated Content: It's Power in Marketing & eCommerce

Jun 17, 2024

Dive into the world of user-generated content and its undeniable power in marketing! Discover how brands can harness authentic content from creators to build trust and drive consumer engagement. Learn about the key differences between UGC and influencer marketing, and the challenges brands face in content ownership. Explore the shifting perceptions of body image and how platforms like 'Blurbs' foster genuine connections. Plus, find out how AI is transforming marketing strategies and enhancing consumer insights.

49:24

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Cohley empowers brands to connect authentically with over 100,000 creators, enhancing their visibility and fostering trust through user-generated content.

User-generated content significantly enhances consumer engagement and conversion rates by showcasing real experiences over traditional advertising methods.

Deep dives

Understanding Coly's Role in Content Creation

Coly is a digital platform designed to facilitate the generation of user-created marketing content, empowering brands to connect with creators who produce authentic material. By generating a variety of assets, including photos, videos, and product reviews, Coly enhances brand visibility and supports growth across online platforms. The platform allows brands to source content for various stages of the consumer journey, from initial awareness on social media to in-depth product reviews that foster trust and drive purchase decisions. In a competitive market where consumers have many options, building authenticity and connection through well-crafted content is essential for brands to succeed.

Intro

3min

Harnessing User-Generated Content for Authentic Marketing

11min

Navigating UGC and Influencer Marketing

10min

Evolving Body Image and Authentic Marketing Strategies

3min

Evolving Dynamics of a Creator Marketplace

2min

The Power of User-Generated Content in Marketing

17min

Evolving Engagement and the Role of AI in Marketing

3min

Summary

Cohley is a software platform that helps consumer brands generate content, including photos, videos, and product reviews. It focuses on creating content that fosters connection and trust between brands and consumers throughout the consumer journey. Cohley facilitates the relationship between brands and creators, allowing brands to tap into a network of over 100,000 creators. The platform also integrates with various channels and provides tools for brands to communicate directly with creators and approve assets. Cohley's business model involves a base license fee for using the platform and incremental spend directly to the creator. The platform secures content rights in perpetuity for brands, addressing a pain point in the market. UGC and influencer marketing are related but distinct concepts. UGC refers to content created by ordinary people, while influencer marketing involves leveraging the influence of individuals with large followings. The shift towards UGC and influencer marketing is driven by the need for scalable, high-quality content that resonates with consumers and builds trust. In this conversation, Tom and Sean discuss the value of user-generated content (UGC) in marketing and how Cohley, Tom's company, helps brands leverage UGC to drive engagement and conversions. They explore the different channels where brands can use UGC, such as social media, e-commerce websites, and even TV ads. They also discuss the importance of quality UGC and how it can provide information, social proof, and confidence to consumers. Tom shares how Cohley helps brands measure success by aligning content with strategic initiatives and key metrics. The conversation concludes with a discussion on the future of Cohley, including partnerships with platforms like Amazon and the use of AI to optimize content creation and decision-making.

Takeaways

Cohley is a software platform that helps consumer brands generate content, including photos, videos, and product reviews.

The platform focuses on creating content that fosters connection and trust between brands and consumers throughout the consumer journey.

Cohley facilitates the relationship between brands and creators, allowing brands to tap into a network of over 100,000 creators.

The platform integrates with various channels and provides tools for brands to communicate directly with creators and approve assets.

Cohley's business model involves a base license fee for using the platform and incremental spend directly to the creator.

UGC and influencer marketing are related but distinct concepts, with UGC referring to content created by ordinary people and influencer marketing involving leveraging the influence of individuals with large followings.

The shift towards UGC and influencer marketing is driven by the need for scalable, high-quality content that resonates with consumers and builds trust. User-generated content (UGC) is a valuable tool for brands to drive engagement and conversions.

UGC can be used on various channels, including social media, e-commerce websites, and TV ads.

Quality UGC provides information, social proof, and confidence to consumers.

Brands can measure success by aligning content with strategic initiatives and key metrics.

The future of Cohley includes partnerships with platforms like Amazon and the use of AI to optimize content creation and decision-making.

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