User generated content as a content marketing instrument

Student: Chan Lin

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2016

User-generated content has been an exciting marketing means of user engagement and product promotion for brands as users are willingly committed to creating and sharing content across social media platforms themselves. Some experts consider UGC to be next big trend in content marketing, which is the main subject of this paper – UGC as a content marketing instrument. The study analyses existing UGC based content marketing campaigns, executes an online survey for further understanding of UGC management in order to attain users’ perception of such content and experts’ opinions on the matter. The results of this study reveal beneficial and challenging aspects of UGC as an instrument in content creation. These findings provide content and marketing managers with understanding of how to efficiently use UGC in content marketing.

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