The power of word-of-mouth marketing remains.
"Wait, I thought this article was about user-generated content." You are correct. User-generated content stems from the basic principle behind word-of-mouth marketing: Peer recommendations are incredibly influential and provide enhanced credibility.
User-generated content is flourishing with the rise of mobile, emerging technologies, and social platforms. These channels are creating a sharing ecosystem that thrives on user-based input -- whether a photo, video, review, podcast, question-answer database, or blog post.
According to eMarketer's predictions, nearly 155 million U.S. internet users consume some form of user-created content -- up from nearly 116 million in 2008. eMarketer estimates the number of user-generated creators will grow by similar proportions, reaching 114.5 million this year, up from 82.5 million in 2008.
As technology continues to enable people to seamlessly share experiences, opinions, and information with the online world, as well as allow people to easily access this peer-generated content, more brand marketers are harnessing the consumer tendency to share. Building a campaign around crowd-sourced content serves as a genuine way for brands to engage with their audience and is a refreshing departure from traditional one-way messaging efforts.
Let's take a look at five brands that set the bar high with user-generated content campaigns.