SOCIAL
The Rise of User Generated Content (UGC) in Digital Marketing | by Shivangi Mohan | Aug, 2023

Narration or storytelling plays a HUGE part in any movie’s script. Just try thinking of some of the most iconic movies of all time: Goodfellas, Taxi Driver, Fight Club, The Shawshank Redemption. It’s impossible.
This power of storytelling has been employed for decades, if not centuries, and has been used by religions, different arts, and businesses.
The advent of Internet has brought to this world the digitalization of personal storytelling. Think of the content you’re consuming on social media platforms like TikTok, YouTube, Instagram, Twitter, etc. These platforms have given us the ability to narrate our own stories and this form of storytelling is known as User-generated content (UGC) in the realm of digital marketing.
It comes in many forms such as images, videos, text, reviews, podcasts, etc. The list is endless.
So the next question is: why is UGC important?
This form of content can be used in all stages of marketing: to generate better leads, create brand awareness, influence engagement, and increase conversions.
With consumerism being at its peak, consumers have a hard time deciding which brand they should put their faith in. UGC, or as I like to call it the modern-day word-of-mouth works on the basis of its authenticity and quality. When consumers see people who look like them speaking about the product or brand through smart storytelling, it triggers a genuine emotion that influences them in more than one way.
Not only does it establish a connection between the brand and the consumer, but it also leads to creating brand loyalty and the growth of the brand’s community. This, in turn, influences a consumer to form a long-term relationship with the brand, which ensures a higher Lifetime Value or LTV of the consumer.
In conclusion, the rise of user-generated content (UGC) in digital marketing has proven to be a game-changer. UGC empowers individuals to share their personal stories through various forms of content, fostering authentic connections between brands and consumers. By leveraging the power of UGC, marketers can influence consumer behavior, build brand loyalty and cultivate thriving communities. It is imperative for marketers to embrace this dynamic strategy to effectively engage their target audience. So, harness the potential of user-generated content and let the narratives of consumers shape the trajectory of your brand’s success.
SOCIAL
Adobe Highlights Rising Visual Trends in 2024 Creative Trends Report

Looking for creative inspiration for your 2024 strategic planning?
This will help. Today, Adobe has published its annual Creative Trends Report, which incorporates insights from Adobe’s 30 million+ Creative Cloud users, in order to determine rising visual styles of interest, which look set to resonate with audiences in the new year.
Based on its research, the Adobe team has established four creative trends that are worthy of note:
- Calming Rhythms – Fluid and flowing forms that soothe the senses and support emotional balance
- Wonder and Joy – Visuals that inspire a sense of awe, joy, and enchantment
- Dynamic Dimensions – Where all dimensions and types of content seamlessly merge
- The New Nostalgia – Contemporary interpretations of vintage styles
Adobe’s 22-page report, which you can download here (with email sign-up), provides more insight into each of these trends, along with various examples, and data that explains why they’re set to gain more momentum.
There are handy notes and insights for each, which help to illustrate how to use them in your process.

Interestingly, a lot of the images used by Adobe in the report look like they’ve been created by generative AI. I don’t know that they have, but it is worth noting the composition in this regard, as another potential means to tap into these trends.

The report provides some interesting perspective on rising visual trends, which could help in your planning. Maybe one of these resonates especially well with your branding, or aligns with what your target audience has been sharing.
Either way, some additional, data-backed considerations, which could be helpful in your process.
You can download Adobe’s “2024 Creative Trends Report” here.
SOCIAL
Elon Musk’s X and Amazon discuss potential collaboration

In a significant development in the social media industry, Elon Musk’s social media platform, X, is reportedly engaging in preliminary discussions …
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SOCIAL
Threads Looks Set to be Made Available to European Users Next Week

Good news with EU social media fans, with Threads looking set for a December 14th launch in the region, just in time to capitalize on holiday engagement.
As reported by The Verge, EU Instagram users can now access a countdown timer at www.threads.net, which seemingly indicates the exact time for the upcoming EU launch. Meta hasn’t made any official announcement, but the countdown clock is only visible to European users, while EU users can also search ‘ticket’ in the Instagram app to find a digital invitation to Threads.
Which replicates the original Threads launch back in July, which included similar Easter eggs and indicators pointing to the launch date (like the above).
The EU launch of Threads has been delayed by evolving EU data privacy regulations, which, due to the timing of the implementation of these new rules, has put additional development burden on the Threads team to ensure compliance with the new parameters. Amid the initial Threads launch, Instagram (and Threads) chief Adam Mosseri said that it could take “many months” for Threads to reach EU users due to these additional complications.
But we have since seen indicators that Threads is coming.
Last month, The Wall Street Journal reported that Meta had an established plan to launch Threads to EU users in December, while app researchers have found various references to an upcoming “Threads EU Launch” in the app’s code.

Given the various strands of evidence, it does indeed seem likely that European users will get access to the app next week. And again, with social media usage increasing during the holiday break, that would also provide the best opportunity for Meta to capitalize on its opportunities.
Which are seemingly on the rise. As more people turn away from Elon Musk’s X project, largely due to Musk’s own divisive commentary, they’re seeking a real-time social alternative, and for many Threads is already filling that void.
That’s especially true for journalists, a common target of Musk’s attacks, who are now establishing new networks within the Threads ecosphere. And while live sports engagement remains high on X, Threads is also making a push to win over more sports communities, even placing ads courtside during the new NBA in-season tournament showcase in Las Vegas.

That’s seemingly prompting more sports fans to post in the app, which will expand again with the arrival of potentially millions more users in the EU region.
So how many more users can Threads expect to gain as a result of its European expansion?
Based on Meta’s EU disclosure data on active users, Instagram currently serves some 259 million monthly active users in Europe.
Instagram’s total, official user count is 1 billion MAU, while Threads now has over 100 million monthly users. So presumably, around a tenth of active IG users are also signing up to the app, which would mean that, at a rough estimate, we’re set to see around 25.9 million new Threads users incoming, if/when Threads is launched in the EU region.
Which is probably not as many as you might expect, but this is based on rough estimates, as Instagram reportedly has more than a billion actives now, and we don’t know the exact, current user counts of either app.
But either way, it will expand the conversation in the app, and enable more people to take part, which has its own expanded benefits. And with around 60 million X users also in the region, that could see a number of them looking to make the switch.
Which is the real aim here. Meta has created Threads as the X alternative, aiming to scoop up former Twitter cast-offs who are unhappy with Elon’s changes at the app. In order to do that, Threads needs to be available in all regions where X users may be looking to jump ship, so its EU expansion is another critical step in this respect.
It’ll be interesting to see what Threads user numbers rise to over the holiday period, and whether it can indeed become a genuine rival for X in total active engagement.
We’ll keep you updated on any official announcement on the Threads EU launch.
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