posted on Nov. 28, 2024 at 4:03 pm

UGC is chess, not checkers

posted on Nov. 28, 2024 at 4:03 pm

"One of the greatest benefits of UGC is its ability to bring out the drama, humour, and raw personality that traditional content can lack," says MKV Digital’s Asiya Ali

MKV Digital’s Asiya Ali explains why brands must rethink their digital strategies.

In a world where digital content bombards us at every turn and attention spans are shorter than ever, brands and agencies must rethink how they approach user-generated content (UGC). Through my career, I have seen the entire spectrum of what brands expect from campaigns.

UGC, which includes authentic content created by customers and fans – often spontaneously –offers brands a unique and valuable lens into real, unscripted experiences with their products. But to truly leverage UGC, brands must view content as king.

It is a long-term

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the authorHiba Faisal

Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on sports marketing, the luxury industry, social media trends and influencer marketing. She specialises in exclusive features that bring industry leaders together to offer insights on the latest trends and pressing topics, highlighting how brands and agencies build emotional connections through relevance, authenticity and storytelling. Alongside her daily reportage, she is tasked with the brand’s social media presence, which includes producing and editing reels, interviews and behind-the-scenes footage for Campaign’s digital platforms.