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 influencer marketing and the luxury industry, and is also tasked with the brand’s social media presence. Alongside her daily reportage, she produces and edits video content for Campaign’s digital platforms — including Reels, interviews, and behind-the-scenes features. She specialises in capturing how brands build emotional connections with their audiences by prioritising relevance and authenticity through co-creation and storytelling.