User-generated Content: Lessons from Spotify
From Wikipedia to Facebook to the modern blogging platforms, user-generated content has remained a key player in their growth. Increasing number of people have been contributing to the web in the forms such as text, videos, audio etc.
Marketing Land columnist Jason Warnock has shared the success story of Spotify in connection with the user-grnerated content. Warnock talks about what the brands learn from Spotify’s UGC-based campaigns and incorporate them.
Warnock says, “User-generated content is a top priority for more than a third of marketers this year. Yes Lifecycle Marketing (my employer) research shows that while 38 percent of brands currently use UGC in their marketing strategies, another 38 percent are interested in adding it to the mix this calendar year.
But despite the renewed emphasis on user-generated content, Spotify is one of the only brands that has pulled off a memorable UGC campaign so far this year. As a follow-up to last year’s “Thanks, 2016. It’s been weird” campaign, the music streaming service rolled out a new campaign that takes a lighthearted look at the bizarre playlists created by users”.
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