UGC and Audience Engagement: Keys, Contents, and Platforms

Abstract

The UGC (User-Generated Content) phenomenon is increasingly capturing users' attention. Generating professional content by amateurs is becoming easier from a production standpoint. Distributing this content across different platforms is simple, cost-effective, and helps brands gain value and legitimacy. There are many strategic keys to achieving engagement with the potential audience. This chapter analyses these keys while examining the relationships with platforms, the types of content, the types of users, and the reasons behind the failure of many strategies and initiatives. It also considers how platforms and devices influence the creation and sharing of UGC.