UGC is Dead. Now What Are Brand Partners to Do?

Paid content and partnerships are here to stay

Fenty is a good example of creating long-term partnerships a la TikTok. Fenty Beauty

User-generated content (UGC) has long been the go-to creative solve for brands looking for free social assets. But as the creator economy evolves and even casual fans start to know their worth, the days of cheap brand UGC are over. UGC is dead, and paid content will replace it.

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@Jrudis Jessica Rudis is digital director at The Walt Disney Company.