Nano-Influencers, Viral Trends and Superfans: Marketers Explain the New Face of UGC

User-generated content isn’t the same as influencer marketing anymore.

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When Nathan Apodaca recorded himself for TikTok skateboarding to work one day singing along to Fleetwood Mac’s megahit Dreams, he didn’t know he would impact the brand identity of Ocean Spray, the beverage he chose to hold on his ride. The video was so viral that not only did OceanSpray incorporate it into its marketing, it became part of TikTok’s pitch to advertisers at the 2020 Digital Content NewFronts.

Moments like these are becoming the new face of user-generated content (UGC), an amorphous term that has been around since the advent of social media.



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