The rapid rise of user-generated content and brands' TikTok challenge

User-generated content has upended the rules of traditional communication

The rapid rise and immense potential of user-generated content is indisputable. But what does it mean for brands and marketers? Is it over-hyped as would seem from last year’s episode when an Instagram influencer with over 2 million followers failed to sell 36 T-shirts? Alternatively, what exactly is the potential since brands — from an FMCG major like ITC to entertainment platforms Shemaroo and Eros — seem to be reposing great faith on influencers?
 

The story will still take some time to unfold completely and advertising through user-generated content may still be too raw to give celebrity endorsements a run