"“Unscripted, off-the-cuff content we created blew the direct-response-style content away in all of our metrics. Testimonials [also] always do well and continue to perform in simple static ads with real people.”"

"After more than a decade of pouring money into partnerships with big-name influencers, marketers are increasingly wagering on less-expensive deals with amateur creators, blanketing the internet with relatable, authentic-feeling content that’s optimized for conversion."

"Conceived in early 2021 during the COVID-19 pandemic, UGC provided the campaign with a practical solution for generating photo and video assets—and despite the format’s relative lack of contrived styling and professional polish, its authenticity and relatability attracted off-the-charts engagement."

"“What we realized is the more ‘produced’ we are, the more disconnected you get from that passionate consumer,”"

"Pursuing content, and not a follower count, means that oftentimes deals can be done via barter with smaller creators."

"And part of the appeal of user-generated content is how attainable it makes a product or experience seem"

"“Conversion isn’t necessarily always coming from one individual,” she says. “It’s multiple individuals saturating a certain place or product; it’s drumming the pavement, so people see it in their feeds constantly.”"