T/K co-founder Dean Trevelino shared with Forbes Agency Council how empowering authentic user-generated content can help build brand community and reach target audiences.
“Traditional social media audiences remain enormous despite the numbers seeming to reflect a decline, so they cannot be abandoned. Part of the challenge today is around authenticity. Influencers too often lack authenticity for the brands they promote because they signed up as an ad spokesperson under the guise of influencer. Throw in an AI, and any notion of organic is lost at sea. Thereโs nothing new about UGC, but when itโs empowered, it can foster engagement and further UGC.”
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