Olivia Dello Buono

Olivia Dello Buono
A Retailer's Guide to User-Generated Content

UGC is a low-investment, high-impact way to generate social conversation between a brand and its fans. It also has advantages over traditional marketing avenues. Reports show that millennials, the demographic that holds the most purchasing power, are 50 percent more likely to trust reviews from their peers than they are from any other form of media.