User Generated Content: It's Power in Marketing & eCommerce

Episode notes

Summary Cohley is a software platform that helps consumer brands generate content, including photos, videos, and product reviews. It focuses on creating content that fosters connection and trust between brands and consumers throughout the consumer journey. Cohley facilitates the relationship between brands and creators, allowing brands to tap into a network of over 100,000 creators. The platform also integrates with various channels and provides tools for brands to communicate directly with creators and approve assets. Cohley's business model involves a base license fee for using the platform and incremental spend directly to the creator. The platform secures content rights in perpetuity for brands, addressing a pain point in the market. UGC and influencer marketing are related but distinct concepts. UGC refers to content created by ordinary people, while influencer marketing involves leveraging the influence of individuals with large followings. The shift towards UGC and influencer marketing is driven by the need for scalable, high-quality content that resonates with consumers and builds trust.

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