In celebration of this year’s World Digital Marketing Day, Global Media Alliance has put together a series of exciting events that are set to explore the evolving global marketing landscape, driven by the rise of digital platforms.
Recognizing the importance of a strong online presence and digital reputation in today’s marketplace, the first virtual event leading up to this year’s main celebration took place on October 25, 2024.
The virtual discussion on X centered around the theme “The Power of UGCs in Developing Brands and Storytelling” was hosted by Emmanuel Obuobi, also known as Delppy. The session featured creators and industry experts who unpacked the immense potential of user-generated content (UGC) in building brand trust, loyalty, and authenticity.
The session began with an introduction to the concept of UGC and its value in modern branding. Samuel Kwabena Ansong, a brand consultant, emphasized the role of UGC in engaging customers actively. “Encourage your customers to create content with your brand; it builds credibility and a sense of belonging,” he stated, advising brands to leverage UGC to establish genuine connections.
Digital creator Akosua Shirley highlighted the financial potential of UGC for creators, sharing, “UGC offers a unique opportunity for creators to monetize their work while connecting with brands.” She further added that UGC goes beyond just brand promotion, fostering loyalty and a feeling of exclusivity among audiences.
Senior Account Manager and content creator Abena Otopea focused on UGC’s effectiveness in building trust and authenticity, stating, “People are less likely to lie about brands unless they are officially affiliated, making UGC a powerful tool for honest endorsements.” She emphasized the importance of user-generated videos, noting that they engage audiences deeply and serve as authentic feedback channels.
Discussing strategies for brands to enhance trust, Samuel advised brands to “highlight real content and respect creators.” He suggested that different platforms require different approaches, with video content generally proving more impactful.
The panel also touched on challenges related to UGC, particularly the limited control brands have over how consumers use their products and hashtags. However, as Shirley put it, “When it comes to UGC, do not force customers; create an identity, and customers will naturally align with it.” Abena concluded by highlighting the need to showcase customer stories that reflect brand values, creating emotional connections that resonate with audiences.
The event was supported by Whoopro, IDMC Ghana, and Digital AdBoard, and powered by Global Media Alliance.
The next event in the Let’s Talk Digital series will be an in-person event scheduled for November 13, 2024. The upcoming event under the theme ‘The Art of Digital Storytelling’ promises even more interactive discussions and networking opportunities for attendees eager to explore the future of digital branding and storytelling.