Cloudinary Blog

New Global Study Strengthens Case for Brands to Support User-Generated Content

Global Study Strengthens Case for Brands to Support UGC

In our increasingly networked world, the content users generate on companies’ websites—from reviews to pictures to home videos—are skyrocketing in both popularity and influence. Such content frequently and indirectly promotes products and services for the brands concerned, lending more credibility than conventional advertisements.

However, along with the benefits of user-generated content (UGC), comes myriad technical challenges. Content must be moderated to avoid compromising your brand. You need to provide a user-friendly process to efficiently manage content uploads. You need to transform images and videos to ensure brand consistency and web performance. You also need to ensure they look presentable across all devices and browser environments. To help brands address these issues and more, we recently ran a three-part blog series on UGC.

To give our community even more context to the UGC conversation, today, we are publishing the results of our Global 2020 Cloudinary UGC Study, with findings revealing that:

  • UGC is on the rise: 58 percent of respondents are generating more content, including video and written reviews, compared to last year
  • Younger generations communicate visually: one third of users have started sharing photos with their reviews; 70 percent of Gen Z and 78 percent of Millennials find photos and videos especially helpful in making purchasing decisions
  • UGC doesn’t just affect e-commerce: people are turning to user-submitted photos and videos to see how restaurants, shops and health care centers are set up, especially in the time of COVID-19

Cloudinary is here to help you overcome the technical issues so your brand can gain maximum value from the UGC revolution. Check out all of our resources below or contact us for more information.

  • UGC Infographic: See the survey infographic
  • UGC Webinar: Register to join Cloudinary and Power Reviews for the Adweek webinar, “Drive Engagement With User-Generated Content” on December 15 at 1:00 p.m. ET
  • E-commerce Guide: Learn how retailers can benefit from UGC and get the Cloudinary e-commerce guide
  • UGC Whitepaper: Take a deeper look and explore the power of UGC and the tech needed to support it.

Recent Blog Posts

Get Your Media Moving Faster with Cloudinary’s Media Optimizer

So, your boss comes to you in a panic: he's just heard about Google's Core Web Vitals initiative and needs you to optimize the company website right now! "No problem," you say, hiding your fear that it's not something that can be done overnight. Just taking the first metric, Largest Contentful Paint (LCP), how can you possibly identify all the large elements - most likely images or video posters - of the many hundreds of pages that make up your site? There are already thousands of high-resolution (read massive) media files stored away, which marketing could use any time. How are you going to make sure they're all compressed to a size small enough to be delivered within the threshold? Not to mention all the new images and videos that will be created over time...

Read more
How to Tap Into the Value of User-Generated Content (UGC)

User-generated content (UGC) took off with, first of all, the advent of the internet and, subsequently, social networks. Everyday consumers were given keys to the kingdom, so to speak, so that they, too, could compose and post content, simultaneously engaging with others online. Twitter, Facebook, Instagram, Snapchat, TikTok—the networks through which we can create and publish content have grown exponentially, and brands are becoming aware of the benefits of tapping into the gold mines offered by those networks.

Read more
Identifying Countries by IP Address in Columnar Databases Through SQL

Cloudinary reaps a myriad of open web traffic, from ad networks to e-commerce sites. Our Data Science team is dedicated to analyzing the data for use internally and externally.

A glance at any General Data Protection Regulation (GDPR) article would reveal that—unlike Android device IDs (AID), through which users can reset their web address—keeping user identifiers, such as Internal Protocol (IP) and Media Access Control (MAC) addresses, as well as International Mobile Equipment Identity (IMEI), violates privacy. As a solution, you can discard all privacy identifications or make them visible to users for reset.

Read more
Digital-First Asset Management Explained

As the world changes, so does technology. I don’t need to name more than a handful of antiquated technologies before you nod in agreement: floppy disks, Walkmans, phone booths, VHS tapes, each of which have been phased out or rendered useless by new solutions that meet the same need but much more effectively.

Read more
How to Build Workflows With Cloudinary’s MediaFlows

Many of you who work with the Cloudinary platform have a media-associated workflow for moderation of images, dispatch of notifications with certain data or headers, implementation of activities through add-ons, etc. For most of those cases, Cloudinary would suggest that you take advantage of our webhook notifications and build the workflow with an infrastructure like AWS Lambda. This post describes how to do that with Cloudinary’s MediaFlows a beta product that helps tackle management and operational tasks related to visual media.

Read more