In today’s social media-driven economy, the word content has never held more weight and currency. Consumers can’t get enough — the average digital content consumption is now six hours and 59 minutes per day, and that number is only going to continue to grow. So how can brands and retailers possibly keep up and continue to produce the amount of fresh content that their shoppers desire?
The answer is simple: they need to focus on their content supply chain and to put their customers to work for them. With incredibly high-quality phone cameras and editing apps available to everyday people, now user-generated content (UGC) and brand-created content really don’t have too much of a difference in quality.
