Brands are having to keep up with tech-savvy and hyper-informed consumers. Consumers who are always on, engaged and looking for authentic, appealing and personal relationships with brands. So, forget the photo-shopped and perfectly executed ads, this is the time for User Generated Content (UGC) to take centre stage.
This type of ‘real’ content allows consumers to be active participants in the brand’s community, rather than mere spectators. And this in turn builds brand trust and loyalty.
This modern ‘word-of-mouth’ marketing has grown phenomenally. A 2023 Entribe survey found a whopping 4/5th of consumers are more likely to trust a brand that shares UGC compared to 12% who are likely to purchase a product promoted by influencers. Short-form videos in particular are leading the field, with both marketers and consumers giving this dynamically real, cost-effective and engaging format the thumbs up.
No one understands this better than Scott Thwaites, one of this year’s Nedbank IMC international keynote speakers. Thwaites will take to the stage on the 19th of September to unpack his relevant topic ‘Redefining influence: The power of everyday content.’ Modern Marketing is a proud media partner of the event.
Based in Dubai, Thwaites is founder of EDC squared, an innovative organisation that is geared at unlocking the power of everyday content. With his vast experience gained at the forefront of TikTok and Twitter, Thwaites recognises the pressing need for brands to revolutionise their approach to audience engagement, especially in the short-form video ambit.
‘It’s a two way process: on the one hand we focus on giving everyday content creators the opportunity to connect with brands and get rewarded for great content. And on the other, we help brands build and nurture these relationships so they can harness the impact, authenticity and scale of this content,’ explained Thwaites.
Thwaites is one of five international marketing leaders presenting at Africa’s biggest marketing conference.
The Nedbank IMC will be held at the Focus Rooms, Modderfontein Johannesburg on the 19th of September 2024.
In-person tickets are sold out. Book your online ticket and join the in-person waiting list to upgrade if a space becomes available. Virtual tickets priced at R1499 (excl VAT).
NEDBANK IMC CONFERENCE
www.imcconference.com
