L2 and Demandware’s Intelligence Report: Content & Commerce finds that marketing managers in different regions prioritize the importance of user-generated content and traditional advertising differently. Forty-nine percent of US marketers believe ads are the most effective type of marketing vs. just 19% in Japan and 29% in South Korea. South Korean marketing managers give the most importance to user-generated content; 37% rate UGC as the most effective type of advertising.

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A handful of brands – especially in the Beauty category where consumers are more eager to generate content – have made UGC central to their Asian campaigns. For example, Benefit Beauty frequently uses user photos in its campaign launches, and 19% of Beauty brands in Asia incorporate UGC in their product pages.

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