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The most important lesson from user-generated content: authenticity. Again, UGC works well when it is a genuine, organic discussion of a product or service, rather than a paid-for ad placement. Oftentimes, that’s in the form of a social post showcasing a product in action. Warby Parker’s well-known campaign, encouraging users to show off their eyeglass options with the hashtag #warbyhometryon, was a great example of this, generating tens of thousands of organic social posts from real-life customers.
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