The New Era of User-Generated Content (UGC)

There is a new style of content that has been flying under the radar the last few years, showing up not only on our social media feeds but also filtering through on what we’re seeing on e-commerce stores.

I first started seeing this theme with Spanish retailer Zara, the very same influencers who I followed along on Instagram, the likes of @endlesslyloveclub and @majawyh were now surprisingly on the e-commerce site, modelling items available to purchase. An unusual marketing play that I had never seen before.

The content looked exactly what I was used to seeing on Instagram and exactly the reason I had begun following them in the first place. Effortlessly well-dressed with cool girl styling, shot with interesting angles and perspectives, it fell very natively amongst Zara’s online storefront yet and at the same time, was exactly the type of content I am used to (and expect) seeing from them.