As brands increase investment in experiential marketing, in-person activations are becoming a growing source of creator-driven content and audience engagement. More than 74% of Fortune 1000 marketers plan to raise event budgets, while consumer demand for creator-led experiences continues to expand, according to recent data.
These events often generate large volumes of user-generated content (UGC), offering brands a potential pipeline for paid and organic distribution. However, much of that content is lost shortly after publication when capture systems, rights management, and post-event workflows are not in place.
This gap has created an operational challenge for marketing teams: how to systematically capture, organize, and repurpose event-driven UGC at scale.
To examine how practitioners are addressing this, we collected insights from 22 experts across agencies, platforms, and talent organizations.
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