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Storylines Live Episode 1: Maximizing the Value of User-Generated Content with Jason Falls

In the ever-evolving world of digital marketing – where everyone has a “brand” and people are constantly searching for new ways to market themselves as “influencers” – the role of user-generated content (UGC) becomes more important every day. 

In the first episode of the Storylines Live Podcast, Paul Furiga chatted with Jason Falls, a renowned digital strategist and expert on what he prefers to call “influence marketing.” Jason shared valuable insights on how brands can maximize the value of UGC and enhance their storytelling to connect with audiences.  

Here are some key insights from the episode:  

Repurposing UGC for maximum impact 

Jason stresses the need for brands to go beyond the confines of a single platform to develop their influence. Instead of allowing content to disappear after a moment, he suggests repurposing it across various channels. For instance, a podcast episode can be transformed into a blog post, a video snippet, or even an ad campaign. By repackaging UGC, brands can extend its lifespan and reach a wider audience, maximizing the content’s value.  

Harnessing authentic user stories 

One of the key advantages of UGC is its authenticity. Jason says this power comes from real people sharing their experiences and problem-solving through their content. By curating snippets of Instagram stories or other user-generated content, he says brands can create compelling narratives that resonate with their target audiences. These stories, when stitched together, form a powerful storyline that can be used in ad campaigns. Leveraging authentic user stories not only enhances the credibility of the content but also increases its performance.  

Redefining “influencer” marketing 

Falls challenges the traditional notion of influencer marketing, shifting the focus from influencers to the audience. He believes that the goal of “influence marketing” – a term he’s coined and uses frequently in his work – should be to inspire action among the target audience, rather than solely relying on celebrity endorsements. By broadening the perspective of influence marketing, brands can explore new avenues to connect with their audience and drive meaningful engagement. In his view, the authentic content shared by the actual user of a product or brand – even if they don’t have millions of followers – may mean more to other potential customers than the “endorsement” of a celebrity with millions of followers. Jason’s focus on influence marketing encourages brands to prioritize the impact on the audience rather than the influencer's follower count.  

More in the episode – including Pirates! 

These are just a few of the highlights from the episode. In addition to his expertise in social media, Jason is quite the storyteller himself. Take a listen to hear his very personal stories about baseball and one team that means a lot to him and his family. 

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