Apple has had consistent success among consumers, with a particularly high affinity among millennials. In 2016 they were ranked the No. 1 millennial brand, according to a study conducted by Moosylvania. Apple is also the most valuable brand in the world, worth an estimated $154.1 billion.
User-generated content (UGC) is one powerful element of Apple’s content strategy that has contributed to their intense brand loyalty. It can be highly influential and valuable for your brand if you — like Apple has done — use it to craft curated content packages that draw consumers into personal narratives and emotional moments.
Apple has used other people’s stories to tell their own in a subtle and authentic way, and by taking their consumers’ UGC and using it as part of their brand story, they’ve shown how Apple products are an integral part of so many people’s lives. Using UGC can make consumers feel like they’re part of a wider, more valuable statement on their lifestyle choice for a few different reasons: