MORE THAN HALF OF MARKETERS HAVE NO CLEAR READ ON UGC CREATOR ROI

Summary from the TLDR Marketing newsletter

57% of marketers have no clear understanding of whether UGC creator spending delivers positive returns, with 38% not measuring creator costs against acquisition economics. Nearly half of teams allocate less than 5% of ad spend to UGC. Instagram and TikTok are the top creator sourcing channels at 74%. Authenticity is the top creator selection criterion, with 96% prioritizing creators who are authentic on camera.