Start-up watch: We haven’t heard the term ‘user-generated content’ for a while, but Livefyre’s still using it and has just raised a handy $47 million in new funding, so maybe this start-up does know something about UGC. Adobe and Salesforce have chipped in with the company’s latest financing round, which Livefyre says signifies a “sudden shift in the priorities of marketers and publishers away from just posting content into social channels, and towards engaging audiences around their own content”.
Livefyre claims it's the only content marketing platform built for user-generated content – it acquired curation start-up Storify and has its very own Livefyre Studio platform, enabling clients to gather up UGC wherever it may be and then republish where they will.
According to Livefyre, newbie financiers Adobe and Salesforce are pretty busy developing their own ‘marketing clouds’ and view UGC as key part of that. “Unlike on social networks, brands can use their own sites to centralise all of the content and conversations around their brands and build their own custom experiences designed to drive specific behaviours,” says CEO Jordan Kretchmer.
“I believe UGC is the most undervalued asset in the marketing mix,” he adds.
The second coming is with us.