Industry Update
External Article24 August 2018

User-generated content not top of mind for DMOs on Facebook

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State destination marketing organizations in the United States are slow to adopt user-generated content in their Facebook advertising, with the majority relying on stock imagery in posts.

According to a new study from content marketing platform CrowdRiff, which examined more than 500 Facebook ads from 50 state DMOs in America, just 5% of DMOs incorporate user-generated content into their Facebook ads compared to 94% that exclusively use commissioned or stock visuals.

"Most state DMOs are advertising using traditional, professional imagery of people and landscapes," says Amrita Gurney, vice president of marketing at CrowdRiff.

Read the full article at Phocuswright, Inc.