Did you know that consumers find user-generated content almost ten times more impactful than scripted content marketing?

More memorable than other types of media, user-generated content (UGC) influences how we vote, how we choose new shows to watch, and even affects our sense of reality. With the amount of personal narrative-driven UGC we consume, it's worth asking, “Do we know who's creating the content we love on social media?” In Digital Storytelling: The Rise of User-Generated Content, marketing expert Karam Singh Sethi outlines three types of storytellers: The Nefarious Storyteller (criminals and sometimes politicians), The Socially-Conscious Storyteller (activists and entrepreneurs), and The Self-Infatuated Storyteller (reality TV stars and big brands), providing a structure in which to analyze content creators.

In this book you will learn:

How to become a more discerning social media userHow to break into the field of marketingWhat types of storytellers exist in business, politics, and popular cultureHow to tell authentic stories for personal life and business

The current state of the digital ecosystem has allowed for a unique opportunity. If we can better understand the current creator economy, we can become more conscious content consumers and empower creators that better align with our values.

Karam Singh Sethi

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