Success of UGC videos: Users want to hear from users

At The CMO Club Summit in San Francisco, I spoke with Ted Rubin, CMO of e.l.f. Cosmetics. Rubin said e.l.f. has had enormous success with users generating videos about their product. No matter how hard his team tries, they can never create videos that garner as much attention as the community. Rubin said that has everything to do with users wanting to hear from users.