June 8, 2017 Last updated on February 18th, 2021
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Kleiner Perkins annual report on Internet Trends has landed and some of the figures are more than impressive. In this post, we’ve concentrated on the social aspect of the trends report, including:

  • UGC effectiveness
  • Facebook and Instagram
  • Influencer marketing

For the full 2017 Internet Trends report, click here.


Let’s start off by talking a little about this slide which in our opinion is arguably the most groundbreaking of the entire report.

Images created and shared by influencers and customers can be reused by brands to promote their products and add authenticity to their overall message. But who would have thought that this type of content would actually be able to generate 690% the engagement a regular piece of content can?

As we can see in the image above posted on @benandjerrys Instagram account, UGC generally means content that everyone can relate to, because the photos are taken from such a personal point of view. These are not professional snaps, they were not premeditated or thought out to “sell” – merely to share an experience with a much loved product.

What better marketing could you get?! If you’re lucky enough to have a bank of UGC, you can even use this incredible content for ad creation on Facebook or Instagram, and really win the hearts of your fans and potential customers!

Brands that love UGC

The report also gives us some examples of some really great brands making the most of UGC on Instagram right now! Here are some examples of content from the top five on this list:

Qatar Airways

Red Bull




Real-time, geolocated UGC

Facebook Stories and Instagram Stories allow brands to have access to their fans’ real-time UGC thanks to the use of geotags and geolocation options. This content can also be collected and reused by businesses, so it’s another great source of content to keep your eye on!

Don’t forget to check out the full report from Kleiner Perkins for more information on 2017’s Internet Trends. In the mean time, why not check out the existing UGC for your brand by exploring your brand hashtag on Instagram and Facebook! If you’re short of UGC and would like to start collecting for your content bank, think about hosting a contest on Instagram! And let us know how you got on!

Comment below with any remarks – we’ll happily get back to you!

About the author
Emily Marsh

Emily Marsh

Emily is an Inbound Marketer for Iconosquare, based in the Limoges office. She loves all things social and revels in keeping on top of the social media marketing game by writing for the blog. She’s also a bit obsessed with sushi and Netflix.

More posts by Emily Marsh

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