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Use Multistep Campaigns and User Generated Content

The next wave of the Web is going to be user generated content.

JOHN DOERR

There are several other campaign styles that many marketers are using very effectively on Instagram. Some are new to Instagram, and some are adaptations from strategies that have worked for decades. I refer to these as “multistep” campaigns because they involve multiple steps. Although the topic of user generated content, UGC, probably deserves its own chapter, and maybe its own book, I’ve included it here.

The reason a multistep campaign is so powerful is because it gives the marketer multiple opportunities to talk about ...

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