social media on Journal Marketing

UGC marketing: definition and uses

Wed, 02 Sep 2026 00:00:00 +0000

UGC marketing, or user generated content marketing, means integrating into a brand’s strategy the content (reviews, photos, videos, testimonials) that customers produce spontaneously rather than the brand’s own teams. This approach has become established on social media as a counterweight to traditional advertising formats, as audiences pay closer attention to where a piece of content comes from than to its production quality.

TikTok Algorithm: How It Works in 2026

Mon, 24 Aug 2026 00:00:00 +0000

The TikTok algorithm does not work like other social platforms: it does not rank videos based on the popularity of the account that posts them, but on how real users behave in front of each piece of content, evaluated individually. Understanding this logic has become essential for any brand or creator seeking visibility on the platform, since the distribution rules differ sharply from those of Instagram or LinkedIn.

Influencer Law in France: What It Requires

Thu, 13 Aug 2026 00:00:00 +0000

In short:

The law of June 9, 2023 regulates commercial influence activity and requires a written contract above 1,000 euros excluding tax per year.

It requires content to clearly disclose its advertising nature and bans the promotion of certain risky products.

It was refined by an update in November 2024, with a deadline of January 1, 2026 for mandatory contracts.

The influencer law refers to the text of June 9, 2023 that regulates, for the first time in France, commercial influence activity carried out electronically. It sets transparency rules, requires a written contract above a certain amount, and bans the promotion of certain products or practices deemed risky for consumers. This text applies to content creators as well as to brands and agencies that organize influencer campaigns.