swsh reposted this
We processed 6 million photos and videos in 2025, worked with Rolling Loud, NYSE, The HEINEKEN Company, etc., but yesterday a single fan album changed how I see event marketing forever. I was reviewing our year-end data when I noticed something that stopped me cold. 6 million photos. From festivals, concerts, tours, sports events worldwide. But it wasn't the volume that hit me. It was what those photos represent. Every single one is a fan saying: "This moment mattered to me." Here's what changed my perspective: We keep treating UGC like it's optional. A "nice to have" for forward-thinking brands. Something to test when there's extra budget. But look at any major event today. The most shared content isn't coming from the official channels. It's coming from the crowd. What our 2025 data taught us: The events crushing it aren't the ones with the biggest production budgets. They're the ones who understood this shift first. When fans see their own photos in an event's official album, something fundamental changes. They stop being attendees. They become part of the story. Think about your last event. How many incredible moments happened that you never captured? How many fans took photos you'll never see? How many stories died in camera rolls? That's not just lost content. It's lost connection. The question isn't "Should we collect UGC?" anymore. That's like asking if you should have a website in 2025. The question is: "How fast can we capture every single moment our fans are already creating?" Because while event marketers debate tactics, fans are already documenting everything. They're already creating. They're already sharing. You just need to collect it. If you're ready for the future with swsh, DM me.