According to a new study from content marketing platform CrowdRiff, which examined more than 500 Facebook ads from 50 state DMOs in America, just 5% of DMOs incorporate user-generated content into their Facebook ads compared to 94% that exclusively use commissioned or stock visuals. “Most state DMOs are advertising using traditional, professional imagery of people and landscapes,” says Amrita Gurney, vice president of marketing at CrowdRiff. “We found this particularly interesting because studies show that today’s travelers are highly influenced by authentic imagery taken by their peers; people who reflect their diverse backgrounds and interest. User-generated content has been shown to dramatically increase ad conversions, but so few state DMOs are using it.” Get the full story at PhocusWire Read also "The new digital KPIs for destination marketers"