KOLKATA: Indian advertisers can use social media as a content generator besides utilising it as a new marketing medium, says an expert.

"Millions of people all over the world are sharing videos and pictures every day on a number of social media platforms. You can filter out the type of content you need and then license it for use in the marketing of your product," American digital media trainer Mandy Jenkins said during a recent visit to the city.

She said that although the concept is new but is fast catching up in Western countries and India can also learn from their experiences.

Social media agency Storyful, where she works, has pioneered rights acquisition for such type of user generated content.

Giving an example she said if someone posts a video of a dog playing a piano, it can be used by some brand.

"We use advanced technology to find such amazing pictures, videos, tweets and posts that brands and advertisers can quickly turn to their advantage. Our editors select the best of the content, verify it to determine originality and then contact the user to get it license. It is beneficial for both," Jenkins said.

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