• by Jess Nelson , May 5, 2016

Adobe announced the acquisition of San Francisco-based Livefyre on Tuesday, boosting its Adobe Marketing Cloud services with the audience-engagement solution. 

Adobe intends to integrate Livefyre into Adobe Experience Manager, the enterprise content management system available in Adobe Marketing Cloud. The financial terms of the Livefyre deal were not disclosed.

With the integration, Adobe marketers will gain the ability to collect and publish user-generated content (UGC) from within their own marketing channels, including Twitter, Facebook and Instagram.

“With this acquisition our customers will be able to unify the best social media content with branded experiences created in Adobe Creative Cloud and community-driven content in Adobe Behance and Adobe Stock,” states Aseem Chandra, vice president of Adobe Experience Manager and Adobe Target.  

Livefyre empowers marketers to stream real-time user-generated content across any marketing channel within its digital ecosystem, including Web sites, television, email marketing and mobile applications.

User-generated content provides marketers with a number of benefits and opportunities, says Katherine Hays, founder and CEO of Vivoom, in a conversation with Email Marketing Daily. Vivoom provides a marketing automation platform for brands to collect and publish user-generated content.

User-generated content can save marketers the time and resources otherwise spend designing original content, says Hays. It can also benefit the customer experience by creating an environment where customers feel like their engagement actually matters to their favorite brands. 

From a brand perspective, however, marketers need to ensure a certain level of brand quality and decorum amongst the user-generated content.

“You want to be able to pull down the bad instantly and celebrate the good,” says Hays.