[Note: this is an excerpt from Neil's article in iMedia Connection. Click through to read the whole piece.]
What’s New in UGC
Broader definition of content. Brands are looking at the channel more and more as an alternative method of getting not only TV commercials, but also 15-second online spots, one- to two-minute webisodes and any other kind of online content.
The rise of support structures. Third parties have emerged and can serve as a trusted partner to help connect brands and agencies with talented, qualified pools of creators to best fit the needs of the campaign. This can reduce UGC “waste” — video submissions that are not appropriate to the brand messaging or the constraints of the campaign.
The birth of “prosumer” communities. Consumers like UGC and are getting better and better at creating content. Videography is a vastly growing hobby. Editing and filming equipment and software have vastly improved and enabled many more creative people to participate. Extraordinary talent is emerging in unexpected places across the country. In addition, more sites have come to the scene devoted to ad creation (e.g., vidopp.com), and online video watching continues to grow in popularity.
Increased disenchantment with conventional marketing. Consumers are even more skeptical of traditional advertising and are looking for “authentic” content via word of mouth and UGC. In fact, a recent Nielsen Media Research survey indicates that 78 percent of consumers place the most confidence in recommendations from other consumers over any form of traditional advertising.
[tags]xlntads, video, advertising, ugc, cga, trends, imedia[/tags]
