Between the Pros and UGC, the Pros Win Hands Down
Have we marketers made more of the user-generated content trend that we should? Has it been over-hyped?
Nearly two-thirds of consumers surveyed who watch video on their computers, mobile devices or digital media players are watching professionally-produced TV programming, according to ChoiceStream’s “2007 Survey of Viewer Trends in TV & Online Video,” conducted by MarketTools. And the amount of professionally-produced content is on the rise.
I think this trend reflects that fact that more pro content is going online and that users are changing their viewing habits to screens other than television, as opposed to the thought that user-generated content becoming less palatable.
That being said, consumers are less tolerant of amateur videos that include ad content. A Harris poll of YouTube users said 73% would visit the site less if a short commercial accompanied every video clip.
Of course, there is the trend of companies encouraging brand advocates to create commercials. Sort of a UGC meets the pros mashup. You recall DORITOS consumers being invited to create a do-it-yourself spot, one of which was to be shown during the Super Bowl.
Frito-Lay intended to pick one winner, but enjoyed the finalist entries enough to run two during the game. Oh, and no (zero, zilch, nada) ad agencies were hired to run the campaign. (How did Crispin, Porter + Bogusky miss out on that one?)
The small camera revolution will continue to give way to user-generated content being posted on YouTube and other such sites no matter how banal, so no worries there. As the shift toward online marketing continues, so will the pros.
Filed under: Advertising, Marketing Trends
[...] Original post by Paul [...]
I think you’re absolutely right. Once you get to a certain quality of content creation, you really can’t claim the banner of amateur any longer. There are some quality homemade ads out there, but I’d venture a guess that most of their creators have some sort of access to decent equipment and a level of skill beforehand.
Paul, I think you’re right with respect that people will continue to produce content regardless. I also think you’ll see an increase in quality of production on certain occasions where a brand is involved. An example is Tay Zonday’s Chocolate Rain video on Youtube compared to the Dr. Pepper sponsored version of Tay’s Cherry Chocolate Rain.