Think of today’s most popular sites – Facebook, Twitter, YouTube – they’re all run on user-generated content. It’s more than just a catch-phrase. It’s how web-based companies are attracting users. And making money.
Net firms aside, even established retailers and media brands are turning to user-generated content to rally old fans and garner new ones. Last month, national discount retailer Stein Mart announced it was seeking real-life shoppers for a fall campaign. Over 250 women entered their short videos via Stein Mart’s Facebook page, hoping to win a spot. Also last month, Oprah fans entered a video contest to have their own show produced on the Oprah Winfrey Network starting in January. And currently, Michigan State University is collecting stories from their nearly 500,000 alumni, faculty, staff and students around the world.
Are user-generated videos a good way to promote your business or non-profit, or communicate a campaign message? In an age when everyone expects their 15 minutes of fame, people are willing to participate, and it could be a good way to draw attention to a new product launch, or, correctly targeted, to make an appeal during a capital campaign.
As for whether user-generated content is here to stay, the jury is still out. Critics say that Twitter still isn’t turning a profit. Admirers will argue that the critics are short-sighted, and that it takes time for every new technology to be fully monetized. But if Oprah’s doing it, our guess is yes.
