For far too long advertising agencies have been total control freaks about the content that gets publish or distributed. And for good reason. Because up until recently “everyday people” haven’t had the tools or information available to them to necessarily create any ads or other user generated content.
This has changed.
Thanks to sites like YouTube, Facebook, and many different blogging sites people all over the world can create many types of content and upload them on the internet. Now anyone who has an idea and a camera can make a 30 second commercial and I believe that more brands should take advantage of this.
People are not stupid, and they know when you are trying to advertise or market to them, so why not let them in on the secret. Why not let people, yeah real people, help direct the image of the brand.
This is not to say that i think ad men should stay out of the conversation completely. However, our job is changing radically.
Instead of picking a good example of user generated content for marketing on Facebook, I picked one brand (out of MANY) that SHOULD be using UGC to drive their online advertising and marketing world.
This ad, that was created by a fan of apple when the iPod Touch was released, is pretty great in my opinion. I do not know the inner workings of Apple, or how their advertising department works, but I think that they should use the creative nature of their users to their ADvantange.
UGC is probably best for brands that are already well known. Take, for example, Doritos recent success with user generated ads. Products like Doritos and M&Ms and Coca Cola haven’t really changed much over the years. Even when they do change, people have a good idea of the product already. So since ad people can’t really bring too many mind blowing ideas to the conversation, they should sit back and let consumers drive the conversation.
Beer brands, or any alcohol for that matter, is another type of product that would really get consumers involved. People know their feelings on alcohol and would probably create really funny and interesting UGC.
It is sad that so many brands have not taken advantage of their consumers. Ad agencies shouldn’t be scared. I’m not, and I’m paying lots of money for a degree in that field. I’m excited to work with consumers on a personal level and get their input. That way we all win. I do not think that anytime soon ALL ads will be user generated. But I do think that my role in a future agency or ad department will morph into a communicator and guide for consumers, while still using my creativity and ad sense.
Because what it all really boils down to is getting the consumer involved. That is what advertising has always been about. It is only the way in which we get them involved that is changing.
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