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22 July 2020
The almost unlimited potential. The raw power. The smashing together of basic building blocks to make something extraordinary happen. And of course – the rather long wait for it to finally come of age…
No, I’m not talking about fusing atoms, I’m talking about user-generated content!
Whilst fusion power has been a decade away since the 50s – user-generated content, and by extension user-generated video, was supposed to the big thing in 2015, 16, 17, 19, & 20. (In 2018 it was supposed to be employee-generated content) But somehow, although it’s been used really effectively by some massive brands, it’s often failed to deliver on its potential.
It’s a good question! If it’s so damn good for your brand, for your viewer engagement, and your message coherence, why on earth are we still waiting for it to actually live up to the hype? What’s been holding it back?
Here are some of the challenges for makers of user-generated content:
It’s no coincidence that it’s been big brands that have used it most effectively – they have an engaged and enthusiastic audience. For smaller, less cool brands, the lack of consumer participation can be a bit of a disappointing shock. You can dangle a carrot to help participation and offer a perk or freebie to prime the pump and get things rolling, but if somethings even slightly difficult to do, people will not do it.
It was this list of problems that Captain set out to solve – and I think we’re doing a pretty good job.
You can now plan, direct and gather authentic video content from anyone, anywhere with the Captain app.
And we’ve got loads of new stuff in the pipeline to make it even easier.
Will user-generated content finally come of age? Or will the clever chaps building Tokomak’s beat us to the punch?
User-generated content should be incredibly powerful – it might not harness the chemistry and physics of the sun, but it might in some small way help shape the world into a better place.
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