Getting Consumers to Generate Quality Content

Advertisers want to capitalize on the consumer-generated media craze and create videos about their brand? Well, the first thing advertisers should know is that, despite the success of web sites such as YouTube, there are still many consumers that are reluctant to create, upload, and share video.

In a recent and highly successful campaign for the HBO show Entourage, MySpace.com was used to create the MyEntourage contest. Consumers were asked to create individual profiles centered around the show and then to create their own 'entourage' by inviting friends. The entries were original and entertaining, but they did not come flooding in. The project only produced about 400 entries.

The success of a campaign such as this is contingent upon the quality of submissions not the quantity. The quality of the consumer-generated content is what will gives it the momentum it needs to reach other consumers and actually promote the brand. Although only 400 profiles were created each profile had hundreds and in some cases thousands of friends.

Creating a truly successful campaign centered around consumer -generated media requires providing consumers with the right tools, motivation, and guidance. With these things in place you can compile enough quality content to fully extend the reach of the campaign.