User Generated Content

elysium design utopia

When brands utilise fan made, or user generated content, it becomes the advertising equivalent of citizen journalism.  It promotes the idea of participatory culture, while also adding to the narrative of the brand identity, and creating a community of collective understanding, collective intelligence, and collective passion (or brand tribes) around the brand organisation.

Bruns (2007) outlines characteristics of produsage with these 4 main points:

  • Moving away from dedicated individuals/teams, towards broader generation and distribution via participants;
  • Produsers move between the roles of leader; participant; and content user;
  • The generated content isn’t necessarily a finalised product, but something which can still develop;
  • Deliberate blind eye turned from copyright, in order to build upon existing works for further engagement.

A great example of a brand utilising user generated content to tell a targeted narrative are the hashtags UOW promotes to highlight student culture: #ExperienceUOW (1 | 2

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One thought on “User Generated Content

  1. User generated is a great way for brands to advertise their product. UGC shows a potential customer first hand of a how a product will be used in real life and what the actual results of this product are. Customers are much more likely to trust another customer than a brand.

    Here is an article about why UGC works so well, http://www.dmnews.com/direct-line-blog/10-stats-that-show-why-user-generated-content-works/article/444872/

    Liked by 1 person

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