User Generated Content

A lot of web content models have been based on seemingly infinite supplies of user generated content (UGC). While I'm sure that seems like a good idea in the abstract conference room environment, one only has to spend a few minutes surfing through YouTube to realize that the gems in this morass of mind-numbingly bad material are few and far between.

Which is why I created Vibert's First Law of Cheap Technology:

"Just because the technology for creating something suddenly got cheaper doesn't mean everyone will be good at using it."

It reminds me of the time in the late '80s when page layout apps suddenly became common. Every CEO thought about firing their ad agency and having their secretaries create the ads (remember secretaries?). After a few weeks they found that most of their secretaries weren't very good at creating ads, even though they had the software.

It turns out that there is more to creating compelling video content than having a DV camera and an editing application. Some will be lucky enough to be holding a video camera when, for example, their best friend decides to launch a bottle rocket from his ass, creating an instant YouTube hit. But, scorched colon aside, how often is that going to happen? Multiply it by a few hundred million users and you'll get more, of course, but after awhile it all begins to look like "America's Funniest Home Videos... Uncensored!" You can only take so many 20 second clips like this before boredom and ennui set in.

So what differentiates UGC from other, more sophisticated kinds of web content? The same thing that differentiates Uncle Fred's home movies from what you see at the cineplex:

Professionalism.

What does that mean? Working to a consistently high standard, both in terms of concepts and execution. Being able to do these things on an established timeline, within an established budget.

As the web audience continues to grow more enlightened and seeks superior content, the need for material designed for the unique requirements of the web audience will steadily increase. The challenge for anyone hoping to make money at this will be to create this quality content without spending the kind of money that Hollywood and Madison Avenue do.

The good news is that advertisers and sponsors are starting to realize that associating themselves with superior content means they will attract more viewers - and that makes good business sense.

More about that in upcoming posts.