Very interesting article today on MediaPost (hat tip: @quickness ) covering Forrester Research’s report on Consumer Generated Video/Photo/Media contest, completely backing up what we have already learned through trial and error on the ground:
To generate more video submissions, Elliott suggests that marketers remove barriers to entry , and encourage users to create a viral impact. Marketers should also look beyond the number of entries received and focus on driving broader value — such as the total reach of the videos and their influence on marketers’ target audiences….
13% of users 18 to 24 report uploading online video monthly, compared to just 6% of all other online users. In other words, marketers targeting users older than 35, or those whose success will be primarily judged on the number of entries they receive, should consider running photo contests rather than video contests, according to Forrester. [Source: MediaPost.com - my emphasis]
The report goes on to highlight the importance of diversifying marketing efforts to increase participation as well as encouraging entrants to re-promote the video through their own social networking system.
Personally, the most important take-away here in my opinion is that UGV is not a silver bullet. While there have been several high profile success stories (and ultimately when dealing with clients it is always these very success stories that are pointed to as a desired outcome) these successes are often very particular in their goals and objectives, operate on a national or even international sphere and are supported and promoted via social networks independent of the original program.
Thinking that you can put up a UGV contest, promote it a few times a day on the local television station and generate vast numbers of entries is a recipe for an ulcer, especially if your contests is tied to the idea that a better video will up the chances of winning. In this later case, entrants will often work on their entries right up to the available deadline before submission, causing headaches for anyone trying to use existing entries to help solicit new entrants into the contest.
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