The User-Generated Content Myth

The User-Generated Content Myth - Publishing 2.0:

A whole mythology is emerging around the idea of “users” — consumers, fans, regular average folk — creating content that media companies and brands can leverage. It’s a compelling idea — but it’s a myth.

The reality is that “average people” don’t create a lot of content — at least not the commercially viable kind. Most people are too busy. Those that do “create content” — and who do it well — are those who are predisposed to being content creators. The have some relevant skills, training, raw talent, motivation, something.

It's not just busy. it's probably not MOSTLY being too busy.

it's that most people don't create. Or don't see themselves as creative. Or don't see what they create as interesting. Or don't see what they create as being AS INTERESTING as stuff other people are creating.

This shouldn't be surprising to people, because if you've run communities for any length of time, you'll run into the 1% rule: in any community of size, the vast majority of your content is created by about 1% of the membership.

It think it would be useful if we get out of the thinking that we're getting everyone involved in content creation. what we're doing is lowering the barrier of entry (cost, complexity, availability) to make it easier for more people to get involved.

I think it's also useful to separate content creation from creating an online identity. What goes on on facebook isn't necessarily content creation. Setting up a profile isn't really getting involved in content creation...

Comments

[myspace design]

great point. What seems to be happening with this myth is a massive amount of junk content is being published on websites.

[Mike McGrath]

Everyone has their 15 minutes. That is when their content is worth branding. Issolate that 15 minutes, and loose the rest...

[Michael Julson]

Thanks for the post/link, it's a good article.

[David Payne]

I think there are a number of companies that are starting to catch-on to the idea that user-generated content needs help in two areas.

1. Make it easier to contribute to the group. I see companies like PowerReviews.com that make the process of contributing a much more gradual process. If you want to just tag something, then tag it. If you want to tag it and leave a star rating, do that too. If however you want to write a nice paragraph about something, they accomodate that as well.

2. StudioNow.com did something pretty cool. They created a place where everyday people can spend less than $20 and make their home videos and digital photo albums semi-professional. How did they do it? They recruited editors and paid them. Novel idea, I know. ;-)

Maybe PowerReviews will get more than 1% to contribute and StudioNow will make the novice submissions more professional.

David Payne
Business Development
OneCall

[Sean ODriscoll]

Agree...nice and concise too. It's not useful to think about how we get everyone creating commercially useful content...it's how we make it easy for those pre-disposed to, to do it and even easier for others to human filter it by bookmarking, marked answers in forums, etc to improve the "follow-ability" of topics and/or authors I'm interested in.

Sean
Communitygrouptherapy.com