I enjoyed reading Scott Karp’s thoughts on sites like YouTube, which focus on User Generated Content (UGC), being media for real creative talent to be discovered. What I don’t agree with is the way in which he chooses to subscribe to the idea that an average person’s contribution to the same site is not commercially viable.
Scott does a very nice job on covering the latest talent discovery for Apple and its iTouch product, where a young man from England was discovered by Apple execs after posting a very high quality amateur commercial online. Scott goes on to imply that maybe the commercial was posted on YouTube with the intent for the young man to be discovered or that maybe Apple had generated the idea itself and was attempting to create some marketing buzz via the amazing discovery that they made of this young talent.
I think Scott is probably correct with many of his conclusions regarding talent and UGC, but starting his article off by saying UGC created by the masses is a myth and not commercially viable seems to be irrelevant to the point Scott was making about UGC sites being excellent places for talent to be discovered.
Mark Hopkins has produced an interesting post refuting the myth of UGC and I think it says much of what many other marketers are thinking when it comes to the way they look at UGC and the value it has for a business.
How do you feel about UGC? Have so many websites already adopted UGC to the point where instead of being authoritative the sites are actually becoming less relevant just by presenting so many dissenting ideas?
Roderick Ioerger is a long time online marketing and travel industry veteran.