I recently read an eMarketer article on advertising dollars surrounding user generated content (UGC). While I realize that there is a significant advertising market there, and some companies are even setting up UGC aggregation sites around their brand, I believe this is old-advertising thinking. Innovative advertising thinking is about getting users to be your brand advocate by creating UGC that promotes your brand. In this new world of advertising, you shouldn’t always have to create your own advertising. The goal should be to create a solid enough brand that loyal customers will use UGC outlets to tell others about your brand – and developing the brand well enough that you don’t have to worry about different messages being communicated by your brand advocates. It’s easy to slap your advertising on a UGC site, it takes a little more innovative effort to get your loyal brand advocates to create UGC about your brand.
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