User-generated content (UGC) is media content created by online influencers and everyday consumers. Often, live UGC is in response to or in conjunction with a professionally created program or event. It represents a cheap and effective way to engage viewers by allowing them to interact with the content creator, while simultaneously creating shoulder programming – pre- and post-event broadcast programming – for other viewers. How Live and User-Generated Content Benefit Businesses • Increased Engagement and Emotional Investment A major change with live entertainment in recent years is the desire for interaction and engagement across all involved parties. UGC is now a substitute for shoulder programming around live events. Consumers self-select which influencers, brands, or services they follow and with which they connect. This increases the time viewers spend on the platform because they are self- engaging in related content before, during, and after the event occurs. • Flexible Advertising Advertisers must create ads that can be adapted to different platforms and devices. From television to the mobile phone, from Meta/Facebook to TikTok, ad presentation and interactivity must cater to the specific medium on which it will be hosted. At the same time, brand perception and messaging must remain consistent. Social media influencers are experts on their respective platforms and can create tailored content that is appealing to these audiences. Advances in data capturing technology and aggregation models can help customize content and advertising based on previous viewer behavior for OTT and UGC across all kinds of devices. • Multitasking and Platform Engagement Content creators, providers, and networks are not just looking for viewers, but for dedicated fans who engage with their intellectual property on a variety of platforms. Now, the amount of video consumed on a mobile phone continues to increase—over 6 hours per week, on average – even as overall video consumption declines, according to Parks Associates research. Many consumers are also using a second device to supplement the viewing experience by engaging in activities such as seeing an advertisement on a smart TV and then searching for the item on a computer or smartphone.
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