User Generated Content... What if your target audience doesn't want to use it?

Know More: Ad Trends

Here’s something that I find pretty funny, if not actually hilarious. We’ve been told repeatedly that the younger generation is more open to the user-generated content craze. And that this is “The next big thing” for advertisers to consider. Well, according to a recent American Marketing Association study, adults see companies that run “create our ad for us” promotions in conjunction with traditional advertising as being more consumer friendly and creative. On the other hand, young adults (18-24 age range) see user-generated promotions as less trustworthy, less socially responsible and less customer friendly. Which is the dead opposite of what people had assumed about user-generated promotions. Apparently the young crowd likes to create content, but are less likely to appreciate content generated with a definite corporate bent. Well, Who’da thunk it? Just goes to prove young’uns are smarter than I thought.

We don't need no stinkin' user generated content!

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The youngins, some of whose father of mother may stay extremely loyal to many, many, many of those corporations, probably saw their families ripped apart by layoffs and other policies and such by these caring institutions no matter who makes commercials for them.

I'll certainly say that the automobile industry has an indirect hand in my family's dysfuntionality. Funny that none of my three boys in the 18-24 age group actually own their own car. I'm sure, though, that they could make some kick ass ads about such.

Posted by: nancy | December 4, 2006 9:54 PM | Permalink to Comment

Advertising, ad campaigns, ad agencies, and the people that make it happen

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