An October 2006 Forrester Research report, "Should Your Brand Use Online Video?" found that more than half of adults (53 percent of consumers 18 and older) view online video, indicating that we’re witnessing the early signs of mainstream adoption of this tool. YouTube has obviously been a big part of this surge, and marketers are learning how best to leverage this growing phenomenon.

The Forrester report found that Gen X and Gen Y audiences viewed internet video more frequently than their older counterparts, making the most sought-after audience become, concurrently, the prime target for video advertising. With the diminishing effectiveness of standard online ads, savvy marketers are becoming more creative with their messages and targeting-- and how they gather their creatives. Some of the biggest buzz around this year’s Super Bowl ads, of course, emanated from marketers whose ads were actually generated by consumers, bringing new life to the notion of dialogue.

Indeed, what’s hot today is how brands are leveraging all kinds of user-generated content (UGC). While some marketers are targeting against it, others are inviting users themselves to generate ideas on their behalf. The risks of both are apparent enough. So, what are some of the do’s and don’ts that we can turn to in pursuit of a protocol for marketers interested in leveraging UGC on YouTube and beyond?

Find out!

Author notes: Mark Naples is managing partner for WIT Strategy. Read full bio.