Introduction
As a brand marketer, you have wisely decided to tap into the ever-growing online pool of consumer talent for consumer-generated video production. But now what? Where do you start?
Before you dive in blindly, it is vital to understand the nature of this new creative world. Consumer-generated video production has evolved to engage the prowess of independent, semi-professional and professional videographers. These can be the guys who do video montages for weddings and bar mitzvahs, but in their spare time, they create high-quality, low-cost video productions. Often, their hobby turns into a desire to grow their expertise and eventually land a full-time job as a commercial producer.
This group of semi-pros is joined by boutique creative shops that are also tapping into the success of consumer-generated video production. They are often trying to break into securing gigs with big brands but haven't yet had success breaking down the barriers-to-entry imposed by marketing departments and big ad agencies. One of the keys to consumer-generated video success is to listen to and take into account the varying motives of consumer ad creators and videographers to maximize the potential of the channel.
There are many benefits to tapping into this pool of creative talent online, and also many routes to take to ensure you get the outcome you want. If you do decide to take advantage of all that consumer-generated video has to offer, there are eight things you must consider to ensure success with the channel.
