Bob Garfield

UGC and brands: What's your entry point?

Millennials spend 30 percent of their content consumption time with user-generated content. Here's how can you get in on this action.

One of the big studies released this year at SXSW was from the Social Media Advertising Consortium (SMAC) in partnership with the social media influencer Crowdtap. They found that Millennials spend 18 hours per day consuming media, and 30 percent of it is with user-generated content. It's clear that when it comes to reaching younger demographics, UGC presents a huge opportunity for brands.

The question is: How does a brand inject itself into this world? When people are consuming content from more professional sources (news sites, social media, etc.) it's much easier for a brand to find its footing. However, UGC is a personal and fun way Millennials are communicating with each other. Can a brand find its place in this environment at all? If so, how does it do so without annoying its audience?

One thing is clear: When UGC consumption rates are topping 30 percent, brands certainly can't ignore it. Marketers need to start having this conversation.

Eric Franchi, co-founder of Undertone, speaks with iMedia's Bethany Simpson at SXSW 2014 about why UGC is presenting such huge opportunities for brands and gives some advice on how they should be navigating the landscape.

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Article written by Senior Media Producer David Zaleski.

Video edited by Associate Media Producer Brian Waters.

"Open door light" image via Shutterstock.