Sarah Lacy from Tech Crunch says:
Welcome to the catch-22 of User Generated Content. And guess what? It hasn’t changed with time. We all know there are talented people who never get their lucky breaks, so democratization works in theory. But there’s a problem: It doesn’t make money. Users don’t want to pay subscription fees for something aspiring writers, singers, and actors are uploading for free, and advertisers don’t want to be next to dodgy and unpredictable inventory, no matter how gaudy the page views or streams.
Ms. Lacy hits half of the nail here.
The other half of the equation is that we don’t actually expect consumers to finance the growth of content, communications and commerce with subscriptions, we count on marketers to finance for the content and communications part via advertising… and the verdict is in: marketers don’t want to touch UGC.
For 4 years, I’ve argued this… I won’t say I told you, I’m just saying:
Social media changes the rules of engagement of publishing, but it does little other than strengthen professional content’s value to marketing and advertising. Of course, people know I am biased because we spend a lot of time and energy creating professional content at WatchMojo.com.
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