Myths About User-Generated Content

There are some myths surrounding UGC that have been circulating since it spawned. We want to take some time to debunk these for you. Let’s take a look at some of the most common myths about UGC.

1.     It’s easy to curate and license: Finding specific content to fit a creative brief can be more difficult than it seems. If your agency or brand has ever tried it then you know how time-consuming it can be to find the right content AND  track down the owner of a particular piece of content. There are also specific legal requirements for clearance that are necessary to have the rights to use the content.

2.     It’s free: Sometimes social media campaigns can get free content yes. However, creators will not want to license their photos and videos for free when curating and licensing content. A lot of times these people make money through their content and social media channels. This is their livelihood that’s at stake so be prepared to pay a little something if not a lot depending on their following, etc. If they are willing to license their content for free it must be stipulated beforehand. Everything must also be in writing in legal documents.

3.     It’s only for social media campaigns: UGC has become mainstream now. It’s used in all things from social media marketing campaigns, hashtags, and photo books, to video advertisements.

4.     It doesn’t generate revenue: The ROI of UGC advertisements can be up to 4.5% higher in terms of conversion rates. One of the reasons for the high return on investment of UGC advertising is that it costs so much less than traditional forms of ads. Yes, you will have to pay for licensing and labor costs but it will still cut your ad spend by about 60%.

5.     It’s only for certain brands: UGC is for ALL brands and agencies. In any category, people will connect with real people that UGC offers. It fuels connections with authenticity. It humanizes brands.

6.     UGC is low quality: This one is an age-old myth. We hope that most of you realize that it’s no longer true in the age of smart phones. While UGC was once a low-quality “VHS and Beta Rape” type of vibe, it has morphed into something special. Everyone is now a creator who can develop striking videos and images.

Debunked! We hope this helps you understand the ins and outs of UGC a bit better from the inside someone who understands and knows the industry. These are some typical myths that come along with the job but we want to set the record straight.

Benefits of Working in the Ad Industry

We absolutely love what we do! We would scream it to the rooftops if we could. Not only are we part of the advertising industry, we are a niche brand that focuses on user-generated content and found content campaigns, so we get to work with agencies and content creators. We know there are pitfalls in any industry, including the Advertising game, but since we aren’t your typical ad agency, we don’t have to deal with many of the talked about issues. Here are some of our favorite things about working in the industry!

1.     You get to be creative! This is our top reason to work in advertising. Yes, we get a creative brief from our clients but that doesn’t mean we don’t get to use our own creative juices at work. Finding, sourcing, and clearing content is a very creative process.

2.     It’s a social environment: we love being social. It’s a big part of who we are and how we feel energized. In advertising, there is constant collaboration with others on your team. For us, it’s also with outside advertising teams that we’re working alongside. Not only does that mean it is a very collaborative industry, you also learn and grow often from others.

3.     Consistent work/income: as an entrepreneur, this doesn’t come without a lot of hard work and discouraging moments. However, if you have a passion for what you do, put in the time for lead generation and do a stellar job on your projects that generate WOM marketing, the business will come your way!

4.     Networking: there are a multitude of events that promote networking in the ad industry. Whether it be just a simple webinar or Cannes, one of the largest advertising events in the world each year.

Don’t get us wrong, working in the ad industry requires a lot of grueling hours but it is also a very gratifying job at the end of the day. There can be high workloads and intense pressure to be creative on a deadline. But let’s not forget that pressure creates diamonds! Seeing content that we found and cleared in the final commercial is the biggest reward! With that being said, advertising is not for the faint of heart and it should really be considered when deciding on a career choice. But the diversity of the projects keeps careers interesting all the time. This style of work will require a lot of multitasking skills. We work hard and we play hard. Your hard work will be showcased publicly in the spotlight so it’s important to understand this as well as how the industry can be fast-paced and high-energy at times. We love keeping things interesting in our work life so it’s the job for us but will it be the job for you?

Paternity Leave at Ad Agencies

“Fathers who get longer paternity leave have been shown to have an even closer relationship with child for a lifetime,” according to an study done by Petts, Knoester and Waldfogel. When we’re talking about equality for all, it’s important to consider the fact that some fathers want to spend these first few months with their newborn. Yes, mothers need the time to recover from birth, etc. but is it not fair to offer men some leave in order to bond with their family in those formidable moments? In the past few years, men have been given the chance to take paternity leave for 6 months or more but still report feeling “pressure” to return sooner. Also, it should be taken into consideration that mothers need help parenting as well. It’s been a long time coming. As they have strived for equality on all fronts they have somehow ended up being left with the remains of an old paradigm that she is the one to take care of the home. Women are now expected to work, still be a mother, be a wife, and all-around superwoman. It’s exhausting. Paternity leave isn’t only for fathers to bond with their newborns, it’s a chance for equality within the home. A home where women are no longer considered to be the main stakeholder in all things that are part of a “home.” This parental leave promotes equal parenting dynamics and moves away from the one-sided dynamics of raising children. Parental leave and maternity leave should go hand-in-hand in the society that we live in today.