What is UGC?

UGC is defined by Webopedia as ‘……Short for u, UGC is the term used to describe any form of content such as video, ser-generated content

blogs, discussion form posts, digital images, audio files, and other forms of media that was created by consumers or end-users of an online system or service and is publically available to others consumers and end-users…’

UGC (User-Generated Content) is all the rage on the Web today. Some of the most recognized Web brand names to emerge over the past two years, including MySpace, YouTube and Facebook, are based on UGC. They are the most visible and best example of Web 2.0 services.

Most people think of UGC in terms of videos, clips, audio recordings and and playback. This includes webcasts and podcasts that are recorded and can be played back via the UGC site. However, UGC also included White Papers, discussion documents, other documentation created by web users and the like (Contracts, Proposals, dissertations, FAQs, checklists, templates, research studies, articles, etc.). Engaging users in discussions, enabling them to comment on news and information (blogs – such a this one!), and getting them to share ideas and experiences with you and other customers.

For the purpose of this article, we will be confining ourselves to reviewing Nigerian (Naija) UGC from the entertainment and social media points of view

How has Naija UGC grown?

Mainly through blogs, discussion forums and the like, with this phenomena growing at an increasing rate since the early Noughties (circa 2002-3)). However, within the realm of entertainment and social media content, the rapid take-up and availability of internet access in Nigeria and the growing use of social networking sites (more of this later) and bulletin boards, led to the spread of uploading and circulation of video and audio media content.

The element that all UGC Web sites have in common is providing users with the tools and forum to present their own content on the Web.

This media content falls into two categories – self-made clips shot by amateurs (‘home-made’) and clips of ‘professional’, performing artisites uploaded either by the artiste or by their fans

In the case of the former, it is being driven by the increasing [ease of] access to the internet, availability of camera and web-enabled phones – and the increasing ability and desire to ‘get your 15 minutes of fame on the Web’……
In the case of the latter, young, budding artistes are seizing the opportunity for self-promotion, introduction to their potential markets and audience base – and the opportunity to test their talent.

The issue of legitimacy and intellectual copyright does rear its ugly head, as it were in terms of the rights of these users to access and upload artistic content on to these sites. Several well-known artisites, have been initially canny in using social networking sites to promote themselves on their pages or micro-sites, as it were, but not gone down the road to making available their ‘premium’ content for access and upload by fans and on-line audiences. Interestingly, Madonna, probably, the world’s self–promoter and entertainment artiste has gone down the route of providing UGC content on her YouTube space that is NOT available anywhere else.

Obviously, there is logic to that madness…

Where can you find it

In terms of social and entertainment UGC, the ‘usual suspects’ step forward please – social networking sites;
– YouTube
– Facebook
– MySpace

A recent report from Juniper Research, states that social networking services will dominate a burgeoning market for on-line and mobile user-generated content. Globally, end-user generated revenues from social networking, dating and personal content delivery services will increase from US$572 million in 2007 to more than US$5.7 billion in 2012, with social networking accounting for 50% of the total by the end of the forecast period.

Today’s Talent…. tomorrow’s rising stars and internet millionaires

A quick, cursory review of the sites listed above will reveal a growing number of Naija talent showing their talent, creativity, and enterprise on the web through these sites. Some are listed below:

– Africa remix
– Warri Broadcasting Service
– Naija Boys

And no, the list above is NOT comprehensive…

Example: a video clip on YouTube by African Remix which is a remix of the Chris Brown & T-pain’s ‘Kiss Kiss’. It’s been up for 4 months and has had almost 2million views. Their other video has been up for 6 months and has had 3million views. (These numbers are provided by YouTube – check them out). So each of their 2 videos has approxed 500,000 views every month. No doubt they have contributed to Youtube’s appeal and income.

What has UGC achieved

For the talent as it were, they have advertised their skills, product and presence. They have shown their creativity. They are there; now; showing what they can do; registering on users and subscriber’s radar. You are now aware of them. They have acquired market share and you know who they are (Exposure). Furthermore, they have a ‘free’ platform to test their talent and reaction to their offerings.

For the users (consumers) and subscribers, it provides a shared experience for dispersed communities wherever they may be accessing that content from. They can comment on it, share it, discuss it, have it evoke memories, opinions.

For the enterpreneurs and talent producers, it brings the talent to them in that they can go to UGC sites and ‘see‘ what’s out there’. It takes the [old] concept of ‘cutting a demo tape’ or ‘laying down a track’ to a whole new dimension – and you don’t even have to be on the same continent…!

How far has it spread (reach)

With the spread of the internet (let[‘s not forget mobile internet either!) and increasing access, Naija UGC can be said it be anywhere and everywhere . It’s as simple as that. Africa (SSA), Europe, North America – wherever the internet is and Naijas are…

Can UGC be monetised

Even though social networking sites are in their infancy, the exponential growth experienced by a number of mobile service providers – in some cases achieved primarily through viral marketing – would seem to affirm that there is huge potential in this area. The key challenge now is for those providers to monetise that interest."

The commercial sites hope to monetize the usage by selling advertising and pursuing other revenue streams from their audience. According to eMarketer.com, UGC Web sites will generate $1 billion in advertising revenues in 2007, and will attract 75 million users in the US. And those numbers are forecast to grow to 101 million users and $4.3 billion, respectively, in 2011. There a re UGC sites that anticipate more creators taking part in their Producer Rewards program, which pays creators of popular videos $5 for every 1,000 views.

And those producers are reaching a growing audience.

So, the answer to the question is – yes.

What Next

What’s the future for user-generated videos? One view is that quality will rise so much that the boundary between amateur and professional videos will be blurred, much like some one-person blogs have grown to become high-volume media concerns.