User-generated content (UGC), alternatively known as user-created content (UCC), is any form of content, such as images, videos, text, testimonials, and audio, that has been posted by
users
Ancient Egyptian roles
* User (ancient Egyptian official), an ancient Egyptian nomarch (governor) of the Eighth Dynasty
* Useramen, an ancient Egyptian vizier also called "User"
Other uses
* User (computing), a person (or software) using an ...
on online platforms such as
social media
Social media are interactive media technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. While challenges to the definition of ''social me ...
, discussion forums and
wikis. It is a product consumers create to disseminate information about online products or the firms that market them.
User-generated content is used for a wide range of applications, including problem processing, news, entertainment, customer engagement, advertising, gossip, research and many more. It is an example of the democratization of content production and the
flattening
Flattening is a measure of the compression of a circle or sphere along a diameter to form an ellipse or an ellipsoid of revolution ( spheroid) respectively. Other terms used are ellipticity, or oblateness. The usual notation for flattening ...
of traditional media hierarchies. The
BBC adopted a user-generated content platform for its websites in 2005, and
TIME Magazine named "You" as the Person of the Year in 2006, referring to the rise in the production of UGC on
Web 2.0 platforms.
CNN also developed a similar user-generated content platform, known as iReport. There are other examples of news channels implementing similar protocols, especially in the immediate aftermath of a catastrophe or terrorist attack. Social media users can provide key eyewitness content and information that may otherwise have been inaccessible. By 2020 businesses are increasingly leveraging User Generated Content to promote their products, as it is seen as a cost effective and authentic way to grow a brand's image and sales. Due to new media and
technology
Technology is the application of knowledge to reach practical goals in a specifiable and reproducible way. The word ''technology'' may also mean the product of such an endeavor. The use of technology is widely prevalent in medicine, scien ...
affordances, such as low cost and low barriers to entry, the Internet is an easy platform to create and dispense user-generated content, allowing the dissemination of information at a rapid pace in the wake of an event.
Definition
The advent of user-generated content marked a shift among media organizations from creating online content to providing facilities for
amateur
An amateur () is generally considered a person who pursues an avocation independent from their source of income. Amateurs and their pursuits are also described as popular, informal, self-taught, user-generated, DIY, and hobbyist.
History
...
s to publish their own content.
User-generated content has also been characterized as citizen media as opposed to the
"packaged goods media" of the past century. Citizen Media is audience-generated
feedback
Feedback occurs when outputs of a system are routed back as inputs as part of a chain of cause-and-effect that forms a circuit or loop. The system can then be said to ''feed back'' into itself. The notion of cause-and-effect has to be handled ...
and news coverage. People give their reviews and share stories in the form of user-generated and user-uploaded audio and user-generated video. The former is a two-way process in contrast to the one-way distribution of the latter. Conversational or two-way media is a key characteristic of so-called
Web 2.0 which encourages the publishing of one's own content and commenting on other people's content.
The role of the passive audience, therefore, has shifted since the birth of
new media, and an ever-growing number of participatory users are taking advantage of the interactive opportunities, especially on the Internet to create independent content. Grassroots experimentation then generated an innovation in sounds, artists, techniques, and associations with audiences which then are being used in mainstream media. The active, participatory and creative audience is prevailing today with relatively accessible media, tools, and applications, and its culture is in turn affecting mass media corporations and global audiences.
The
Organisation for Economic Co-operation and Development
The Organisation for Economic Co-operation and Development (OECD; french: Organisation de coopération et de développement économiques, ''OCDE'') is an intergovernmental organisation with 38 member countries, founded in 1961 to stimulate ...
(OECD) has defined three central schools for UGC:
# Publication requirement: While user-generated content (UGC) could be made by a user and never published online or elsewhere, we focus here on the work that is published in some context, be it on a publicly accessible website or on a page on a social networking site only accessible to a select group of people (e.g., fellow university students). This is a useful way to exclude email, two-way instant messages, and the like.
# Creative effort: Creative effort was put into creating the work or adapting existing works to construct a new one; i.e. users must add their own value to the work. UGC often also has a collaborative element to it, as is the case with websites that users can edit collaboratively. For example, merely copying a portion of a television show and posting it to an online video website (an activity frequently seen on the UGC sites) would not be considered UGC. However, uploading photographs, expressing one's thoughts in a blog post or creating a new music video could be considered UGC. Yet the minimum amount of creative effort is hard to define and depends on the context.
# Creation outside of professional routines and practices: User-generated content is generally created outside of professional routines and practices. It often does not have an institutional or a commercial market context. In extreme cases, UGC may be produced by non-professionals without the expectation of profit or remuneration. Motivating factors include connecting with peers, achieving a certain level of fame, notoriety, or prestige, and the desire to express oneself.
It is important to have an objective before attempting to become part of the UGC/social networking environment. For example, companies may ask users to post their reviews directly to their Facebook page. This could end up disastrous if a user makes a comment that steers people away from the product.
Mere
copy & paste or
hyperlink
In computing, a hyperlink, or simply a link, is a digital reference to data that the user can follow or be guided by clicking or tapping. A hyperlink points to a whole document or to a specific element within a document. Hypertext is text w ...
ing could also be seen as user-generated self-expression. The action of linking to a work or copying a work could in itself motivate the creator, express the taste of the person linking or copying.
Digg.com
Digg, stylized in lowercase as digg, is an American news aggregator with a curated front page, aiming to select stories specifically for the Internet audience such as science, trending political issues, and viral phenomenon, viral Internet issu ...
,
StumbleUpon.com, and leaptag.com are good examples of where such linkage to work happens. The culmination of such linkages could very well identify the tastes of a person in the community and make that person unique.
User-generated content occurs when a product's customers create and disseminate online ideas about a product or the firm that markets it. These ideas are often in the form of text but also come in other forms such as music, photos, or videos. UGC has three key characteristics: (1) The contribution is by users of a product rather than the firm that sells this product; (2) it is creative in nature and the user adds something new; (3) it is posted online and generally accessible.
Media pluralism
According to
Cisco Systems
Cisco Systems, Inc., commonly known as Cisco, is an American-based multinational digital communications technology conglomerate corporation headquartered in San Jose, California. Cisco develops, manufactures, and sells networking hardware, ...
, in 2016 an average of 96,000
petabytes was transferred monthly over the Internet, more than twice as many as in 2012. In 2016, the number of active websites surpassed 1 billion, up from approximately 700 million in 2012. This means the content we currently have access to is more diverse than ever before.
Reaching 1.66 billion daily active users in Q4 2019,
Facebook
Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dust ...
has emerged as the most popular social media platform globally. Other social media platforms are also dominant at the regional level such as:
Twitter
Twitter is an online social media and social networking service owned and operated by American company Twitter, Inc., on which users post and interact with 280-character-long messages known as "tweets". Registered users can post, like, and ...
in
Japan
Japan ( ja, 日本, or , and formally , ''Nihonkoku'') is an island country in East Asia. It is situated in the northwest Pacific Ocean, and is bordered on the west by the Sea of Japan, while extending from the Sea of Okhotsk in the n ...
,
Naver in the
Republic of Korea
South Korea, officially the Republic of Korea (ROK), is a country in East Asia, constituting the southern part of the Korean Peninsula and sharing a land border with North Korea. Its western border is formed by the Yellow Sea, while its ea ...
,
Instagram
Instagram is a photo and video sharing social networking service owned by American company Meta Platforms. The app allows users to upload media that can be edited with filters and organized by hashtags and geographical tagging. Posts can ...
(owned by Facebook) and
LinkedIn
LinkedIn () is an American business and employment-oriented online service that operates via websites and mobile apps. Launched on May 5, 2003, the platform is primarily used for professional networking and career development, and allows job se ...
(owned by
Microsoft
Microsoft Corporation is an American multinational technology corporation producing computer software, consumer electronics, personal computers, and related services headquartered at the Microsoft Redmond campus located in Redmond, Washi ...
) in
Africa
Africa is the world's second-largest and second-most populous continent, after Asia in both cases. At about 30.3 million km2 (11.7 million square miles) including adjacent islands, it covers 6% of Earth's total surface area ...
,
VKontakte (VK) and
Odnoklassniki (eng. ''Classmates'') in
Russia
Russia (, , ), or the Russian Federation, is a transcontinental country spanning Eastern Europe and Northern Asia. It is the largest country in the world, with its internationally recognised territory covering , and encompassing one-ei ...
and other countries in
Central and Eastern Europe
Central and Eastern Europe is a term encompassing the countries in the Baltics, Central Europe, Eastern Europe and Southeast Europe (mostly the Balkans), usually meaning former communist states from the Eastern Bloc and Warsaw Pact in Europ ...
,
WeChat and
QQ in
China
China, officially the People's Republic of China (PRC), is a country in East Asia. It is the world's List of countries and dependencies by population, most populous country, with a Population of China, population exceeding 1.4 billion, slig ...
.
However, a concentration phenomenon is occurring globally giving the dominance to a few online platforms that become popular for some unique features they provide, most commonly for the added privacy they offer users through disappearing messages or
end-to-end encryption (e.g.
WhatsApp
WhatsApp (also called WhatsApp Messenger) is an internationally available freeware, cross-platform, centralized instant messaging (IM) and voice-over-IP (VoIP) service owned by American company Meta Platforms (formerly Facebook). It allows use ...
,
Snapchat,
Signal, and
Telegram), but they have tended to occupy niches and to facilitate the exchanges of information that remain rather invisible to larger audiences.
Production of freely accessible information has been increasing since 2012. In January 2017,
Wikipedia
Wikipedia is a multilingual free online encyclopedia written and maintained by a community of volunteers, known as Wikipedians, through open collaboration and using a wiki-based editing system. Wikipedia is the largest and most-read refer ...
had more than 43 million articles, almost twice as many as in January 2012. This corresponded to a progressive diversification of content and increase in contributions in languages other than English. In 2017, less than 12 percent of Wikipedia content was in English, down from 18 percent in 2012. Graham, Straumann, and Hogan say that increase in the availability and diversity of content has not radically changed the structures and processes for the production of knowledge. For example, while content on Africa has dramatically increased, a significant portion of this content has continued to be produced by contributors operating from North America and Europe, rather than from Africa itself.
History
The massive, multi-volume ''
Oxford English Dictionary
The ''Oxford English Dictionary'' (''OED'') is the first and foundational historical dictionary of the English language, published by Oxford University Press (OUP). It traces the historical development of the English language, providing a c ...
'' was exclusively composed of user-generated content. In 1857,
Richard Chenevix Trench
Richard Chenevix Trench (Richard Trench until 1873; 9 September 1807 – 28 March 1886) was an Anglican archbishop and poet.
Life
He was born in Dublin, Ireland, the son of Richard Trench (1774–1860), barrister-at-law, and the Dublin writ ...
of the
London Philological Society
The Philological Society, or London Philological Society, is the oldest learned society in Great Britain dedicated to the study of language as well as a registered charity. The current Society was established in 1842 to "investigate and promote ...
sought public contributions throughout the English-speaking world for the creation of the first edition of the ''OED''. As Simon Winchester recounts:
So what we're going to do, if I have your agreement that we're going to produce such a dictionary, is that we're going to send out invitations, were going to send these invitations to every library, every school, every university, every book shop that we can identify throughout the English-speaking world... everywhere where English is spoken or read with any degree of enthusiasm, people will be invited to contribute words. And the point is, the way they do it, the way they will be asked and instructed to do it, is to read voraciously and whenever they see a word, whether it's a preposition or a sesquipedalian monster, they are to... if it interests them and if where they read it, they see it in a sentence that illustrates the way that that word is used, offers the meaning of the day to that word, then they are to write it on a slip of paper... the top left-hand side you write the word, the chosen word, the catchword, which in this case is 'twilight'. Then the quotation, the quotation illustrates the meaning of the word. And underneath it, the citation, where it came from, whether it was printed or whether it was in manuscript... and then the reference, the volume, the page and so on... and send these slips of paper, these slips are the key to the making of this dictionary, into the headquarters of the dictionary.
In the following decades, hundreds of thousands of contributions were sent to the editors.
In the 1990s several electronic
bulletin board systems were based on user-generated content. Some of these systems have been converted into websites, including the film information site
IMDb
IMDb (an abbreviation of Internet Movie Database) is an online database of information related to films, television series, home videos, video games, and streaming content online – including cast, production crew and personal biographies, ...
which started as ''rec.arts.movies'' in 1990. With the growth of the
World Wide Web the focus moved to websites, several of which were based on user-generated content, including Wikipedia (2001) and
Flickr (2004).
User-generated
Internet video was popularized by
YouTube
YouTube is a global online video sharing and social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google, and is the second mo ...
, an
online video platform founded by
Chad Hurley,
Jawed Karim and
Steve Chen in April 2005. It enabled the
video streaming
Video on demand (VOD) is a media distribution system that allows users to access videos without a traditional video playback device and the constraints of a typical static broadcasting schedule. In the 20th century, broadcasting in the form of ...
of
MPEG-4 AVC
Advanced Video Coding (AVC), also referred to as H.264 or MPEG-4 Part 10, is a video compression standard based on block-oriented, motion-compensated coding. It is by far the most commonly used format for the recording, compression, and distr ...
(H.264) user-generated content from anywhere on the
World Wide Web.
The
BBC set up a pilot user-generated content team in April 2005 with 3 staff. In the wake of the
7 July 2005 London bombings
The 7 July 2005 London bombings, often referred to as 7/7, were a series of four coordinated suicide attacks carried out by Islamic terrorists in London that targeted commuters travelling on the city's public transport system during the mo ...
and the
Buncefield oil depot fire, the team was made permanent and was expanded, reflecting the arrival in the mainstream of the
citizen journalist. After the Buncefield disaster the BBC received over 5,000 photos from viewers. The BBC does not normally pay for content generated by its viewers.
In 2006
CNN launched
CNN iReport
iReport was CNN's citizen journalism initiative that allowed people from around the globe to contribute pictures and video of breaking news stories. It was similar to Wikinews in that it allowed, and encouraged, ordinary citizens to submit sto ...
, a project designed to bring user-generated news content to CNN. Its rival
Fox News Channel launched its project to bring in user-generated news, similarly titled "uReport". This was typical of major television news organizations in 2005–2006, who realized, particularly in the wake of the London 7 July bombings, that
citizen journalism could now become a significant part of broadcast news.
Sky News, for example, regularly solicits for photographs and video from its viewers.
User-generated content was featured in ''Time'' magazine's 2006
Person of the Year __NOTOC__
Person of the Year or Man of the Year is an award given to an individual by any type of organization. Most often, it is given by a newspaper or other news outlet to annually recognize a public person. Such awards have typically been awa ...
, in which the person of the year was "you", meaning all of the people who contribute to user-generated media, including YouTube, Wikipedia and
MySpace.
A precursor to user-generated content uploaded on YouTube was ''
America's Funniest Home Videos''.
Motivation for creating UGC
The benefits derived from user-generated content for the content host are clear, these include a low-cost promotion, positive impact on product sales, and fresh content. However, the benefit to the contributor is less direct. There are various theories behind the motivation for contributing user-generated content, ranging from altruistic, to social, to materialistic. Due to the high value of user-generated content, many sites use incentives to encourage their generation. These incentives can be generally categorized into implicit incentives and explicit incentives. Sometimes, users are also given monetary incentives to encourage them to create captivating and inspiring UGC.
[Toluna:]
# Implicit incentives: These incentives are not based on anything tangible. Social incentives are the most common form of implicit incentives. These incentives allow the user to feel good as an active member of the community. These can include the relationship between users, such as
Facebook
Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dust ...
's friends, or
Twitter
Twitter is an online social media and social networking service owned and operated by American company Twitter, Inc., on which users post and interact with 280-character-long messages known as "tweets". Registered users can post, like, and ...
's followers. Social incentives also include the ability to connect users with others, as seen on the sites already mentioned as well as sites like YouTube, Instagram, and Twitter, which allow users to share media from their lives with others. Users also share the experiences that they have while using a particular product/service. This will improve the customer experience as they can make informed decisions in buying a product, which makes them smart buyers. Other common social incentives are status, badges, or levels within the site, something a user earns when they reach a certain level of participation which may or may not come with additional privileges.
Yahoo! Answers
Yahoo! Answers was a community-driven question-and-answer (Q&A) website or knowledge market owned by Yahoo! where users would ask questions and answer those submitted by others, and upvote them to increase their visibility. Questions were org ...
is an example of this type of social incentive. Another social incentive is social comparison. Being aware of the user's own ranking or level among the whole community could affect the behavior as well. Social incentives cost the host site very little and can catalyze vital growth; however, their very nature requires a sizable existing community before it can function. Social incentive can also be split into identification and integration. The identification motivation has strong external standardization and internalization of behavioral goals, such as social identity, that is, users will follow some subjective norms and images to constrain and practice their behaviors. The integration has the strongest external standardization and goal internalization, and the agent often integrates its actual actions with the subjective norms of the environment, so it has the effect of self-restraint and self-realization, such as the sense of belonging.
Naver Knowledge-iN is another example of this type of social incentive. It uses a point system to encourage users to answer more questions by receiving points.
# Explicit incentives: These incentives refer to tangible rewards. Explicit incentives can be split into externality and projection. External motivation is more inclined to economic and material incentives, such as the reward for engaging in a task, which has little internalization and lacks relevant external norms and constraints. Examples include financial payment, entry into a contest, a voucher, a coupon, or frequent traveler miles. Direct explicit incentives are easily understandable by most and have immediate value regardless of the community size; sites such as the Canadian shopping platform Wishabi and
Amazon Mechanical Turk both use this type of financial incentive in slightly different ways to encourage users participation. The projective agent has some external norms, but the degree of internalization is not enough, that is, it has not been fully recognized by the actor. The drawback to explicit incentives is that they may cause the user to be subject to the overjustification effect, eventually believing the only reason for participating is for the explicit incentive. This reduces the influence of the other form of social or altruistic motivation, making it increasingly costly for the content host to retain long-term contributors.
[HOPLA Online:]
Ranking and assessment
The distribution of UGC across the
Web
Web most often refers to:
* Spider web, a silken structure created by the animal
* World Wide Web or the Web, an Internet-based hypertext system
Web, WEB, or the Web may also refer to:
Computing
* WEB, a literate programming system created by ...
provides a high volume data source that is accessible for
analysis
Analysis ( : analyses) is the process of breaking a complex topic or substance into smaller parts in order to gain a better understanding of it. The technique has been applied in the study of mathematics and logic since before Aristotle (3 ...
, and offers utility in enhancing the experiences of
end user
In product development, an end user (sometimes end-user) is a person who ultimately uses or is intended to ultimately use a product. The end user stands in contrast to users who support or maintain the product, such as sysops, system administrato ...
s.
Social science
Social science is one of the branches of science, devoted to the study of societies and the relationships among individuals within those societies. The term was formerly used to refer to the field of sociology, the original "science of s ...
research can benefit from having access to the opinions of a population of users, and use this data to make inferences about their traits. Applications in
information technology
Information technology (IT) is the use of computers to create, process, store, retrieve, and exchange all kinds of data . and information. IT forms part of information and communications technology (ICT). An information technology syste ...
seek to
mine end user data to support and improve machine-based processes, such as
information retrieval and
recommendation. However, processing the high volumes of data offered by UGC necessitate the ability to automatically sort and filter these data points according to their value.
Determining the value of user contributions for assessment and ranking can be difficult due to the variation in the quality and structure of this data. The quality and structure of the data provided by UGC is application-dependent, and can include items such as tags, reviews, or comments that may or may not be accompanied by useful
metadata. Additionally, the value of this data depends on the specific task for which it will be utilized and the available features of the application domain. Value can ultimately be defined and assessed according to whether the application will provide service to a crowd of humans, a single end user, or a platform designer.
The variation of data and specificity of value has resulted in various approaches and methods for assessing and ranking UGC. The performance of each method essentially depends on the
features and metrics that are available for analysis. Consequently, it is critical to have an understanding of the task objective and its relation to how the data is collected, structured, and represented in order to choose the most appropriate approach to utilizing it. The methods of assessment and ranking can be categorized into two classes: human-centered and machine-centered. Methods emphasizing human-centered utility consider the ranking and assessment problem in terms of the users and their interactions with the system, whereas the machine-centered method considers the problem in terms of
machine learning
Machine learning (ML) is a field of inquiry devoted to understanding and building methods that 'learn', that is, methods that leverage data to improve performance on some set of tasks. It is seen as a part of artificial intelligence.
Machine ...
and
computation
Computation is any type of arithmetic or non-arithmetic calculation that follows a well-defined model (e.g., an algorithm).
Mechanical or electronic devices (or, historically, people) that perform computations are known as ''computers''. An esp ...
. The various methods of assessment and ranking can be classified into one of four approaches: community-based, user-based, designer-based, and hybrid.
* Community-based approaches rely on establishing ground truth based on the
wisdom of the crowd
The wisdom of the crowd is the collective opinion of a diverse independent group of individuals rather than that of a single expert. This process, while not new to the Information Age, has been pushed into the mainstream spotlight by social infor ...
regarding the content of interest. The assessments provided by the community of end users is utilized to directly rank content within the system in human-centered methods. The machine-centered method applies these community judgments in training algorithms to automatically assess and rank UGC.
* User-based approaches emphasize the differences between individual users so that ranking and assessment can interactively adapt or be personalized given the particular requirements of each user. The human-centered approach accentuates interactive
interfaces
Interface or interfacing may refer to:
Academic journals
* ''Interface'' (journal), by the Electrochemical Society
* '' Interface, Journal of Applied Linguistics'', now merged with ''ITL International Journal of Applied Linguistics''
* '' Int ...
where the user can define and redefine their preferences as their interests shift. On the other hand, machine-centered approaches model the individual user according to explicit and implicit knowledge that is gathered through system interactions.
* Designer-based approaches primarily use machine-centered methods to essentially maximize the diversity of content presented to users in order to avoid constraining the space of topic selections or perspectives. The diversity of content can be assessed with respect to various dimensions, such as authorship, topics, sentiments, and named entities.
* Hybrid approaches seek to combine methods from the various frameworks in order to develop a more robust approach for assessing and ranking UGC. Approaches are most often combined in one of two ways: the crowd-based approach is often used to identify
hyperlocal
Hyperlocal is information oriented around a well-defined community with its primary focus directed toward the concerns of the population in that community. The term can be used as a noun in isolation or as a modifier of some other term (e.g. new ...
content for a user-based approach, or a user-based approach is used to maintain the intent of a designer-based approach.
;Key concepts:
# contribution is by users of a product rather than the firm
# creative in nature and adds something new
# posted online and generally accessible.
Types
There are many types of user-generated content:
Internet forum
An Internet forum, or message board, is an online discussion site where people can hold conversations in the form of posted messages. They differ from chat rooms in that messages are often longer than one line of text, and are at least tempora ...
s, where people talk about different topics;
blog
A blog (a Clipping (morphology), truncation of "weblog") is a discussion or informational website published on the World Wide Web consisting of discrete, often informal diary-style text entries (posts). Posts are typically displayed in Reverse ...
s are services where users can post about many topics,
product reviews on a supplier website or in social media;
wikis such as
Wikipedia
Wikipedia is a multilingual free online encyclopedia written and maintained by a community of volunteers, known as Wikipedians, through open collaboration and using a wiki-based editing system. Wikipedia is the largest and most-read refer ...
and
Wikia allow users, sometimes including anonymous users, to edit the content. Another type of user-generated content are
social networking site
A social networking service or SNS (sometimes called a social networking site) is an online platform which people use to build social networks or social relationships with other people who share similar personal or career content, interests, act ...
s like
Facebook
Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dust ...
,
Instagram
Instagram is a photo and video sharing social networking service owned by American company Meta Platforms. The app allows users to upload media that can be edited with filters and organized by hashtags and geographical tagging. Posts can ...
,
Tumblr
Tumblr (stylized as tumblr; pronounced "tumbler") is an American microblogging and social networking website founded by David Karp in 2007 and currently owned by Automattic. The service allows users to post multimedia and other content to ...
,
Twitter
Twitter is an online social media and social networking service owned and operated by American company Twitter, Inc., on which users post and interact with 280-character-long messages known as "tweets". Registered users can post, like, and ...
,
Snapchat,
Twitch,
TikTok
TikTok, known in China as Douyin (), is a short-form video hosting service owned by the Chinese company ByteDance. It hosts user-submitted videos, which can range in duration from 15 seconds to 10 minutes.
TikTok is an international version o ...
or
VK, where users interact with other people via chatting, writing messages, posting images or links, and sharing content. Media hosting sites such as
YouTube
YouTube is a global online video sharing and social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google, and is the second mo ...
allow users to post content. Some forms of user-generated content, such as a social commentary blog, can be considered as a form of
citizen journalism.
Blogs
Blogs are websites created by individuals, groups, and associations. They mostly consist of journal-style text and enable interaction between a blogger and reader in the form of online comments. Self-hosted blogs can be created by professional entities such as entrepreneurs and small businesses. Blog hosting platforms include
WordPress
WordPress (WP or WordPress.org) is a free and open-source content management system (CMS) written in hypertext preprocessor language and paired with a MySQL or MariaDB database with supported HTTPS. Features include a plugin architectu ...
,
Blogger, and
Medium
Medium may refer to:
Science and technology
Aviation
* Medium bomber, a class of war plane
* Tecma Medium, a French hang glider design
Communication
* Media (communication), tools used to store and deliver information or data
* Medium ...
;
Typepad is often used by media companies;
Weebly is geared for
online shopping
Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser or a mobile app. Consumers find a product of interest by visiting the website of t ...
.
Social networking blogging platforms include Tumblr,
LiveJournal, and
Sina Weibo
Sina Weibo (新浪微博) is a Chinese microblogging (weibo) website. Launched by Sina Corporation on 14 August 2009, it is one of the biggest social media platforms in China, with over 582 million monthly active users (252 million daily ac ...
. Among the many blogs on the web,
Boing Boing is a group blog with themes including
technology
Technology is the application of knowledge to reach practical goals in a specifiable and reproducible way. The word ''technology'' may also mean the product of such an endeavor. The use of technology is widely prevalent in medicine, scien ...
and
science fiction
Science fiction (sometimes shortened to Sci-Fi or SF) is a genre of speculative fiction which typically deals with imaginative and futuristic concepts such as advanced science and technology, space exploration, time travel, parallel uni ...
;
HuffPost
''HuffPost'' (formerly ''The Huffington Post'' until 2017 and sometimes abbreviated ''HuffPo'') is an American progressive news website, with localized and international editions. The site offers news, satire, blogs, and original content, and ...
blogs include opinions on subjects such as politics, entertainment, and technology. There are also travel blogs such as
Head for Points, Adventurous Kate, and an early form of
The Points Guy.
Websites
Entertainment social media and information sharing websites include
Reddit
Reddit (; stylized in all lowercase as reddit) is an American social news aggregation, content rating, and discussion website. Registered users (commonly referred to as "Redditors") submit content to the site such as links, text posts, imag ...
,
9Gag,
4chan,
Upworthy and
Newgrounds. Sites like 9Gag allow users to create memes and quick video clips. Sites like Tech in Asia and
Buzzfeed engage readers with professional communities by posting articles with user-generated comment sections. Other websites include
fanfiction sites such as
FanFiction.Net
FanFiction.Net (often abbreviated as FF.net or FFN) is an automated fan fiction archive site. It was founded on October 15, 1998, by Los Angeles computer programmer Xing Li, who also runs the site. It has over 12 million registered users and hos ...
;
imageboards; artwork communities like
DeviantArt; mobile photos and video sharing sites such as
Picasa
Picasa was a cross-platform image organizer and image viewer for organizing and editing digital photos, integrated with a now defunct photo-sharing website, originally created by a company named Lifescape (which at that time was incubated by I ...
and
Flickr; audio social networks such as
SoundCloud
SoundCloud is an online audio distribution platform and music sharing website that enables its users to upload, promote, and share audio. Founded in 2007 by Alexander Ljung and Eric Wahlforss, SoundCloud is one of the largest music streaming se ...
;
crowd funding or
crowdsourcing sites like
Kickstarter,
Indiegogo, and
ArtistShare; and customer
review site
A review site is a website on which reviews can be posted about people, businesses, products, or services. These sites may use Web 2.0 techniques to gather reviews from site users or may employ professional writers to author reviews on the topic ...
s such as
Yelp.
After launching in the mid-2000s, major UGC-based adult websites like
Pornhub,
YouPorn and
xHamster and became the dominant mode of consumption and distribution of pornographic content on the internet. The appearance of pornographic content on sites like Wikipedia and Tumblr led moderators and site owners to institute stricter limits on uploads.
The travel industry, in particular, has begun utilizing user-generated content to show authentic traveler experiences. Travel-related companies such as The Millennial, Gen Z, and Busabout relaunched their websites featuring UGC images and social content by their customers posted in real time.
TripAdvisor includes reviews and recommendations by travelers about hotels, restaurants, and activities.
The restaurant industry has also been altered by a review system the places more emphasis on online reviews and content from peers than traditional media reviews. In 2011
Yelp contained 70% of reviews for restaurants in the Seattle area compared to ''
Food & Wine'' Magazine containing less than 5 percent.
Video games
Video game
Video games, also known as computer games, are electronic games that involves interaction with a user interface or input device such as a joystick, controller, keyboard, or motion sensing device to generate visual feedback. This feedba ...
s can have
fan-made content in the form of
mods,
fan patches,
fan translations or
server emulators. Some games come with
level editor programs to aid in their creation. A few
massively multiplayer online games including ''
Star Trek Online'', ''
Dota 2'', and ''
EverQuest 2
''EverQuest II'' is a 3D fantasy massively multiplayer online role-playing game (MMORPG) originally developed and published by Sony Online Entertainment for Microsoft Windows PCs and released in November 2004. It is the sequel to the original ...
'' have UGC systems integrated into the game itself.
A
metaverse
In science fiction, the "metaverse" is a hypothetical iteration of the Internet as a single, universal, and immersive virtual world that is facilitated by the use of virtual reality (VR) and augmented reality (AR) headsets. In colloquial usa ...
can be a user-generated world, such as ''
Second Life
''Second Life'' is an online multimedia platform that allows people to create an avatar for themselves and then interact with other users and user created content within a multi player online virtual world. Developed and owned by the San Fr ...
''. ''Second Life'' is a 3-D virtual world which provides its users with tools to modify the game world and participate in an economy, trading user content created via online creation for virtual currency.
Advertising
A popular use of UGC involves collaboration between a brand and a user. An example is the "Elf Yourself" videos by Jib Jab that come back every year around Christmas. The Jib Jab website lets people use their photos of friends and family that they have uploaded to make a holiday video to share across the internet. You cut and paste the faces of the people in the pictures to animated dancing elves.
Some brands are also using UGC images to boost the performance of their paid social ads. For example, Toyota leveraged UGC for their "Feeling the Streets" Facebook ad campaign and were able to increase their total ad engagement by 440%.
Retailers
Some bargain hunting websites feature user-generated content, such as
eBay
eBay Inc. ( ) is an American multinational e-commerce company based in San Jose, California, that facilitates consumer-to-consumer and business-to-consumer sales through its website. eBay was founded by Pierre Omidyar in 1995 and became ...
,
Dealsplus, and
FatWallet which allow users to post, discuss, and control which bargains get promoted within the community. Because of the dependency of social interaction, these sites fall into the category of
social commerce.
Educational
Wikipedia
Wikipedia is a multilingual free online encyclopedia written and maintained by a community of volunteers, known as Wikipedians, through open collaboration and using a wiki-based editing system. Wikipedia is the largest and most-read refer ...
, a free encyclopedia, is one of the largest user-generated content databases in the world. Platforms such as
YouTube
YouTube is a global online video sharing and social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google, and is the second mo ...
have frequently been used as an instructional aide. Organizations such as the
Khan Academy
Khan Academy is an American non-profit educational organization created in 2008 by Sal Khan. Its goal is creating a set of online tools that help educate students. The organization produces short lessons in the form of videos. Its website also i ...
and the
Green brothers have used the platform to upload series of videos on topics such as math, science, and history to help aid viewers master or better understand the basics. Educational
podcast
A podcast is a program made available in digital format for download over the Internet. For example, an episodic series of digital audio or video files that a user can download to a personal device to listen to at a time of their choosin ...
s have also helped in teaching through an audio platform. Personal websites and messaging systems like Yahoo Messenger have also been used to transmit user-generated educational content. There have also been web forums where users give advice to each other.
Students can also manipulate digital images or video clips to their advantage and tag them with easy to find keywords then share them to friends and family worldwide. The category of "student performance content" has risen in the form of discussion boards and chat logs. Students could write reflective journals and diaries that may help others. The websites
SparkNotes and
Shmoop
Shmoop University Inc. (popularly known as Shmoop) is a for-profit online educational technology company that specializes in test preparation materials, mental health tools, and learning content for K-12 schools. Shmoop offers free study guide ...
are used to summarize and analyze books so that they are more accessible to the reader.
Photo sharing
Photo sharing websites are another popular form of UGC.
Flickr is a site in which users are able to upload personal photos they have taken and label them in regards to their "motivation".
Flickr not only hosts images but makes them publicly available for reuse and reuse with modification.
Instagram
Instagram is a photo and video sharing social networking service owned by American company Meta Platforms. The app allows users to upload media that can be edited with filters and organized by hashtags and geographical tagging. Posts can ...
is a social media platform that allows users to edit, upload and include location information with photos they post.
Panoramio.com and Flickr use metadata, such as GPS coordinates that allows for geographic placement of images.
Video sharing
Video sharing websites are another popular form of UGC.
YouTube
YouTube is a global online video sharing and social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google, and is the second mo ...
and
TikTok
TikTok, known in China as Douyin (), is a short-form video hosting service owned by the Chinese company ByteDance. It hosts user-submitted videos, which can range in duration from 15 seconds to 10 minutes.
TikTok is an international version o ...
allow users to create and upload videos.
Effect on journalism
The incorporation of user-generated content into mainstream
journalism
Journalism is the production and distribution of reports on the interaction of events, facts, ideas, and people that are the " news of the day" and that informs society to at least some degree. The word, a noun, applies to the occupation (p ...
outlets is considered to have begun in 2005 with the
BBC's #REDIRECT BBC #REDIRECT BBC
Here i going to introduce about the best teacher of my life b BALAJI sir. He is the precious gift that I got befor 2yrs . How has helped and thought all the concept and made my success in the 10th board exam. ...
...
creation of a user-generated content team, which was expanded and made permanent in the wake of the
.
The incorporation of Web 2.0 technologies into news websites allowed user-generated content online to move from more social platforms such as
, into the mainstream of online journalism, in the form of comments on news articles written by professional journalists, but also through surveys, content sharing, and other forms of citizen journalism.
Since the mid-2000s, journalists and publishers have had to consider the effects that user-generated content has had on how news gets published, read, and shared. A 2016 study on publisher business models suggests that readers of online news sources value articles written both by professional journalists, as well as users—provided that those users are experts in a field relevant to the content that they create. In response to this, it is suggested that online news sites must consider themselves not only a source for articles and other types of journalism but also a platform for engagement and feedback from their communities. The ongoing engagement with a news site that is possible due to the interactive nature of user-generated content is considered a source of sustainable revenue for publishers of online journalism going forward.
, as news shifts to a digital space. This form of
can include using user content to support claims, using social media platforms to contact witnesses and obtain relevant images and videos for articles.
The use of user-generated content has been prominent in the efforts of marketing online, especially among millennials. A good reason for this may be that 86% of consumers say authenticity is important when deciding which brands they support, and 60% believe user-generated content is not only the most authentic form of content, but also the most influential when making purchasing decisions.
An increasing number of companies have been employing UGC techniques into their marketing efforts, such as
with their "White Cup Contest" campaign where customers competed to create the best doodle on their cups.
The effectiveness of UGC in marketing has been shown to be significant as well. For instance, the "
campaign in which customers uploaded images of themselves with bottles to social media attributed to a two percent increase in revenue. Of millennials, UGC can influence purchase decisions up to fifty-nine percent of the time, and eighty-four percent say that UGC on company websites has at least some influence on what they buy, typically in a positive way. As a whole, consumers place peer recommendations and reviews above those of professionals.
User-generated content used in a marketing context has been known to help brands in numerous ways.
* It encourages more engagement with its users, and doubles the likeliness that the content will be shared.
* It builds trust with consumers. With a majority of consumers trusting UGC over brand provided information,
UGC can allow for better brand-consumer relationships.
* It provides SEO Value for brands. This in turn means more traffic is driven to the brands websites and that more content is linked back to the website.
* It reassures purchase decisions which will keep customers shopping. With UGC, the conversion rate increases by as much as 4.6%.
* It increases follower count on various social media platforms.
* It helps integration with traditional marketing/promotional techniques which in turn drives more conversions for the companies.
* It helps in increasing profit with significant reduction in costs for the company.
* It typically low cost promotion since content given by free for firm's customers.
User-generated Content Facts & Statistics
* 86% of companies leverage UGC in their marketing techniques
* 92% of potential customers seek reviews from existing customers
* 64% of customers look for reviews, and ratings before they start their checkout process.
* 90% of brands have seen an evident increase in their click-through rates using UGC in their ads.
* Keeping your emails authentic and genuine can help increase the click-through rate by 73%.
* 35% of Gen Z trusts UGC
*74% increase is found in conversion rates simply because of UGC used in the product pages.
There are many opportunities in user-generated content. The advantage of UGC is that it is a quick, easy way to reach the masses. Here are some examples:
* The companies could use social media for branding, and set up contests for the audience to submit their own creations.
* The consumers and general audience members like to engage. Some have used a storytelling platform to both share and converse with others.
* To raise awareness, whether it be for an organization, company, or event.
*Reviews play a major role in a customers decision making.
* Gain perspectives from members that one wouldn't otherwise get to engage with.
* Personalization of the content put out; 71% of consumers like personalized ads.
* Encouraging participation can be weakened by company claims to owning this content.