It’s almost every other week now that someone tells you that user-generated content is dead.
You hear it from everyone these days, from creative directors and strat planners to the professional marketing bloggers who just discovered YouTube last Tuesday.
To be honest, I’m not surprised.
Step aside, amateurs, the experts are back! It’s time the professionals show us how its done!
Bullshit, I say.
Bullshit, because you know and I know that what is amateur and what is professional is entirely up to you and me.
Bullshit, because people will still be uploading their mobile phone videos, fan-fiction, art, secrets, love poems, short stories, porn, graffiti, cartoon strips, photography etc for many years to come and you and I will continue to find it interesting for the simple fact that it is theirs, not ours.
Bullshit, because teh Internets is more peer-to-peer than ever (dawg, that rhymes) and people know how to aggregate their consumption of information…and Big Brands always have to play catch up.
Sure, professional YouTube videos are on the way up (it’s been discussed at international conferences, see) and artwork from The One Show is more cerebral than artwork on The Onion (actually, I don’t think so) but who’s to say what’s dead until it’s really dead?
Who’s to say that less money will made by the Average Joe because the Real Pros are showing them how it’s done? You? Me?
Bullshit. Not even close. No cigars.
So, while people are out there telling us what’s going to die next and when, let’s watch some more cool user-generated content!