Professionally generated advertising with a “user-generated” aesthetic

08Oct12

Highlighting the way advertising companies must be attentive to consumer tastes and adaptable in order to keep up with new trends in marketing, a new way of advertising has emerged with the proliferation of relatively new technologies and social networking trends. With many consumers now familiar with Facebook, Instagram, and Pinterest (among other technologies and websites), there is a new and positive response to ads that share the aesthetic of user-generated content.

Consumers are starting to share the sentiment that they do not want to be sold on something. Basically, they understand and appreciate pictures that look like they were shot with a smartphone.

“Burberry, Coach and Tiffany are some of the fashion brands that have hired a famous street-style photographer to create digital ad campaigns that get shared on Facebook and YouTube and other websites.” Some companies like Rent the Runway now feature “real women” wearing their clothes on the homepage of their websites. Many companies like Taco Bell and Rebecca Minkoff have found thrilling responses to ad campaigns using Instagram photos. Even companies using YouTube for promotional purposes are finding that videos that look more “homemade” are getting many more views than those they produce with a more professional aesthetic.

The cost of producing this professionally generated content with a user-generated aesthetic is roughly the same as the cost of producing the glossy, professional looking ads that have traditionally been employed by ad agencies. After all, companies are still hiring professional photographers and videographers to make these advertisements.

This new “craze” for ads that have a user-generated look effects ad agencies and the creative people who work for them. Advertisers must keep up with the technologies that consumers are using in order to potentially produce content using those methods. It may be interesting to see how this new appreciation for “un-professional” work affects the culture of ad agencies. What happens when a professional’s technological expertise with an expensive digital camera doesn’t matter anymore? At her next consultation, the only question she may be asked is: “Are you familiar with Instagram?”

~Senia

Article: Why Ads are Imitating the Photos in Your Smartphone

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One Response to “Professionally generated advertising with a “user-generated” aesthetic”

  1. The other day, while I was at work, my sister stole my iPad and
    tested to see if it can survive a 40 foot drop, just so she can be a youtube sensation.
    My apple ipad is now destroyed and she has 83 views.
    I know this is totally off topic but I had to share it with someone!
    http://storify.com/DanaDHenry2345/watch-it-online-nashville-season-1-episode-4-for-f


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