Brands have taken user-generated content too far. Brands need to realize that making consumers work hard by submitting their own content won’t work most of the time. Don’t expect me to take time out of my life to create content for you. I don’t have the time to shoot, edit, and upload a video showcasing why I love you. If it’s not something that will take minimal effort, it probably won’t be successful. Let me upload my face onto a dancing cow, or use my already existing Facebook data to create something creative like the Skittles video that had a person say one of your statuses. The moment you make it too complicated, I lose interest.
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