How do teams source user-generated video?
We have a small creative team, but the demand for video content is increasing all the time. To combat that, we have tried to move toward user-generated content and gather video from alumni and students. These attempts have been unsuccessful and I can’t tell if it’s the tools we are using, or the lack of buy-in, or something else. So how are other institutions incorporating user-generated video content successfully to alleviate the demands on a small creative team?
Oh, I can imagine the challenge.
Generating content is hard work. Asking your students and alumni to make content is a tall order for them too.
So the shift is this: Don’t ask people to make content for you. Insert yourself into what they’re already making.
Here are some things to try:
Make it someone’s job. Hire student workers or interns and give them a phone with a good camera.
Look for what they’re already posting. Your students are posting every day. When you see something great, ask if they’re willing to share the original.
Tie it to moments. For big campus events or traditions, ask your audience to share their experiences of the day. A defined window makes it easier to participate and easier to manage.
Hand out disposable cameras. Develop the film, and use the authentic photography in your materials and posts. This is a really cute example. The nostalgic element, the click and whirr, the film counter actually makes it irresistible. Make sure it’s really, really easy to return the camera, or they won’t.
Set up on-campus photo booths. Who doesn’t love packing into a booth and taking silly pictures?! Again, irresistible.
Set up a mic on campus with a simple prompt. I love this one from Samford University.
Collect content in sprints. Invent and promote a campus-wide video day, and staff at designated spots to receive content through AirDrop.
Repurpose! Your content doesn’t have to be new every time. One long video becomes many short ones. One testimonial becomes a themed series.
Animate. You may not always get video, but you can still make video out of audio or text if you have access to animators or a really good AI tool. Back in the day, I used Videoscribe.
At the core, gathering user-generated content is about removing friction.
Make it easy to contribute. Make it natural to capture. Meet people in moments they already want to share.
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