It is not unknown that for the past decade we have been evolving into the social media and sharing economy. Creative professionals, bloggers, large and small agencies alike are though hesitant at best to adjust and get what social content offers them in full.
5 reasons why real people content is a better deal:
1. It is local. When you are writing about UK village playgrounds, you don’t want to illustrate the post with an Austin, TX backyard version of the Six Flags (and you may well be not willing to go under the British rain to take the shot).
2. It is authentic. Really popular Instagram feeds have tens of thousands other people who see them. But with social media variety of people and choice (37 billion photos on Instagram and Flickr alone), you face a much lower chance that your brand campaign visuals look like a re-coloured version of your competitors’.
3. It is appealing to your audience. Not much more to say. People get involved with something that rings a bell to them and basically they like to see a better ‘version of themselves’, or broader – a better version of their world, – which may come off a next door Flickr album but unlikely to be hosted by the big guys.
4. It is rewarding. Well, actually it is rewarding for both sides, but we wanted to focus on the author (well, it is naturally rewarding for the buyer, because it is much much cheaper than the stock). When we are licensing images and videos from individual people, we reward them in an inimitable way, make them feel needed and valued for their talent, and generally support the social culture. The happiest e-mail we get at Lobster are from users jumping off their chair with ‘wow, somebody just bought my photo, somebody liked it and could actually do business with it!’. That said, social media users in poorer countries (often homes to rich landscapes and exotic pictures) can also make a living out a few photos per week licensed from them by western professionals.
5. It is futuristic. Philosophically speaking, the future is all about social media, interaction and online as the home for everything we do. Individual work and collaboration of remote participants and groups are becoming the new shape of the creative process. By engaging early on in the core of it, discovering social talent and learning how to cooperate with it, acquiring the best work, is essential for a forward-thinker. And excitingly – you never know what develops out of this ; )