Group-Generated Content

Theory #2 | Some of the most compelling content is made by groups.

User-generated content (UGC) platforms have historically focused on the individual, but content creation is increasingly collaborative. Each contributor can play one or more unique roles — not unlike a film crew with writers, directors, producers, and actors. Creators collaborate with each other or may even involve fans directly in the creation process.

The lines between content and communication are also being blurred. And whether you describe either as collaborative, social, interactive, multiplayer, or something else, the “user” isn’t just an individual but a group. The collective creation of a “group user” — group-generated content (GGC) — has uniquely compelling attributes for creators, consumers, & platforms.