2016 is the year of user-generated marketing. The success of the campaign Gatorade ran with Snapchat during this year's Super Bowl which saw over 165 million views has grabbed the attention of most brands who are desperate for effective marketing solutions on mobile. But what's at risk for brands? With SnapChat, they have absolutely no control over what consumers will shoot and share with their brand assets now incorporated directly into consumer's videos. Vivoom offers the power of user-generated marketing but with the universal access and moderation brands require. This slideshare includes data from the analysis of over 4,000 user-generated videos where more than 6% were flagged by brands as inappropriate or off-brand.

1. Unlocking the Full Potential of
User-Generated Marketing
While Maintaining Brand Safety

2. User-Generated Marketing enables
brands to tap into the reach of their
audience by enabling consumers to
create branded content that is
shared to their own friends and
followers, magnifying brand reach in
huge ways.
What is
User-Generated
1
Marketing

3. Gatorade’s use of a branded
filter during this year’s Super
Bowl attracted 165,000,000
peer-to-peer views.
2
Brands Are Starting to See the
Massive Power
of User-Generated Marketing
165,000,000

4. The sky is the limit,
but what’s the risk
for brands?

5. User-Generated Videos
Were Analyzed.
Findings of an analysis of
4
User-Generated
Videos
To understand some of the common drawbacks of undertaking a user-generated
marketing campaign
4,000+
of All User-Generated Videos Were
Flagged by Brands as
Inappropriate or Simply Off-Brand.
6.6%

6. 5
For Gatorade, if that 6.6% held true, then nearly
10,000,000
impressions of inappropriate and/or off-brand
content were seen, and Gatorade had
Absolutely Is your brand ready for that
kind of risk?
No Control

7. Of the 6.6% of videos
deemed problematic, these
issues were found...

8. 7
Inappropriate Content
Profanity, nudity, hate speech, etc.
Age Gender Campaign Category
Women (56%) were more
likely to produce this form
of content than men (44%).
People aged 25-34
produced 49% of the
inappropriate content.
(It isn’t just the teens!)
In the entertainment industry,
52% of all problematic videos
were inappropriate.
21%Were deemed inappropriate
or objectionable
56%
44%
Age 25-34
49%
Age 35+Age 24-

9. 8
Off-Brand ( )
Creation of content that isn’t in keeping with a
brand’s image or campaign objectives
43%Were considered
off-brand
The most common reason for brands
rejecting user-generated videos.
Age Gender Campaign Category
Men (65%) were more likely
than women (35%) to
produce off-brand content.
40% of the total off-
brand content came
from people aged 25-34.
The consumer packaged goods
(CPG) category found 77% of all
problematic videos were off-brand.
Age 25-34
40%
Age 35+Age 24-
65%
35%

10. 9
Copyright ( )
Violation
Incorporates content that is owned by another entity
(e.g., a musician, artist, or another brand)
28%Contained copyright violations
The second most common cause
for a brand’s moderation of UGC.
Age Gender
5x more women (84%)
created this form of content
in comparison to men (16%).
People aged 13-17
(38%) made the highest
number of copyright
violation videos.
84%
16%
Age 13-17
38%
Age 35+Age 25-34

11. 10
Unapproved
Participants
When a user-generated video indictated a
person’s age as under 13 (if a brand was
unable to establish the consent of a parent or guardian)
8%Included unapproved
participants
Age Campaign Category
Of all videos created by
13-17 year olds, 11%
are unapproved.
48% of all user-generated
marketing videos containing
unapproved participants related to
fashion industry campaigns.
Age 13-17
11%
Age 35+Age 25-34
Is your brand ready to handle
the legal exposure and
reputational risk?

12. .
11
Consumer Backlash
The interruptive advertising model is facing a
1 - IAB/Nielsen
2 - Millward Brown
of consumer screen time is spent on mobile
which is a vital platform for both consumers
and brands.1
52%
Viewers despise interruptive ads 8x more on
mobile than on TV.2
8x

13. User-Generated
Marketing is...
Less likely to be forgotten.
35%
More reliable.
3X
More influential on purchase intent
vs. traditional advertising.
20%
12
Source: IPSOS

14. 13
User-Generated Marketing that is designed for brands
Brand safe, and
universally accessible
100%
Highest
Quality
Access Anywhere
Brand’s own app Branded mobile web Brand’s own chatbot

15. Keep control of your brand’s reputation and manage legal risks, while
harnessing the power of user-generated marketing across all platforms.
Vivoom removes the risk of unsafe content, as...
14
100% Brand Safe
Videos can be flagged and pulled down instantly,
regardless of where they were shared
Even though videos play
normally on Facebook,
Twitter or wherever they are
shared, the videos are
actually hosted by Vivoom
and can be removed
instantly.
Content is subject to two types of
moderation according to the
preferences of the brand:
Strict
All content is reviewed
before publication.
Standard
Content can be taken
down after it is shared.

16. with
• Your audience can access Vivoom from
anywhere (versus being limited to any one
social platform) including from your own app or
social channels — no app download required!
• Videos are created with captivating branded
filters, consumers then share to their friends and
followers anywhere they choose
• Brands can flag and pull down content instantly
regardless of where it is shared
• Brands retain full republishing rights and can
republish anywhere in real-time
• Brands can view real-time reports on all activity
Add the power of branded filters to your own app,
mobile web experience or chatbot while
maintaining complete control:
15

17. www.vivoom.co