Despite concerns around the authenticity and quality of content, Scoopshot found that 80% of newspaper editors regularly use UGC and 76% are planning to make greater use of it.
The poll of national and regional newspaper editors found that the main reason for using UGC is to foster greater reader engagement and loyalty. More than a third (37%) cited this as a top reason for using UGC. The ability to differentiate with unique content was also viewed as important by 28% of editors. One in four (26%) recognised that hyperlocal news coverage can be enhanced with UGC while just one in ten (9%) editors admitted to using UGC to reduce content creation costs.
Although an overwhelming majority (85%) of editors believe that UGC adds value to news reports, four out of five (81%) are concerned by the authenticity of UGC and how to verify whether it is genuine. One in two (50%) editors have concerns over the quality of UGC, with some fearing that photo or video quality may not match that of professional photographers. Legal issues concerning the infringement of intellectual property rights are also a source of anxiety for 44% of editors.
Despite agreeing that UGC can add value and increase reader engagement, just a third (35%) of editors think that content creators should be paid for their work. More than half (54%) of editors said that UGC should never be paid for, with a further 11% saying that it depends on what the content is, how it was sourced, and where it will be used.
Photography topped the list as the most frequently used form of UGC, with 35% of editors regularly publishing images sent in by readers or sourced via social network. Just 16% of editors regularly use user generated video content. 29% of editors turn to readers for news story tips on a regular basis.
“Although the value of user generated content is well understood, our research suggests that some newspaper editors remain hesitant before publishing it,” said Petri Rahja, COO, Scoopshot. “Concerns persist over how to authenticate pictures and videos properly, and avoid getting into hot water by accidentally infringing someone’s rights. Yet, despite this most editors expect use of UGC to grow, as new ways are sought to differentiate from the competition and strengthen reader loyalty.”
“Increasingly, we’re finding that building deeper engagement with readers is a top priority for editors looking to combat declining circulation figures and bolster advertising revenues,” added Rahja. “Encouraging readers to submit content and publishing this regularly is proving to be a very effective strategy for papers around the world to boost both reader engagement and loyalty. One newspaper that’s using our crowdsourcing network, Metro Netherlands, is now aiming to source around 50% of all published pictures from citizen photographers.”
About the research
Scoopshot commissioned the World Association of Newspapers and News Publishers (WAN-IFRA) to poll its members in August 2012. Responses were gained from 26 editors and editor-in-chiefs.
About Scoopshot
Scoopshot says: “Scoopshot is a content sourcing service that connects the mobile photographer community with the international news media. Based in Helsinki, Finland, the service made a global launch in late 2011 and now boasts a user base of over 120,000 mobile photographers in 165 countries. The service is currently being used by approximately 50 media publications around the world. Using the Scoopshot service, publishers can use UGC content and greatly reduce the risk of copyrights infringement or un-authentic content and enable the payment for the image rights in an easy to use ecosystem.”
