Moontoast and VideoGenie are teaming up to create a video ad unit for Facebook that will make it possible for "brand advocates" to record and submit their own user-generated videos straight to the Facebook News Feed. Let's say Red Bull sends out the video ad unit to their fans, and the fans record a testimonial within that ad unit for their favorite energy drink. You can then share it to your feed and to Red Bull's feed (should they accept it). If your submission is approved, your ad unit could become a sponsored post, people like and share it, and your video can be shared anywhere Red Bull decides to share the ad unit, just like any Facebook News Feed ad.
User-Generated Content Straight to the Facebook News Feed
This new feature will be an integration of Moontoast's social rich media ad units and VideoGenie's capabilities for capturing and managing UGC. What happens is a brand will put out a request for fans to create videos, asking for people to send in their testimonials. All of those videos that get passed around by your friends and family will have a rich media aspect to it that will allow them to click on an icon and record their own videos. It's sort of like "viral recording." Not happy with what you did or said? You can re-record it until you're happy with it and ready to send it out.
The idea behind this comes from the study from Nielsen's Global Trust in Advertising that says 92 percent of consumers trust their friends and family when it comes to brand recommendations. Your friends and family are probably more likely to watch a video ad of you being a goofball, championing a product, than some strange actor doing the same thing. And if you happen to do something extraordinary, who knows what might happen? You could be discovered as a viral video genius and your ad could get passed around as the "representative" of that brand.
This is sort of how it will look like:
I usually don't report on stuff like this, mainly because a lot of news I get about new "apps" or "features" on social media either don't have anything to do with video, or they have something to do with video but they're not doing anything particularly newsworthy. Here, at least, there's a call to creativity, despite my own reservations about how it will be used by some people. This further blurs the line between consumer and brand, brands and producers. I'm both curious and afraid of what it might mean! But I'm sure some people will have fun with it, and who knows, maybe something cool will come out of it.
For more info, see the Video Genie blog.