Rahul Chopra: A User-Generated Story

With more than four hundred hours of video uploaded to YouTube every minute, user-generated online videos have become “the world’s largest natural resource.” The content ranges from newsworthy to heartwarming to laugh-out-loud hilarious. As a new generation of amateur storytellers emerges online, media companies need to learn how to work with “an audience that creates more content than they do.”

The ads we’re used to watching on TV have become the ads we skip online, and according to Rahul Chopra, the agency model is broken. When news organizations and brands integrate user-generated content, they’re able to achieve much higher engagement rates.’