• by Gavin O'Malley  @mp_gavin, July 8, 2009

Over the next year, more than 40% of U.S. marketers -- twice as many as last year -- plan to solicit consumer-generated media for ad campaigns, according to a new report from Forrester Research.

Often presented in the form of contests, such campaigns "help marketers listen to and energize young users, and can even assist with traditional marketing tactics like public relations and TV advertising," according to Nate Elliott, Forrester analyst and author of the report.

Forrester, however, suggests that marketers follow some proven principals when executing such campaigns, and even curb expectations with regard to user engagement and brand lift.

To generate more video submissions, Elliott suggests that marketers remove barriers to entry, and encourage users to create a viral impact. Marketers should also look beyond the number of entries received and focus on driving broader value -- such as the total reach of the videos and their influence on marketers' target audiences.

Before deciding to run CGM video contests, marketers are first advised to consider their target audience. More than half of U.S. online users -- made up of both sexes and all age groups -- participate in online contests or sweepstakes each month. However, 18- to 24-year-olds are most likely to upload video. To be precise, 13% of users 18 to 24 report uploading online video monthly, compared to just 6% of all other online users. In other words, marketers targeting users older than 35, or those whose success will be primarily judged on the number of entries they receive, should consider running photo contests rather than video contests, according to Forrester.

To get the most from CGM video contests, marketers must tailor their strategies to specific goals. Those marketers queried by Forrester said such campaigns are most effective for: listening to consumers; energizing a base; and broad reach.

However, video contests aren't just useful for reaching "groundswell objectives," according to Elliott. "They can help marketers achieve traditional marketing goals, too." Tourism Queensland, for example, used its video contest as the center of a successful public relations strategy and estimated that the contest generated more than $70 million in publicity value.

Other suggestions for marketers planning CGM campaigns include choosing a premise that lets you reuse video submissions; initiating multichannel marketing efforts to solicit more submissions; encouraging entrants to promote contests themselves; and involving a charity or non-profit to drive greater participation and promotion.