User-generated content has become a valuable part of the web experience for millions. A recent Emarketer survey estimates that nearly 60 percent of internet users are already involved in the user-generated content trend, and that number is predicted to grow. The amount of user-created content on the web is also growing at an astounding rate. The number of user-generated content creators is now estimated at 82.5 million. This translates to 42.8 percent of internet users now sharing their thoughts and creativity online.
Despite the popularity of user-generated sites, advertisers remain hesitant. The fear of attaching their brands to unpredictable content leaves this market resource untapped. The sales potential makes the search for social media safe havens appealing to both marketers and site publishers. Once this up-and-coming media channel has been effectively balanced with editorial and vendor content, we may finally realize the full potential of this content-generation explosion.