Audience Participation in Advertising

In the modern society, people are exposed to the enormous amount of advertising every day. Different sources estimate that the number of ads we see varies approximately from 250 to 3000 per day and above. Furthermore, consumers are aware of the fact that brands are constantly trying to sell them their products and, therefore, traditional advertisements are met with mistrust or often go unnoticed. The saturation of our everyday life with advertising means that the industry has an increasing demand for producing new, noticeable and interesting content.

The novel concept of user-generated content (UGC) provides a good solution for current market conditions. UGC is any form of content created by users and publically available to other consumers, often via social networks. The studies show that millennials trust the user-generated content 50% more than other types of media and, additionally, it proves to be 35% more memorable.

For example, Pampers launched a ‘Love, Sleep & Play’ campaign in 2013 that was majorly based on the use of UGC. This one-minute commercial consists of edited together real-life Youtube videos that show parents kissing and hugging their babies and them laughing, playing or falling asleep. Due to the use of user-generated videos, the commercial received a highly positive feedback, as the advertisement looks genuine and sincere.

By involving the audience and encouraging it to participate in advertising campaigns, the brands can create stronger consumer loyalty, higher brand-user interaction and lead to more trust towards their brands. This ultimately leads to the main goal – increase in sales.



  1. I definitely agree with how involving the audience leads to more sales and creates a trusting relationship between the business and the consumer. Another business that used to do this well was Snapple. Their commercials were completely un-staged. This was also when they used almost no preservatives and real fruit- they wanted to be seen as a completely ‘100% natural company’. This worked quite well for a while, and customers felt they could trust the company. Once they started changing the product and their marketing technique, they began to lose consumers’ trust.


  2. It is true, that engaging the audience is the key to increasing the sale. If customers will not participate, the whole campaign doesn’t make sense. As you said, industries are trying to produce new, more engaging campaigns to please their customers.


  3. I think audience involvement in advertising can hugely increase sales as it is so much more relatable. Lidl started creating advertisements last year that showed the public tasting their food compared to brands and it increased their popularity.
    I definitely agree it builds up an element of trust with the buyers and the sellers.


  4. I think audience involvement in advertisement has improve sales. It allows individuals to gain 5 seconds of fame as well as exclusivity.

    Audience participation has always worked well in ensuring a large amount of people are aware of the product as it offers the consumers something for their participation. It is also is beneficial to the companies as they can gain a lot of buzz about their products for free.


  5. I thought this was a really interesting example for how audiences contribute towards the media, advertising is hugely influential in what we do and the directions we take in our day to day lives (your statistics used were very eye opening), and works well when they consider and include audiences. I have noticed a lot of engaging advertisements, before YouTube videos etc. in which you select what ‘story’ in a particular advertisement you’d like to watch. It’s successful and will continue to be so


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