1 Concept description
UGC: Abbreviation for User-generated Content, user-generated content. Also known as UCC.
PGC: Acronym for Professionally-generated Content, professionally produced content. Also known as PCC.
PGC sometimes generally refers to the content of personalization, diversification of perspectives, democratization of communication, and virtualization of social relations.
OGC: Occupationally-generated Content, brand production content.
2. How to create
2.1 The main body of UGC is the content created by ordinary users , that is, ordinary users of a certain platform. The concept originated from the Internet social platform, which reflects a relationship between users and the platform. The platform provides functions, and general users can publish and disseminate their own UGC for other users to see through the platform. By giving the right to speak and platform functions, the platform allows ordinary users to independently create content and increase the activity of the platform, so that the platform becomes bigger and bigger and attracts more users.
However, it is not enough for the platform to have a large number of users, it must retain a large number of users. From "pull" to "retain", a lot of high-quality content is needed. And UGC alone is not enough. More professional, more credible, and more valuable content is needed. This is PGC.
Regarding the content production method of UGC, users only have the right to create, and the data is stored on the content service platform. The platform has data usage rules and ownership. This type of data can only be displayed on specific platforms and applications, such as Douyin and Moments. , The content of Zhihu is only valid on the attribution platform, so how to make the data capitalized and cross-platform? In order to obtain traffic and avoid risks, the current platforms often use recommendation algorithms with thousands of faces, in short, they seek advantages and avoid disadvantages.
2.2 The content of PGC is more professional than UGC ! major! The main body of PGC creation is a public opinion leader with professional knowledge, qualifications in content-related fields, and certain authority. If UGC is a general user, then PGC is a professional user. This is the difference between PGC & UGC.
It's not that UGC doesn't have high-quality content, it's just uneven, and PGC is inferior content that is eliminated from the root (the communicator). To obtain high-quality content from UGC, screening may be required.
To "retain" customers, you must use PGC, not UGC. UGC reflects the magnitude of the active user base of the platform, but PGC reflects the content quality and core value of the platform.
2.3 The content of OGC has two main bodies. One type of people is new media practitioners, news background workers, and media industry personnel; the second type of people is elites, specialties, and professionals in certain industries, just like PGC. (There is no complete boundary between 1 and 2. Some media workers are also good at a certain field, but they specialize in technology, which cannot reach the level of the second type of people I mentioned; some industry elites also understand media, but they are not as professional , full-time media workers, not up to the level of a class of people I mentioned)
Of course, there are also a small number of people who have both I and II, but such compound talents are scarce. The difference between OGC creation subject and PGC lies in whether it is purposeful and profitable . PGC is more about the satisfaction of personal interests and personal expression needs, which is the motivation for creation. With OGC, getting paid is their motivation.
UGC cannot be transformed into OGC, because no one will pay for inferior content, and its essence is the specificity, knowledge, and value of the content.
3. The relationship between the three
UGC is an Internet concept that focuses on platform functions. When a platform refers to UGC, it means that the function is activated so that users can independently create and submit content to be published and disseminated on the platform.
The PGC is a concept for dividing content. Refers to more professional content, high-quality content, and core value content of the platform. For example, battles such as Zhihu VS Wukong Q&A, Weishi vs Douyin will definitely compete for PGC content creators.
OGC is a concept that focuses on marketing, promotion, and marketing.
The three, in fact, can be transformed. PGC is a branch refined from UGC with the development of the Internet. Therefore, everyone must keep learning, maybe your content will be converted from UGC to PGC. If it has a certain commercial nature and is paid, maybe your content can be converted into OGC.