Launching platforms for user-generated content

Field lab: Entrepreneurial and innovative ventures

This paper intends to discuss and absorb the Best Practices employed by successful User- Generated Content (UGC)1 platforms and constitute a guide on how to launch a platform without having a cyclical lack of content and users. Research shows that companies have resorted to integration with mature UGC platforms, and providing content by themselves, in an initial state. I conclude that integration possibilities should be explored when promoting a product to a broad market; providing initial content is more suitable for companies exploring niche markets; evaluate the pros and cons of two opposite launching strategies; and make marketing recommendations to follow during the launch of UGC platforms to fulfill potential market needs, while responding to business expansion opportunities.