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  • Reliability of brands: Advertising vs. consumer opinions

    22 March, 2018

    What do users trust more when it comes to choosing one brand or another? The answer is clear: users consider more reliable the opinions that other consumers have about the specific products or services. That’s why influencers are so successful, due to the fact that their opinions are given an authenticity with which traditional advertisements cannot compete.

    The only problem is that brands must learn to take advantage of this and this is where User Generated Content is particularly relevant. Many brands are beginning to invest in the comments of their users to the detriment of advertising to improve their impact and increase confidence in new customers.

    ADVANTAGES

    OF THE PUBLICITY OF THE UGC
    Reach a larger audience more quickly Users perceive the content created by themselves more reliably
    It is more effective, it stays more easily in the memory of users In the end, it is a much more lasting exposure in time
    Increase awareness of the brand more directly Needs less investment than traditional advertising

     

    DISADVANTAGES

    OF THE PUBLICITY OF THE UGC
    It can saturate consumers It risks influencing negatively such as covert advertising or false news.
    You need a broader budget You can saturate because it appears in places like, for example, social networks where you see too much business content

     

    TIPS TO ENHANCE PARTICIPATION

    – Propicia los call-to-action. Que las acciones que tengan que llevar a cabo los usuarios ya sea subir una foto o un vídeo quede totalmente claro y sea un requerimiento para conseguir algo.

    – Escucha a la audiencia. Analiza en qué podrían estar interesados en participar.

    – Potencia la participación. dándole la máxima visibilidad a las fotos o vídeos que realicen.

    – Mantén un feedback con los usuarios. Una vez alcanzado el user generated content, se crea una comunidad con la que estar en contacto y realizar más acciones.

     

    EXAMPLES OF BRANDS THAT HAS USED USER GENERATED

    1. LEGO

    This is one of the brands that gets the most content that is generated by users. He became lovemark from the premiere of the film and works very thoroughly on social networks, where he shares tutorials and mini-films. And in some are the consumers themselves, as in this case:

     

    2. Netflix

    He took advantage of the fact that the application fell and made a mashup of all the reactions that users had in social networks:

     

    3. Go-Pro

    It is one of the brands that has made fans become content creators thanks to the type of product, and they upload videos to the Internet, which often become viral:


     

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