Applications Applications How to make content marketing generated by users and succeed with your brand how to make content marketing generated by users and succeed with your brand

85% of people consider that the content generated by users (UGC) is a true einflux that the content generated by brands, and that, in addition, it offers sometimes more possibilities to make consumers.

Bazaarvoice, a technology company that provides software that allows brands and retailers to collect and show various types of content generated by the user on their electronic commerce websites, explains the reasons why the UGC is so effective.

Makes use of social test

When we are going to make a decision, we usually take into account the decisions made by other people.Suppose, for example, that we want to buy a mountain bike.As we do not know much about this type of vehicle, we prefer to read blogs, consult the reviews of other users, ask a friend to advise us or look what bicycles use our favorite influencers.In other words, we rely on the opinions of others when making a decision.

For this reason, the RopatucKernucutiliza brand photographs of real customers that dress their products both in social networks and in the advertising they show inside the stores themselves.In this way, consumers can easily be inspired and buy the looks created by other people.

People believe that a content will be more credible and reliable as many times as shared on social networks, so the effectiveness of the UGC will be greater when a publication accumulates a large amount of "likes" and shared many times.

The great utility of the social test is also evident in the marketing that the phomo (or "fear of missing something") infuses in its target audience.Why?When we see people with whom we identify or those we admire enjoying or benefiting from a product we feel the need to be part of that.

Satisfies our need for attention

Our desire for recognition is something innate, and there is no better example of this than the popularity enjoyed by selfies on social networks.We have all felt the need to show our followers that we are living something impressive.In fact, obtaining recognition is one of the main reasons why we use social networks.

When a brand that we like shares our content, as in the example Desoko Glamque is shown above, we are also faced with a form of approval, which turns out to be a great incentive and increases the probability that the consumer believes and shares more content in content inThe future (sharing UGC encourages consumers to create more UGC).

It's reciprocal

Return favors is part of the nature of the human being.This is known as reciprocity and is a powerful marketing tool.

A very simple example of reciprocity is wanting to give something to someone who has made us a gift.The same happens continuously with brands.

It is not strange, for example, that the winners of a raffle share photos of their awards as a way of expressing their gratitude.

In the image above we can see how the microinfluencer that won a raffle Dewild Slumbercomparta this adorable image of his son with his new pajamas.

Grants a certain sense of property

Consumers attribute more value to a product for the simple fact of possessing it, which leads to the brands that UGC shares to reinforce that feeling of property so that consumers feel even more satisfied with their purchase.

ÉCHELE A LOOK TO THE EXAMPLE STEP..Its high -end bicycles are not the most affordable exercise team on the market, but the brand helps its customers feel good with their purchases sharing UGC.

Is positive

Studies show that positive content shares much more.For what is this?To emotional contagion: the emotions of a person trigger similar emotions in another as a way of feeling more connected to each other.

As shown in the following Deglossier example, emotional content increases the probability that we share the content that has stimulated us.