What is User Content or CGC? The consumer generated content or user content it is not a new technique. Traditionally it was used on e-commerce websites to collect customer experience. And now, it has become one of the 2020 marketing trends. This technique has been reinvented: now users consume content, but they also create it.
The CGC (consumer generated content) is the content generated by the users themselves. Traditionally, they are comments and ratings that users leave on e-commerce websites after contracting a service or product. This provides confidence to the rest of the consumers who are interested in that product or service.
Influence of CGC on consumers
To this day, the advertising for consumers it is massive. Many of the users have adblockers or are specialists in closing advertising ads in less than 3 seconds. It is very difficult to get their attention because they think of advertising as harassing and to some extent negative.
One of the techniques that has given very positive results has been storytelling. This is the art of telling a story, it is the creation of an emotional atmosphere through a story. In digital marketing, it consists of connecting your brand with users, through an emotional story with characters.
Currently, the trend in digital marketing is CGC, user content. Always maintaining a storytelling but, involving users. That is to say, the user consumes content, but is also in charge of generating it. Yes, that’s right, user generated content is one of the trends in digital marketing 2020.
In this way, each user is a “microinfluencer”, with a power of communication that encompasses all his followers. And, there is nothing better in marketing than “word of mouth”. In its beginnings, the CGC was limited to reviews of opinions and comments from a user after their experience with a brand’s product or service.
But, now the CGC goes much further, the youth creativity consumers is unstoppable, they create content for social networks, Snapchat or Tiktok. He objective of our brand is to become the content of these young users.
The ultimate goal is to work the brand identity and gain notoriety among our target audience. The benefit is to create feedback between the brand and the users. That is, giving rise to the creativity of our consumers will help us in many cases to achieve a greater reach in terms of related audiences and to raise awareness of the brand.
Challenge for brands
Brands are constantly adapting to external factors like the latest trends, technology and consumers. Market adaptation and constant listening to consumers leads the brand to success. Therefore, brands constantly face a try and failureBecause there are no established principles, everything is constantly evolving.
The big challenge is to impact a young audience, to very demanding and somewhat suspicious consumers. Audiences are increasingly segmented, it is important to know our target well as, otherwise, we will not be able to impact our target audience. It is important to make a honest marketing and never deceive the consumer, since this practice can turn against us very easily.
Every so often, they are born new social networks or new platforms. Tiktok has been the last platform to arrive and is managing to entertain the younger audience. This application deals with short videos in vertical format and in Spain, it already has more than 3 million users per month.
Tiktok Along with social networks and other platforms like Snapchat, they are a great tool for creating user content and also for brands. Social networks are a very useful communication channel between consumers and the brand.
Our digital marketing and communication strategy must be fundamentally focused on our target audience. If this is young, we must be present on Instagram and Tiktok, for example. Incorporating Tiktok into the brand’s social media strategy will allow us spread our message among a young audience And also, it won’t give much momentum to impact other channels.
In summary, brands must be constantly renewed and up to date with all new trends and user tastes by listening on social networks. This is the only way to reach the target and thus, achieve that consumers generate user content (consumer generated content).
Reaching the Zeta generation
We live in a society in which the competition It is infinite, so advertising is increasingly segmented much more. The announcement as we know it is numbered. The new generations, Zeta and Centennials, are digital natives and huge fans of adblockers.
These generations are also distrustful of brands and, being part of the generation of the crisis, they have a mentality very focused on saving. So attracting the attention of this young audience often becomes a difficult task.
Calling the attention of new generations is a empathy exerciseThat is, we must know the lifestyle and way of thinking of this audience. On the other hand, influencers who previously worked very well are losing credibility. The CGC technique is adapted to the needs of these new consumers.
That is, the user consumes content, but is also in charge of generating it. User content searches stimulate creative ability of younger consumers, seeks to interact with their brand, achieving that users feel part of the brand.
This can be done through social networks and platforms such as Snapchat and Tiktok, these platforms unleash the creativity of consumers to create and share their occurrences. Tiktok is constantly growing, its fundamental concept is the creation and distribution of short videos with a great display of modern effects. The goal of young people on these platforms is that their content is original and accepted by the community.
CGC Types: Beyond Reviews
In its beginnings, the CGC or user content was limited to reviews on e-commerce websites, that is, the reviews collected the opinions of consumers after the user experience with a service or a product. This continues and transmits a lot of confidence to other users, especially boomers.
But, now this technique has resurfaced in the most creative way possible. We are going to mention several ways to generate user content (consumer generated content). Branding storming can help us a lot to structure the content marketing strategy we need.
On the one hand, one of the most common ways is reuse content on social media. That is, for example, we do a contest for stories and users have to mention us in their story. Well, those user stories are shared for 24 hours on the brand’s Instagram. It is essential that the brand has a good positioning on Instagram.
Instagram has many possibilities, we can generate debate with users through the Instragram “box”. The brand can post a question or challenge and users will respond to the brand story by providing their opinion. Once again, the answers are shared in stories.
Also they direct on Instagram, help the brand to see what type of content users want and to understand the needs of our consumers. It gives rise to an interesting debate for the brand. Very interesting discussion threads can be created on Twitter as well.
It is important get the most out of the photos and videos of the brand’s products, users must be questioned in these publications to get them to share these publications, thus obtaining user content.
One of the key stars for generating CGC or user content is TiktokThis platform provides us with a fun and original way of linking the brand and the user. The brand must create a competitive strategy to link this platform with the product.
Too Snapchat it is a useful platform to create user content. For example, you can create filters or animations for users to interact with them.
There are many ways for users to create content, you just have to unleash creativity on social media and different platforms like Tiktok or Snapchat. It is also necessary to be up to date with latest technological trends and in everything related to consumers.