The importance of the content generated by the user with the arrival of 2021

The importance of the content generated by the user with the arrival of 2021

We can say with absolute certainty that 2020 was the year that has put most of the brands to the test.

The pandemic has forced companies from all sectors to reformulate how to communicate and sell their products and services, due to compulsory closings and an exponential increase in online competition.

More empathetic marketing has never been so important as it is right now and many brands have completely found themselves without resources and skills to create adequate marketing campaigns.

Not to mention the numerous cuts of staff who have occurred and the difficulty in coordinating the teams, who – from day to the next – have not been prepared to deal with the delicate sales of smart work.

The brands had to seek alternative methods to connect with their audience.

It seems black, right?

But this is not at all the case: since the start of the pandemic, 42% of people around the world spend more time on social networks. There has never been a better time to connect with your customers online.

Because the content generated by users (UGC) was a fundamental part of 2020

The content generated by users (content generated by the user) has always been one of the most interesting content forms.

They are more authentic than the standard content created by companies and establish a greater feeling of confidence.

This year, it was more important than ever. That’s why:

• The UGC is based on the desire for human contact (although virtual) after months of isolation and quarantine
• UGC builds and strengthens a community
• The content generated by users is recognizable: people are looking for useful and family content that reflects the difficult situation in which we are
• The content generated by users allows brands to establish a deeper and more authentic relationship with its customers
• The content generated by users helps brands generate quality content with little effort.

What we learned from the UGC in 2020

2020 taught us Very on life and business. In terms of UGC, he showed us how important connection is if necessary and how the feeling of community is fundamental to overcoming difficult situations.

1. Connect the brands with potential customers.

Being a powerful narrative tool, UGCs are able to connect brands to their potential customers and create a deeper feeling of belonging.

I bring you as an example the Facebook campaign «We are never lost if we can find ourselves», which underlines how people remain in contact during the pandemic and how they are faced with the forties and all the different blocks and closings of restaurants, activities, meeting places.

Facebook used videos and photos captured directly by Facebook users and joined them in a documentary style video both in motion and information.

2. Familiarity is fundamental if necessary

No one likes to feel alone, especially with a world pandemic that rages everywhere.

The use of the UGC as a marketing strategy has the fact that this type of content is much more familiar and recognizable than standard campaigns.

The Made.com brand was quickly made.

His marketing has always been focused on the concept of «house», but during the pandemic, he became even more important.

They created pages of products full of images from the customers themselves, which are served by inspiration.

3. Everything changes so quickly

No one could have predicted what 2020 would go – in fact, for the moment, it is difficult to plan something even a few weeks in advance, because things change very quickly.

The content generated by users is in degrees to save time in brands and allow them to overcome trends at high speed. This is the key to monitoring the evolution of consumer needs.

Buffalo Wild Wings is an excellent example: they have created an ad using UGC only, which shows real people who – at home – invent new sports.

It is a question of connecting to the fact that sports enthusiasts could no longer meet and look at their favorite teams in public places.

The announcement has in fact gone to the ideation to finish in less than a week and allowed customers to stay in touch with the brand practically when they could not do so in person.

These new and important changes will continue to have a lot of weight even for the new year that is coming.

The best thing to do for each brand – therefore – is how to adapt and learn to listen to their users.

And what do you think?

Let me know in the comments

See!