- April 27, 2016
- Posted by: Roger Walker
- Category: Business
In the world where brands have to move today, there are certain elements that are taken for granted and that brands cannot include much that sometimes they would like. One of these elements is to give opinion margin consumers and allowing tell their experiences and their visions of products or services and that these are linked to the brand name. It is no longer only for specialized sites where you can leave comments and opinions, but now scenarios such as social networks or pages own corporate companies have to allow it.
For many brands, such information and content is something that generates fear. There are many companies that resist these tools and open hand to the content generated by the users themselves, as they fear that these contents have a negative impact on vision of the brand or make that consumers look worse. They fear that the comments others make them lose sales.
The information and content related to brands, user-generated, have a high power to influence purchasing decisions of other consumers
The truth is that the information and content (especially those related brands) generated by users have a high power as decisive factors in purchase decisions and as motivators of interest in a product or a service. Open hand as consumers generate their own associated with brand content, either with comments opinions or, to take another example that is increasingly present in e-commerce, making it possible to publish photos of your own experience use has a direct impact on other consumers. As just completed a study of BazaarVoice, not only is the content generated by consumers is everywhere but is also an element that enhances sales and makes up the engagement.
The content generated by consumers also works well as a kind of marketing content that the mark has not had to do and where he has not had to work. According to the findings of the study, simply allow their presence and interact with that content is quite similar to that content marketing has on consumers effect.
Thus, according to the estimates of the report, revenues rise when the consumer is allowed to access information generated by consumers. This is, sales are much higher when the consumer can read what other consumers have to say about the product or service in question. The rise is also not negligible, but rather quite high reach and impact. According to the study, when these contents are served at sites of retail revenues grew by 106%. When it is on the website of the firm itself in which these views are read, the increase is 75%.
Consumers not only buy more in total numbers thanks to the content generated by other consumers, but also so do more specific and more concrete. In fact, the average expenditure is higher in these scenarios. In retail sites, the average value of the purchase is 10% higher and the web of the 8% mark.
Conversion rates are also higher. They are 97 and 78%, either on a website or web retail brand.
How is the perfect content
But what should brands for consumers to generate that content and do well in a way that really work and really connect with other consumers? Is there a magic formula as far as content is concerned that allows create content more engagement and better results?
According to the study, it is best to allow the consumer to be as expressive as possible. I.e. leave to communicate ‘everything that is inside’. Therefore, it should not limit the space and should not make what you can say or do is scarce. As noted in the conclusions, brands must go beyond leave a comment box about 500 characters. It is allowed to have more and to do more. The star ratings systems also tend to work very well.
Brands have to be attentive to what happens to consumers and what is said and use it as a new way to learn more
Allow me to upload audiovisual content it possible to achieve very good results and achieve also a good response among commentators. Brands are increasingly aware of this and are increasingly open and tolerant of this kind of information and content sharing. According to the findings of the report, in 2015 (the last year for which complete numbers) are processed 4.7 times more photos in the comments associated with products and 4.5 times more videos than in the previous year.
The contents should not also stay just what consumers say about their experiences and what other consumers can read and respond. Brands have to be attentive to what happens and what is said and use it as a new way to better understand their consumers.
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The type of information and content that succeed
The report does not list the specific contents that are working better or worse or the type of information that brands should allow consumers to share and publish, but the fact is to analyze what they have done over the last times some brands and look at what they are allowing and what consumers are using can help you understand what type of content that succeeds. What other consumers want? What they expect and what they value is not only what is generated is signed by another consumer but are also very receptive to it when they have ahead is information. Consumers want others to inform consumers.
Therefore, not only are seeking comments and opinions about products and services but a wide fork of content and information covering more and more things are consumed. There is, for example, the boom of the reviews. Consumers specialize in creating products and services opinions and publish on their social profiles, on their blogs and, increasingly, video format on platforms like YouTube. Videos of product analysis are among the most popular and cover increasingly varied and most diverse elements. Consumer likes to see everything, even how come packaged these products.
Brands must therefore encourage the consumer to tell you everything you want to have and do it in wide and varied forms. In fact, consumers like things like tell their brand experiences and experiences related to her and this range of products, as evidenced by the growing protagonist role that communities linked to products.