At the moment of content marketing, how can brands make good use of UGC marketing?

In the era of mobile social network, many brands realize that the product-centered marketing method is no longer suitable for the new development needs. As a result, more and more brands have begun to enter content marketing, and UGC has become one of the most interesting topics for enterprises and businesses, and UCG is also becoming a powerful helper for brand marketing. First, the advantages of brand UCG marketing At present, there are three main modes of content production: UGC users produce content, PGC professionally produces content, and OGC professionally produces content. Because of its strong creativity, large quantity and great realization value, brands increasingly favor the production content of GUC users and begin to apply it to marketing. 1. Rich and diverse sources of high-quality content In the era of mobile social networks, there is basically no threshold for users to produce content, and the platform will also provide various tools for users to create and encourage users to create and share, and the content will become diverse and rich. Brands follow the trend, choose popular works for planning and arrangement, and use UGC to enrich high-quality content sources and spread them more efficiently. 2. Low cost, easy operation, fast spread and wide range. Compared with traditional advertising content, the material of UGC content is easier to obtain, which greatly reduces the production cost of the brand. In terms of operation, the content of UCG is relatively simple. With the help of powerful mobile social media, UCG content can spread quickly and widely. High-quality content can spread spontaneously among groups through instant communication, which is helpful to the formation and amplification of brand word-of-mouth effect. 3, the content meets the needs of the public, easy to cause * * * bristle. UGC content comes from users' ideas, and the content it produces is often more in line with other users' preferences and psychology, and it is more likely to cause emotional buzz. Establishing contact through emotional bees can effectively improve the user's viscosity and make new users feel more dependent, thus bringing more traffic and attention to the brand. Because of the obvious advantages in content, many brands began to apply content to marketing frequently and achieved success, such as Jiang and Netease Cloud. Second, how do brands conduct UCG marketing? With the continuous maturity of the field of content production, UGC has attracted more and more attention and recognition, and brands have gradually realized that instead of planning marketing activities to attract users themselves, it is better to directly attract "kindred spirits" with high-quality and rich UGC content works, which can be described as a multi-objective marketing means. So how should brands conduct content marketing through UGC? 1, mobilizing users and consumers to create content, creating Jiang's expression bottle's copywriting ideas and material sources all come from users, and Netease Cloud's subway advertising copywriting also comes from users' real evaluation. These users can freely comment and express their inner feelings through official media platforms (such as official Weibo and official blogs). ), and finally, they are used in brand marketing to make users feel involved. For content brands, with rich UGC resources, their users will actively create and share their own works; However, to further enhance the enthusiasm of users, brands can hold activities and reward mechanisms to increase the participation of more users. For non-content brands, in order to obtain rich and high-quality UGC content resources, we can hold some solicitation activities, set awards to attract potential and interested people to create, and interact with them in the solicitation activities to expand brand awareness. 2. According to users' preferences, select high-quality content that meets the brand value. After the brand has a huge amount of UGC material resources, it needs to choose high-quality content that conforms to brand values and cultural concepts and can highlight brand characteristics according to the preferences and characteristics of the audience, and spread it in the marketing process. For example, Jiang's UGC content, "The so-called maturity is only good at hiding", "I have a bottle of wine, I just want to drink with you" and "I want to live happily when I am young, and I want to live freely when I am old" are carefully selected, which is very in line with Jiang's brand positioning and can quickly establish contact with consumers. 3. Create a theme tag to deepen the connection between brand and content. After selecting high-quality content, the brand can create one or more theme tags together with UCG*** to closely link the content with the brand. Marketers can create a unique and memorable theme label for their own brands and marketing activities, so that users can attach this label when participating in activities. With theme tags, users' contact and impression of brands and content will deepen, forming certain topics and further promoting the production of more content. Third, how to let ordinary users participate in the dissemination and sharing of UCG? When brands know how to conduct content marketing through UGC, they should consider how to let ordinary users participate in the dissemination and sharing of UGC content. 1. Challenge to create a low threshold. It can be difficult to participate in content brand marketing activities, but the threshold for participation must be low, so that everyone can easily complete and spread; If the participation threshold is high, many ordinary users can't participate, and naturally they can't play a role in communication. If you used to open the bottle cap with your feet, the threshold for participation was very low. You only need a bottle of water to finish it, and everyone can participate. But the difficulty is not small, which has aroused the enthusiasm of the public to participate in the challenge. 2. Stimulating users' sense of participation and desire for expression means expressing desire, wanting to participate and proving themselves to others; The activity content of brand setting should stimulate users' desire for expression and sense of participation, and attract ordinary users to actively participate. For example, in the various challenges of Tik Tok, it is a dazzling psychology for users who have successfully challenged to share their motivation, while users with wide brains express their personal characteristics through challenging videos. 3. The content of marketing activities is extensible. Judging from the bottle cap challenge, the content itself is "playable", so it is difficult to make users feel aesthetic fatigue, so ordinary users will not spread the content. The expanded content can penetrate the brand information into all circles and maximize the spread. In terms of content scalability, we can follow a principle: under the premise of expressing the same kernel information, the content form is simple enough, and the stronger the scalability, the easier it is for users to play with flowers and create and share UGC. With the development of mobile social networks, the demand generated by users through UGC and buzz have attracted the attention of more businesses and brands. It is a more efficient and useful marketing method for brands to apply UGC to marketing in terms of cost, accuracy and effect. In the future, UGC will also appear more frequently in marketing. Part of this article mentioned the Internet. If there is any infringement, please contact to delete it.