Reach people where they are at. That is one thing every great communicator will tell you. Here, Instagram CEO Adam Mosseri talks about what makes an Instagram video hit. "Focusing on creating authentic and relatable content is often more important than production value." Says Mooseri in a recent Instagram post.
Why is UGC content important?
On verticals, people are there for real relationships. Real communication. Authentic content always travels more. If the production value. is too high, if it looks like it's shot on a fancy camera instead of a phone, people swipe past the ad, unless they are in the mood to shop. If they are there for authentic content, then it helps to use relatable camera work that is shot on a cellphone. The below video helps you understand more the difference between a social media "advertisement: and "authentic user-generated content" both of which are needed to grow your brand on social media.
That said, production value can be important for brands because it can help the appeal of a product or service, and generate user trust. There are so many crappy white-label products in the market with a great logo on them. Yet if they don't have a professional-looking ad campaign, do you trust the product is really quality.
So yes, you want to be relatable with some of your content but also have advertisements that are super slick looking so they know your brand is successful enough to trust with a purchase.
Once you have gotten their attention on social media, what are other factors that build brand trust?
Honesty Transparency enhances trust. Consumers like brands that share their values, and mission. Especially in an era of corporations who treat people like garbage, clear insights into practices, such as sourcing materials or manufacturing processes, can help your brand reputation in many ways.
Social Responsibility and Attitude Towards People A brand’s commitment to social responsibility also makes them very, very likable. For new brands without huge marketing budgets, having huge hearts are often a PR game changer.
Professional Production Value In Marketing Consumers see high-quality design as a sign of quality products or services; thus, investing in professional branding and video production can have a huge impact on brand perception.
Accessible To Consumers QUestions Brands that answer their social media direct messages, have fast customer service responses via email and other ways for consumers to reach out with questions and concerns are always going to receive more trust in the marketplace. In times of the internet, reviews and shares are everything. If your brand treats customers like human beings and answers all questions they will respond with great trust and loyalty.
Consistency Across Platforms Consistency in messaging and branding across various platforms reinforces credibility. Same logo, same brand colors, same voice in the writing style. However, still remember to keep the platform's vibe and trends, and audience in mind. So yes, both professional and ugc content is important, Use user-generated feeling content to be relatable on TikTok and Instagram and Youtube Shorts, yet use super slick ads on YouTube's widescreen and Broadcast and Product pages.
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