What we all know about new marketing landscape is people took over the control. And everybody is talking about the content and contribution which consumers create: User Generated Content. My question is; for an average user, what is the motivation to create a brand relevant content?
Lately I read the book “Advertising Transformed” of Fons Van Dyck, also the founder of Think BBDO. He mentioned a research which identifies the 4 main drives of UGC. They are;
Co-creation: This is more about feeling attached to the brand so you want to be a part of it via your contribution. It states all situations where consumers collaborate with company or brand. They are interested in because consumers regard themselves as a valuable and integral part of the brand.
Empowerment: Now consumers are in charge! Many consumers no longer want to be influenced by marketing and advertising, preferring instead to take control of decision making process. They use the internet and their own content as weapons to put pressure on the marketer and advertisers to take account of their wishes.
Community: This is more about belonging and socializing. UGC offers consumers the possibility to express themselves through sharing idea and experiences with the other community members.
Self-concept: People try to express themselves and distinguish themselves from others by the choice of brands they make. As Fons Van Dyck states in his book, “Self-concept builds a bridge between the imperfect ‘me’ of the present and the perfect ‘me’ of the future.”
Since marketers and advertisers run after UGC, it is important to analyze and build a road map to generate a positive process from consumer’s creative contributions and energy. It is great for a brand to team up with their consumers while creating engaging brand stuff. However it is also a ticking bomb which the brand has no control ever.