Shutterstock -AWLATAM
Advertising Week LatAm 2022 began with the panel presented by Shutterstock about UGC (user-generated content) technology that seeks a level of credibility that enables brands to connect with consumers in the most positive way. Alejandro Ventura, international business development manager of Shutterstock, and Juan Jose Artero, CEO of the Hitsbook Group, explained the concept in detail, saying that the most important element is to maintain and increase the frequency level, and to do so, their principal asset is content, which is to say, they count on rights to the image, rights of author, and a data-base that validates the identity of those concerned. To implement the UGC strategy, they outlined five key steps. First came the brand’s briefing that establishes objectives, dates and stages of the campaign. Second is a strategic plan that includes users’ profiles and a call to action. As a third step they placed the launch of the campaign to users on microsites for some 48 hours and activation of the Internet. Fourth, 25 percent of the content was to be distributed in one week in order to spark interaction and creation of the community and, finally, the monitoring of results, when they can study the statistics in real time to determine how to improve them. Both said that after the pandemic, UGC strategies became an essential part pf brand marketing strategies. “The UGC strategy creates engagement, brand love, and undoubtedly, more brands will start using it. Our cases of success with Pizza Hut, PANAM and Expansion Group are among those that have achieved no less than 1.6 million impacts,” Artero said. Both executives agreed that UGC creates natural, believable and authentic content, all of which can affect purchasing decisions in a positive way. “Content and connection always mean the most for brands,” Ventura said. Finally, Ventura also said that any Shutterstock content is previously checked so as not to damage the brand’s reputation. “We look after the technical, legal and creative quality,” he said.
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