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Micro-influencers and UGC content generators: Key elements in the marketing strategy

Posted on by lauvane

Micro-influencers and UGC content generators: Key elements in the marketing strategy

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In recent years, the advancement of technology has offered new possibilities for digital marketing, and it is undeniable that digital nano and micro influencers have been gaining more and more space in the market. Micro-influencers are profiles that have between 10 and 100 thousand followers and subscribers on their channels or social networks. Generally, these profiles have a higher engagement rate than the big influencers, who have millions of followers.

This growth has to do with the relevance they have in consumer purchasing decisions. But you may wonder: why can an influencer with fewer followers have an impact on the work of another with millions of followers? And the answer is this: the lack of fame of nano and micro influencers is their biggest advantage, since it makes them more accessible than influencers with millions of followers. In other words, when these characters recommend any product or service on Instagram, their words seem as true as a friend’s advice.

What other advantages do these kinds of influencers have? Higher engagement rates compared to macro influencers. Their rates are cheaper, and they tend to accept products in exchange for their disclosure, they also have a greater commitment to their followers. But this doesn’t mean that big influencers aren’t worth investing in, as brands choose to hire mega-influencers and celebrities when the main goal of the campaign is to reach a broader audience and build brand awareness.

UGC (User Generated Content) are the comments, articles, opinions and reviews made by consumers. It is all content generated by the user of a brand, and not by the company, suppliers, partners or influencers. Other types of media are also considered UGC, such as photos, videos, and reviews. What characterizes this type of content is the spontaneity that the user has to expose their experience with a product or service of a certain brand.

However, as simple as it sounds, this is a whole new topic for businesses in the digital age as they want to explore this more and more. Thanks to the Internet, each consumer is also a creator and distributor; so no matter the scale, Internet users always influence the minds of friends, family, and followers. This is an immense power that companies quickly identified as an opportunity, because it stems from two big habits customers have online: they like to share the experiences they love, and they like to be the first to bring news to their circles of influence. Everyone wants to be cool and fashionable. When companies associate these experiences with their brands, they start to see people willing to produce content related to them. It’s an organic way to enter their lives while promoting a product or service.

From this perspective, micro influencers and UGC have similar roles in a digital marketing strategy: influencing potential consumers of a brand as if they were the best of friends.

A recent Hootsuite study revealed that 58% of Instagram users say they like it more when brands share spontaneous and natural content. And it makes sense, since potential customers know that in the case of ads, these are personalized to attract and engage. When we want to know about a product, we look for reviews and opinions, we ask people we trust. By having a user-generated content strategy by constantly feeding this type of material, you will create authority and value in the marketplace.

By generating content, users also provide insights into their buying process and experience. Also, they are engaged and likely to answer more questions. Therefore, it is essential to use user-generated content to better understand the audience and their expectations. From there, Business Intelligence can be used to modify and adapt all aspects of a great content marketing strategy.

And what are the advantages of joining UGC with paid media?

A great and efficient strategy that we are seeing in the market lately is to use content generated by users or micro influencers in the form of paid digital advertising. This type of social engagement will be crucial so that your advertising is not ignored as another distant advertisement.

User-generated content and nano-influencer content have a lot of benefits for your paid media strategy, let’s look at the 5 most relevant advantages below:

1. More profitable ads

Facebook uses a tool called relevance score, which basically ensures that the most compelling ads are shown to the most relevant people. This means that if your ad receives a high amount of interaction, it’s more likely to serve other people. It may even reduce the amount you pay because Facebook would rather offer relevant content at a lower price than irrelevant content at a higher price.

2. Better ROI

Your ads will appear more authentic and believable to potential buyers by using relevant content from real customers. This way you can increase your ROI by reaching the people who are most interested in what you offer, as opposed to those who would have clicked on an irrelevant ad just out of curiosity.

3. High Results

User-generated content can achieve great results. We are facing short videos and posts with a high viralization power throughout the Internet, therefore, it is to be expected that UGC can move mountains. And it works well when it is organic, can you imagine investing money in this same content?

4. Valuable social test

By showing how others have benefited from your product or service, potential customers are more likely to trust your brand and take action. For one, UGC can help drive potential customers to your website or brand. When people see how satisfied existing customers are with a product or service, it encourages them to take action and buy the product or use a service themselves.

5. Content Reach

Sharing user-generated content with ads on social media tends to reach more people. If you’re segmenting your audiences, you need to leverage user-generated content to satisfy the prospect’s desire. This can help you reach a broader audience, as people are more likely to engage with your content if it comes from real people who have found success using your product or service.

UGC and actions with nano / micro influencers generate great returns, compared to low investment actions. This can be adopted as a strategy in all the pillars of digital marketing, from branding to content production. Therefore, it is key to implement strategies that show the consumer of the brand that you are open to knowing their opinion and show the public that your content is very valuable.

Including the presence of influencers in marketing campaigns will help your brand generate engagement with your target audience, create closer and more natural content, and generate conversion. Like any action, it must be done based on a perfectly defined strategy. At Isource Marketing we can find support and expert advice on this matter. We work with influencers of all sizes so that you can develop the best strategy for your market.

PR & Media Analyst
Passion: Cook, Reading

Public Relations & Artificial Intelligence – A new Alliance

Posted on by lauvane

Public Relations & Artificial Intelligence – A new Alliance

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As digital transformation advances, many companies are turning to Artificial Intelligence (AI) to streamline repetitive processes and become more efficient. Public relations (PR) does not avoid this reality, since more efficient and successful public relations campaigns may be created by making clever use of AI. According to a study by the CIPR (Chartered Institute of Public Relations), the use of this technology in PR will triple in the next five years.

Thanks to AI, companies can quickly search for information available on digital platforms and take the content of interest to their customers by programming a search bot. It’s also used to monitor media coverage of products and services of competitors. It then provides PR professionals with better access to the data required for a clear understanding of the performance of a press release and identifies any necessary adjustments. Relying on an AI system to seek out specifically defined information and present it in an easy-to-read format, dramatically accelerates the process of analyzing and interpreting data from multiple, concurrent channels, allowing for a more complete overview delivered in less time. For example, a quick evaluation of a particular article or social media post offers a greater insight into the target audience’s preferences and reveals the performance updates used to measure the outcomes.

According to a New Vantage study, it is estimated that 99% of organizations are investing in AI or Big Data

Here are some examples of tasks that an AI system can perform in PR:

1- Text-to-Speech (TTS) technology:

AI offers more and more diverse ways to make life easier. Today, for example, TTS solutions are used for a variety of purposes: whether to optimize schedules, automate processes, or stand out from the competition, this technology improves your customer service experience by detecting voices and converting them to text. This is useful for transcriptions of media interviews and searching for podcasts or press conferences.

2- Predictive analysis:

This type of analysis offers tools that help personalize reporting angles for journalists based on interests, past coverage, personalities, and trends, and predicting the likelihood of news information being covered.

3- AI-assisted contact recommendations:

While not yet perfected, there are tools that can help you proactively discover reporters writing about the IT industry, allowing you to target the outlets most likely to publish your news rather than manually compiling traditional media lists based on category and keyword searches.

4- Video Authenticity Monitoring:

There are even tools that can be used to monitor “fake” videos that could negatively affect brand reputations.

5- Engagement analysis:

Tools for performing advanced sentiment analysis on social media are also being developed.

6- Natural language generation:

Using this technology, machines can produce information and convert it into different languages for wider distribution.

Challenges of AI in PR

As organizations accelerate their digital transformation, the issues in PR service management concentrate on rebuilding businesses while minimizing downtime. This year’s major challenge is on applying AI to more and more day-to-day tasks. However, at Isource Marketing, we identify two additional challenges: monitoring accuracy and data security. 

As the volume of digital content increases, so does the challenge of accurately monitoring and measuring it. Media monitoring companies play an essential role in the information supply chain, capturing vast amounts of content, data, and metadata daily. Historically, media monitoring organizations depended on manual human labor to gather and evaluate this data; now, AI and machine learning are becoming increasingly essential. Similarly, privacy and security are the main factors that influence the availability of data and resources for a public relations officer, and it becomes another challenge because these data are generated from millions of users around the world (personal data of journalists, influencers, IT companies, etc), and there is a possibility that vulnerabilities exist and are taken advantage. Some companies have already begun working creatively to overcome these obstacles.

With an increasing need for AI, what is the function of the communicator or public relations professional?

To avoid being stuck with PR tools from the past, PR professionals must go further into achieving goals with companies in a disruptive and inventive way, with the help of new technology. Machines do not capture knowledge from the outside as the human brain does, and they do not have feelings or experiences, or even perceive what is happening in their environment as easily. These tools are based on information previously directed by people.

Regardless of technology, it is important to consistently keep a human value in the relationship of PR work

When developing a communication strategy, a brand may be unwilling to communicate with a robot or computer because it is a strictly “relational” activity. As a result, regardless of technology, it is important to consistently keep a human value in the relationship of PR work and to always be in direct and personal contact with the client. AI and technology, in general, should be viewed as a professional’s partner in public relations. This is how the interpretation of the AI’s results and the subsequent action plan should be personally supervised and endorsed.

 

Isource Marketing we see AI as a tool to embrace and provide advantages in data collection to focus on metrics and creativity in the marketing industry. Our strength is technology, but we also understand and adhere to the principles of a sense of belonging and closeness to our customers, because most of the critical responsibilities of public relations professionals demand a high degree of personal approach.  For this, we are guided by four capabilities in our PR area: the development of creative strategies, the establishment of client trust, the creation of original content and narratives, and the empowerment and development of new business relationships. If you need advice on this subject, contact us! We will be happy to help you:: https://old.web.isource.us/#services

PR & Media Coordinator
Passion: Arts, Nature