Digital signage, once primarily a means of unidirectional content delivery, is rapidly evolving to incorporate new forms of interaction. One of these major developments is the integration of User Generated Content (UGC) into digital signage campaigns.
The challenges of user-generated content
User-produced content is occupying an increasing part of digital media, and is becoming a central issue for many organizations. Understanding the challenges will boost your communication strategy, including through dynamic signage
A better understanding of your customers
Exploiting user-generated content offers you a valuable opportunity to deepen your knowledge of your customers. By sharing their experiences and expressing their opinions on social networks, your consumers allow you to better understand their needs and expectations. This allows you to adjust the themes and formats of publications to better meet these needs.
You can also rely on user-generated content to improve the customer experience with better information. Feedback from your consumers can help you improve your products or services, or strengthen your communication around concerns or strong values.
An improved engagement rate and an audience-based relationship
Through User Generated Content (UGC), consumers are becoming real influencers. They actively participate in spreading the message of their favorite brand and give it a more authentic image in the eyes of the public. This interaction reinforces the engagement rate of your audience.
Encouraging its audience to create content related to the brand and to share it demonstrates the importance that the company places on its customers. This strong signal puts Internet users and customers back at the heart of the relationship, encouraging them to take a more active role. A real community is formed, whose members feel involved in the development of the brand.
Increased visibility and increased reach
Stimulating discussions about the brand by Internet users broadens its audience. The audience increases as more posts and shares are posted, helping to increase brand awareness.
Monitoring the content generated by the user community allows you to identify your most enthusiastic fans. When they are followed by thousands or tens of thousands of subscribers, these convinced customers become ambassadors with considerable reach.
Reduced costs for content production
User-generated content saves on marketing costs because Internet users and brand customers create the content. The actions that the company must take are relatively simple to organize and inexpensive. For example, you can:
- Solicit the opinion of your customers to develop its offer;
- Offer incentives to do the act and to buy;
- Encourage your audience to recommend your brand;
- Encourage your audience to post and share articles, videos, or photos on social media.
You can collect user-generated content and integrate it into your editorial calendar for distribution on your screens.
Another significant advantage of user-generated content is its positive impact on the natural referencing of search engines, when the content is picked up or posted on your own website.
Strong synergies between dynamic signage and user-generated content
Creating proximity with authentic content
When your customers discover their own content on your digital signage screens, the credibility they have for your brand is strengthened. Authentic reviews and testimonials create a climate of trust, because they come from unbiased sources. The combination of these two elements increases the overall credibility of corporate communication.
User generated posts often reflect personal experiences with the company's products or services. This allows the company to further personalize its content based on customer feedback, creating more relevant and tailored communication.
The integration of this content into corporate media gives life to a community of customers and fans of the brand. Members of this community feel involved in brand development and are more likely to become ambassadors. They actively share their experience and their commitment to the brand.
Engaging your audience
Your audience's engagement is strengthened when it comes to content generated by users themselves. Customers are more likely to engage with content that is familiar to them, whether it's their own posts or those of other users. This interaction promotes deeper and active engagement with the brand.
The impact on buying decisions is immediate. Potential customers are more likely to trust reviews and recommendations from other customers. When these reviews are displayed on digital signage screens, they can positively influence buying choices where and when the decision is made.
Broadcast your users' content with Cenareo
The Cenareo digital signage solution makes it possible to control a fleet of several hundred screens. You can grant specific rights to each user in order to offer global or local management at the level of all your locations, a region or a specific location. The provision of models for your charter makes it possible to unify your communication and your messages.
You can broadcast your social media feeds on your screens based on numerous parameters, and thus more easily exploit user-generated content on Facebook, Instagram and other favorite platforms of your customers.
Cenareo also offers a player to use via an HDMI port on any screen, and is compatible with Android/iOS, System on Chip (SOC), or the web browser of your choice. Storing your content locally on players protects you from any black screen, even in the event of disconnection.
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