In an era of prosumers(consumers who participate in the production of branded content), it is expected that such brands are capable of creating new ways to engage their communities. Only then will they be able to meet your expectations. A few years ago, users’ content was restricted to social media; but, today, they occupy more and more dimensions in the broad spectrum of the PR-communication tools.
The new creative industries are challenging companies and brands to become increasingly present in social media, as their use is now a standard practice in our daily lives.
One thing is certain: consumers have 50% more confidencein user-generated content than generated by brands, according to recent studies. In fact, according to Argenti (2009, free translation), “As products become much the same all over the world, consumers are increasingly making distinctions based on notions other than the product itself, thereby making image and identity even more powerful differentiators.”