The speed with which content is created in the online environment is amazing. It is much harder to create online content and more efficient to see the costs to make it visible in order to have a larger number of consumers, taking into account the online budget in which no. Clicks / action for consumer care or undertaking.

At the same time, the growing presence of consumers in the online environment, especially the new generations Z or Millenials, drive brands to launch or intensify their digital actions.

Brands feel the need to create as much as possible, maybe faster, and risk losing their own identity. That is why brands are challenged to find ways to use digital media to implement their authenticity.

A good way to deal with this is to create brand-generated content.

What can this do?

If the brand is possible to preserve its authenticity in the online environment, however, when there is constant care, it is possible to create an anchor for this brand:

/ attributes followed

/ the benefits it offers its consumers

/ personality

/ brand aspirations

No matter how many such photos and memes you receive on Social Media, if you have nothing to do with the brand or its personality, they can’t help you mark and console your image.

Every “on-brand” communication is a step forward for building a solid brand. Every “off-brand” communication is a step aside or often in the past.

How do you create branded content? I realize insights to help you.

Avoid using automation to care for your staff

That way, automation is taken care of when creating ads for Google Display campaigns. A title and imagine yourself “seated” in a template that can be automatic regarding your coherent speech. Or can be done by chat pure and simple care can appear on the screen automatically without creating a relationship

Aim out of place

Everyone targets by age, gender, and location. How should you be able to target your consumption habits or ingredient preferences (there are still even if they had the ability to understand each other Understandings that can better use the practice of previous care — the same brand care site is transformed into control by care about valuable information about the needs / expectations / intentions of the consumer

Creates content relevant to consumer needs / expectations

“Self-praise does not smell good”, it also applies to brands. Care brands only talk about the online environment, create long-term attachment, and are not authentic.

Example: Locally, Samsung has created authentic authenticity and original experimental approaches for the user community. Next, there is an authentic base based on predominant stories, a construction or a collaboration platform and content creation with a group of influencers and common and brand values ​​(technology, photography, film, music, design), where it is not possible and access resources, specialties and courses for a better content genre.

Lidl is one of the most important brand pages in Romania on Facebook, with over 2.1 million fans, which does not have the content of this product in a proportion of 50% in the house. He has grown strongly in recent years and shares it on Instagram and YouTube to promote recipes and tips for everyday life.

Example: Stripped is an English brand of healthy snacks and additional care information that can be authentic through online content.

The content they create is relevant to the expectations of consumers, who not only want to know what the benefits of the products are but also how they can use them every day.

Thus, on their website, they have a section dedicated to recipes where you can use their products, at different times of consumption (dessert, breakfast, etc.) and even for different needs — workout recipes, vegan recipes.

Chipotle is an American fast-food brand that encourages local farmers. And it is a perfect example of authenticity in the digital environment.

How do I do that? Using the brand’s mantra online: back to basics, focus on the simple things.

This means human communication, 1 on 1 interaction. The brand has a team of several Social Media Managers, each of them bringing their own personality in the tone of the brand’s voice. Each of them signs their posts and responds on a personal level to those with whom they interact.

In addition, over 80% of Social Media comments receive a response from the brand (83% on Facebook) and most often reflect human understanding, the desire to help.

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