{"id":919,"date":"2014-11-27T06:34:58","date_gmt":"2014-11-27T06:34:58","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/helping-brands-to-understand-the-language-of-content\/"},"modified":"2018-01-18T17:00:50","modified_gmt":"2018-01-18T17:00:50","slug":"helping-brands-to-understand-the-language-of-content","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/helping-brands-to-understand-the-language-of-content\/","title":{"rendered":"Helping Brands to Understand the Language of Content"},"content":{"rendered":"<p><a href=\"http:\/\/www.mandmglobal.com\/global-accounts\/27-11-14\/helping-brands-to-understand-the-language-of.aspx\" target=\"_blank\" rel=\"noopener\">By Alex Brownsell, London<\/a><\/p>\n<div class=\"panel item news\">\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/tFCCXP0ekJ0\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Brands are failing to understand the reasons why consumers view and share online content, meaning they are missing opportunities to build vital relationships with new customers, according to new research.<\/p>\n<p>UM\u2019s Wave 8 report, entitled \u2018The Language of Content\u2019, is the agency\u2019s eighth annual study tracking global social media trends, with 50,000 people surveyed in 65 countries across the world.<\/p>\n<p>This year\u2019s report explores the motivations behind users\u2019 increasing consumption and sharing of content, and how brands can join the conversation.<\/p>\n<p>It revealed that consumers are using content to construct an idealised online version of themselves, meaning brands must move away from simply creating something \u201cfun\u201d or \u201centertaining\u201d, and help consumers to share a point of view.<\/p>\n<p><strong>Content \u2018buzzword\u2019<\/strong><\/p>\n<p>Thanks largely the proliferation of smartphones and tablets, more content is being viewed and shared with each passing month. The phenomenon crosses generations, too: while those aged 25 to 34 years old were most likely to share something they had seen on TV, some 68% of over-45s globally share a photo or video at least once a month.<\/p>\n<p>The author of the report, Glen Parker, head of IPG Mediabrands Marketing Sciences G14, told <em>M&amp;M Global <\/em>he was motivated to discover the truth behind the rising tide of online content sharing.<\/p>\n<p>\u201cEveryone thinks they should be producing content, because everyone else is. It\u2019s become a buzzword, much in the way social media has been,\u201d says Parker. \u201cContent has become a natural part of our language, and the way we communicate with one another.\u201d<\/p>\n<p>\u201cBut rather than think about what content people like and share, we tried to understand what their motivation is and what drives that behaviour.\u201d<\/p>\n<p><strong>Generation narcissist<\/strong><\/p>\n<p>One of the primary drivers of this sharing frenzy, claims Parker, is a narcissistic desire for online recognition, especially among the young. Nearly half (45%) of all global respondents agree that they share more photos of themselves online than they do of other people, while 45% of 16 to 24 year-olds say they would \u201clove to be famous online\u201d.<\/p>\n<p>The allure of celebrity clashes directly with a growing concern around data privacy. The number of active internet users worried by the amount of personal data online this year reached 69%, up from 67% in 2013 and 61% five years ago. Strangely, 47% of those who want to remain anonymous also agree they would like to be famous online.<\/p>\n<p>\u201cWe\u2019re all narcissistic, to be honest. The difference is the ability to be narcissistic, and express those things we probably always wanted to express as a 16-year-old,\u201d says Parker. \u201c[Young people\u2019s] relationship with online has fundamentally changed their ability to do those things.\u201d<\/p>\n<p>Parker believes the younger generation can gain \u201chuge personal benefits\u201d from online recognition, and that content plays a key role in forging that digital reputation: \u201cIt\u2019s not what the content says to us; it\u2019s what the content we share says about us.<\/p>\n<p>\u201cWhen we think about our online personas being the best possible view of who we can be, the motivation behind us trying to create that persona is real. If someone wants to look like they have lots of friends, it\u2019s because that have underlying needs. We are more mature, more studied and even professional in the way we use social media to meet our goals in life.\u201d<\/p>\n<p><strong>Ice bucket success<\/strong><\/p>\n<p>The report recommends a number of ways advertisers can use this understanding of content sharing impulses to drive engagement with their brands. On a basic level, it suggests that entertaining content is best for making a brand seem desirable, while more educationally-minded content, which tries to teach consumers about the brand, is best for encouraging a trial.<\/p>\n<p>Luxury consumers want to see inspiring content from their brands, according to the report, while in the FMCG category practical content is most highly valued. A quarter of consumers want video games brands to share content which sets them challenge; top company executives, meanwhile, seek content to help them explore their passions.<\/p>\n<p>Parker cites the tremendous success of the ALS \u2018ice bucket challenge\u2019 as an example of engaging content which also achieves the crucial marker of allowing consumers to both promote themselves and shape their online reputation.<\/p>\n<p>\u201cIf you think about the ice bucket challenge, it\u2019s about promoting a charity, but everyone who does a video is actually promoting themselves. Here\u2019s me helping out a charity, being fun, dynamic and inspiring. Consumers not only want to help; they want the recognition that they are helping,\u201d says Parker.<\/p>\n<p>Brands\u2019 traditional online content model \u2013 by launching a raft of content on sites such as YouTube and Facebook, and promoting it with a 30-second TV ad \u2013 fails to take into account the reasons why a consumer would want to share with their peers.<\/p>\n<p>\u201cContent is part of the conversation \u2013 the challenge for us it how we get brands\u2019 content to be part of that conversation. It\u2019s not by saying, \u2018Here\u2019s our challenge, driving a new car across Africa, here\u2019s 20 seconds of the footage on a TV ad, now see the rest of Facebook.\u2019 That\u2019s the antithesis of the opportunity,\u201d he says.<\/p>\n<p>\u201cWhat is more interesting is when you create content which not only entertains consumers, but also allows them to share a point of view. They then become much more emotionally involved.<\/p>\n<p><strong>Emotional investment<\/strong><\/p>\n<p>It has long been assumed that content which is consumed and content which is shared enjoys equal status in consumers\u2019 eyes, but the report suggests this is not the case. Only 11% of respondents consider \u201csomething that expresses their point of view\u201d as valuable content, but twice as many say they would share this content with other people.<\/p>\n<p>\u201cWhen we share something, we become emotionally invested in it. It says something about us, so has so much more value to us, and the brand involved gets a much a bigger benefit,\u201d says Parker.<\/p>\n<p>In the brand-consumer relationship, sharing means caring. Brands must identify why a consumer would want to share their content, and what it would say about that consumer\u2019s identity, rather than expecting them to simply approve of content based on production values or marketing budgets. Get that right, and the rewards could be significant.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Brands are failing to understand the reasons why consumers view and share online content, meaning they are missing opportunities to build vital relationships with new customers, according to new research.<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-919","post","type-post","status-publish","format-standard","hentry","category-um-in-the-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Helping Brands to Understand the Language of Content - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/um-in-the-news\/helping-brands-to-understand-the-language-of-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Helping Brands to Understand the Language of Content - 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