In one of the previous posts about Digital consumers feedback, it was concluded that “negative feedback that consumers share in Digital doesn’t mean that companies won’t be able to drive penetration and recruit new consumers” (Negative Digital Feedback).
Today I would like to share my insights after reading a book of M. Gielan “Broadcasting Hapiness: The Science of Igniting and Sustaining Positive Change”. The author’s conclusion about content generation can be translated into the following infographics:
The studies show that consumers perceive user generated content 12x more trustworthy than content provided by a manufacturer (Gielan, 2015). Positive reviews from consumers in that case represent a form of social proof – people share out happiness with others and they see the results. Hence, social proof gives consumers a well-grounded reason to make a purchase.
Positive content is important not only for product reviews – it’s also highly beneficial for the development of advertisement and claims.
Gielan (2015) highlights in her book “consumers’ attitude toward the brand was more positive and their intent to purchase was higher when the tone of the article next to it was positive, as opposed to when it was negative”. This is linked with the research findings which show that consumers perceive ads embedded within positive contexts much more likeable and informative versus the same ads which are located within negative contexts (Gielan, 2015). Importantly also to underline that according to the research “on television, when the ads were placed within positively appreciated content, brand recall increased” (Gielan, 2015).
As we’ve discussed before, repetition of messages across different touchpoints represent high importance for brands (Get Your Consumers Attention). And this is especially acute for positive messages. The reason for this is very simple – consumers exposed to positive content before the advertisement had a 24% higher intention of purchasing the advertised product (Gielan, 2015). And this is a lot!
Considering the ways that can allow companies to make their brand go viral, Gielan (2015) shares incredibly valuable recommendations. The author highlights that “action begets sharing. If you get a change in behavior, sharing follows” (Gielan, 2015).
It is highly important to understand the target audience also in terms of what can drive consumers to act on the developed communication. One of the most important objectives here is to decrease the activation energy that is required to act – the easier it’s for people to share the content, the more likely they will do it. The more practical and useful is the information, the greater the likelihood that consumers will pass it along (Gielan, 2015).
To sum up, availability of negative reviews in Digital isn’t dangerous for brands if consumers can find some social proof to buy. Hence, it’s very important to drive consumers to create and broadly share positive content about your brand.
On top of being positive, the brand related content should also build some emotional connections with the target audience and be practical for the consumers. Therefore, developing Social Media content it’s necessary to evaluate how motivational and easy it’ll be for consumers to share it.
Creation of the positive content is the same as important as its communication within positive context. Aligning the communication strategy with the media agencies marketers should take into consideration the media context in which their commercials will appear.
Source: Gielan, M. (2015). Broadcasting Hapiness: The Science of Igniting and Sustaining Positive Change. BenBella Books, Dallas