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UM revealed a social media study that guides brands in the production of content
Manuela Walfenzao| 24 de marzo de 2015
UM, the global news agency, published the last annual conclusions of Wave, the global social media tracker. Based on eight years of work in social tracking worldwide, this is the oldest study and that takes into account more information in the category. The key conclusion they obtained is that the brands must understand why consumers share the content. Without that, digital market strategies would be a wasted effort. After surveying more than 50,000 people throughout 65 countries worldwide, including Argentina, Brazil, Chile, Colombia, Dominican Republic, Ecuador, Mexico, Paraguay, Peru, Puerto Rico, and Uruguay, Wave 8 – The The Language of Content shows it is essential to understand the power of content.There is a great difference between the content consumers value, the one that generates a great amount of visits and the one they decide to share. The study suggests that the way to decode the power of content is personalizing it for each audience. Wave 8 indicates that motivations at the moment of sharing vary greatly among the diverse categories, markets and demographic data. The concept of just creating something fun or entertaining is now obsolete.They also discovered that consumers are emotionally involved with the content. When they share an ad it is as if they are saying something about themselves, therefore a connection develops between the content and the online reputation of each person. This strong emotional bond impacts brands and can be a powerful tool.
