This may be obvious but users of online platforms like feeling that they are communicating with actual people rather than simply with a brand. They feel better understood, more involved, and their trust increases. This is also beneficial for the UG: an increase of trust among users has a positive influence on our online reputation. How are we going to personalize content?
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We’re going to listen better to our target groups by closely monitoring the UG’s sentiment and asking for input more often, so that we can offer relevant content at the right time.
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Storytelling will be the common thread in content, to bring messages to life. This way, we can show what we are doing in the community and that we are aware of our impact on people and the environment.
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We will adapt the UG’s tone of voice to the target group with which we are communicating.
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The use of user-generated content remains important in order to increase brand awareness and reach.
5.2 Increasing the use of video content
From our own and others’ experience, we know that the use of video content is indispensable in the social media landscape. Video content captures the imagination, attracts attention on online platforms, and is a great way to increase brand awareness and engagement with the target audience.
It is important to map out the customer journey – be it that of students, staff members, or external stakeholders – so that viewers can identify with the content of the video.
When producing a video, we need to carefully consider whether it will be time-specific or whether we are producing content that can also be used in the future.
In addition, during production we must take into account the platform for which we are producing the video. Each platform has its own specifications when it comes to video content.
The first few seconds of a video determine whether a viewer will continue watching or not. The message or objective must therefore always be clear at the start of the video.