How User-generated Content Can Improve Visual Brand Communication on Social Media
Safronova, Elena (2020)
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020061118453
https://urn.fi/URN:NBN:fi:amk-2020061118453
Tiivistelmä
The study aims to analyze the difference in performance between two types of visual content that companies may use in their brand communication – user-generated content and stock images.
This research provides insights on the main concepts related to the chosen topic such as social media, visual brand communication and user-generated content. In order to compare two types of visual content, ten Facebook A/B tests were implemented in cooperation with a global company that is active on social media.
The results show that user-generated content obtains higher engagement rates and lower costs per result and that such content is more efficient for the brand use on social media. This means that by incorporating more user-generated images into the companies’ social media feed, they not only increase engagement with their content but also become more cost efficient.
This research provides insights on the main concepts related to the chosen topic such as social media, visual brand communication and user-generated content. In order to compare two types of visual content, ten Facebook A/B tests were implemented in cooperation with a global company that is active on social media.
The results show that user-generated content obtains higher engagement rates and lower costs per result and that such content is more efficient for the brand use on social media. This means that by incorporating more user-generated images into the companies’ social media feed, they not only increase engagement with their content but also become more cost efficient.