What UGC content gives a brand and how to work with it. User content - types and methods of creation What is user content
Target user-generated content – popularization of the subject of marketing and its owner
User-generated content is any mention by users of the subject of marketing, made independently, free of charge and at the initiative of users.
What is meant by user-generated content?
- reviews of contacts with the subject of marketing and its management of its owner;
- reviews, reports, comparisons, annotations - broadcasting user and expert experience;
- user comments on information posted by the owners of the marketing item and on user content of other target audience members;
- public participation of users in discussions, competitions, surveys.
The value of user content for the owner of the marketing item:
- generation and distribution of user experience;
- source of information, innovations, opinions, content to be analyzed, studied and systematized;
- saving resources for promotion;
- growth of trust, loyalty to the subject of marketing and its owner;
- coverage target audience;
- increase in SEO indicators.
User Content Management– stimulating, generating and disseminating positive user experiences and preventing the spread of negative user experiences.
Working with user content involves:
- encouraging users to create it;
- moderating user activity;
- storing information about the essence, source and place of publication;
- use of such content.
- publications;
What is VPK and unpacked content
What is VPK
First, let's figure out what VPK is.
VPK (Valve Pack file) is a game archive format that replaced GCF as a faster and more disk space-efficient format.
A little history
After the release of Steam, the question arose: “Where will we store game files?” The answer to this was GCF files, which were a kind of file system with their own certain sections and folders. After the launch of the Steam Community, another question arose: “What if not just one schoolchild plays at the bakery, but also his dad, and on a different account?” aki: “What if there are several Steam accounts on the PC?” The Achilles heel of the GCF format was the lack of support for multiplayer mode, that is, two copies of the game were downloaded to two Steam accounts, and the disk space became half as much. It looked like this:
C:\Steam\SteamApps\MSPDGM\Half-Life 2\ C:\Steam\SteamApps\EH5X\Half-Life 2\
Do you feel it? Smells like fried Winchesters!
In this regard, VALVe were forced to develop new format, which supports Steam multiplayer mode, taking up 2 times less space. This is how the VPK format was developed. Also, the trigger for the development of the new format was texture wallhack cheats.
Interestingly, VPK has a similar structure to GCF.
After the update, if the game is purchased on both accounts, the path to it will look like this:
C:\Steam\SteamApps\common\Half-Life 2\
A little about the structure
The VPK format is a kind of virtual file system.
Archives in which game files are stored have the ending "_xxx" (xxx is a sequential number, 001, 002, etc.).
The "control" archive ends with _dir, and the entire VPK system is loaded through it.
cstrike_pak_001.vpk cstrike_pak_002.vpk cstrike_pak_003.vpk cstrike_pak_dir.vpk
VPKs can also work separately, as is done by custom content creators; in this case, there is simply no need to add any prefixes.
yourmod1.vpk memes.vpk CTmiku.vpk
Since VPK contains all files in uncompressed form, but only for systematization, you can also use unpacked content for customization.
What is unpacked content
The unpacked content is the same VPK, only without shoving all the files into archives.
Unpacked content - all materials, models, sounds, resources, cache files, skyboxes, maps that Not packaged in VPK and downloaded separately into one of the game content folders (hl2 or cstrike).
Actually, there is nothing to say about the unpacked content, these are just all the game files.
What is the "custom" folder
A little history
In GoldSrc, the “custom” folder was replaced by the “mod_addon” folder, and in the settings it was possible to enable support for custom content, but not all administrators were happy with this and began to prohibit custom content on their servers, most the best way there was a kick. I recently found a loophole to bypass the restriction on custom textures: the "mod_hd" folder. The engine was designed in such a way that when checking if there is custom content in the _addon folder, it does not see the _hd folder, and when sending data to the server, it does not “speak” about _hd at all. Thus, if you transfer all your models from the _addon folder to the _hd folder, you will not be kicked for custom content. In Source, the situation has changed dramatically, because now the engine does not support _hd folders at all, and therefore custom content can only be stuffed into the custom folder, and if you change them in VPK, then you will get VAC. Also on the server it became possible to strictly prohibit custom content using just one console command sv_pure.
sv_pure 0 //Allows the client to change the location of ANY game file. The client can use modified files to gain an unfair advantage by doing things like replacing player models with more visible ones, making walls invisible, placing beacons on C4, etc. VAC does not protect against such exploits, since they do not change the gameplay itself, and allows the server to decide what clients can do. sv_pure 1 //Allows only content from the whitelist (list of allowed content). By default, the whitelist allows custom models and any potential exploits such as flashy skins. sv_pure 2 //Forces the client to ignore ALL user content and force it to use information received from Steam. Sv_pure 2 will also prohibit the use of user-generated content and custom sprays.
What is it for?
I think, reader, you already understand everything, the “custom” folder is intended for introducing custom content into the game that does not affect the gameplay or the operation of the engine. Moreover, this folder can be used for not entirely favorable purposes, such as texture walhack (Transparent textures).
Installing custom content
Let's get acquainted with the structure of the folder
We have two objects here:
- my_custom_stuff
- readme
This folder is automatically scanned when the game boots for VPK files orGood old wasted machine translation from Sidoji:
subfolders. Each subfolder or VPK is added as a search path, so the files
inside those VPK"s or subfolders will overide the default game files.See gameinfo.txt for more details.
For example, you might have the following file structure:
Cstrike/custom/my_custom_stuff/<<< This subfolder will be added as a search path
cstrike/custom/my_custom_stuff/models/custom_model.mdl
cstrike/custom/my_custom_stuff/materials/custom_material.vmt
cstrike/custom/my_custom_stuff/materials/vgui/custom_ui_thing.res
cstrike/custom/some_mod.vpk<<< This VPK will be added as a search path
cstrike/custom/another_mod.vpk<<< This VPK will be added as a search pathMounting a VPK to the filesystem is more efficient that adding a subfolder,
because each time the engine neds to open a file, it will need to make a call to the
operating system call to search the folder. VPKs can be searched by the engine much
more efficiently. Each subfolder is a new search path that must be checked each
time the engine tries to open a file. So for optimal load times, always use VPK files
and don"t make any subfolders in this folder!Note that the following directory structure is NOT correct:
Cstrike/custom/models/my_model.mdl
That will add the directory "cstrike/custom/models" as a search path, in which case the
file my_model.mdl actually exists at the root of the game's virtual filesystem.
This folder is automatically scanned when the game downloads VPK orWhat can I deduce from this:
subfolders. Each subfolder or VPK is added as a search path, so files whose paths in the VPK match will be replaced with custom ones.See the gameinfo.txt file for details.
For example, you might have the following file structure:
Cstrike/custom/my_custom_stuff/<<< Эта подпапка будет добавлена в качестве пути подгрузки
CStrike/custom/my_custom_stuff/models/custom_model.mdl
CStrike/custom/my_custom_stuff/materials/custom_material.vmt
CStrike/custom/my_custom_stuff/materials/VGUI/custom_ui_thing.res
Cstrike/custom/some_mod.vpk<<< Этот VPK будет добавлен в файловую систему движка
Cstrike/custom/another_mod.vpk<<< Этот VPK будет добавлен в файловую систему движкаInstalling a VPK on the filesystem is more efficient because each time the engine accesses unpacked user content, it spends more time doing so and spending less time on the VPK
Each subfolder is a separate path for uploading files
And don't make any subfolders in this folder other than games!Please note that the following directory structure is incorrect:
CStrike/custom/models/my_model.mdl
This will add the "CStrike/custom/models/" directory as the upload path, and the file will be at the root of that path, not in a folder, so the engine won't see it.
If you get everything right, it should all look something like this:Originally posted by me:
The "custom" folder can contain both unpacked user files, VPK arrays or individual archives.
To push the unpacked content into the game, you need to tell the engine where to look for certain folders. To do this, you need to create a folder in the root of the custom and give it a name in English, otherwise the engine will not see your models (The my_custom_stuff folder is made for an example, to make it clearer). You need to put all custom files that belong specifically to this folder into this folder, for example like this:
╠╦Custom
║╚╦CSGOawp
║─╠╦materials
║─║╚╦models
║─║─╚╦Weapons
║─║──╠v_awp.vtf
║─║──╚v_awp.vmt
║─╚╦models
║──╚╦weapons
║───╚v_awp.mdl
║
It's difficult, isn't it?With VPK things are much better, because there you just need to place the VPK archive/array in a folder like this:
╠╦Custom
║╚═CSGOtextures.vpk
║Or like this:
╠╦Custom
║╠═CSGOtextures_001.vpk
║╠═CSGOtextures_002.vpk
║╠═CSGOtextures_003.vpk
║╠═CSGOtextures_004.vpk
║╠═CSGOtextures_005.vpk
║╠═CSGOtextures_006.vpk
║╠═CSGOtextures_dir.vpk
║
After reading all this, reader, I hope you understand how and where you need to put these custom skins and models of yours, and that’s all :3
When it comes to making a purchase decision, who are you more likely to trust - the brand or another customer who is already using the product?
User Content(or UGC) is any form of user-generated content about a brand or product. Companies do not pay for UGC, but users voluntarily advertise their product or service.
User-generated content is especially popular on Instagram, where it can be easily found and published on the official brand page.
An opportunity like this simply cannot be missed. After all, 76% of users trust content shared by the average consumer more than branded content. In addition, almost 100% of users trust recommendations from other people.
In today's article, we'll look at 10 examples of the most successful user-generated content campaigns on Instagram.
Why user-generated content?
UGC helps increase engagement on Instagram, such posts receive more comments and likes. And engagement is very important for a brand’s success on social networks, because the more popular the content, the more likely it is to appear in subscribers’ news feeds and in the first positions in search results.
Many global brands repost user content on their profile:
To appreciate the importance of user-generated content, let's look at the most successful uses of it from brands on Instagram.
1. The UPS Store
The UPS Store uses Instagram to highlight its small business customers. They post content using #TheUPSStoreCustomer:
Posted by The UPS Store (@theupsstore) Feb 25, 2017 at 9:03 am PST
All B2B brands should take note of this campaign, especially if it’s difficult to tell an interesting story about your product or service. Few people will find photos of packaging materials and boxes attractive, but the stories of real people told underneath them really sank into the soul.
Posted by The UPS Store (@theupsstore) Apr 13, 2017 at 12:38 pm PDT
Conclusion for marketers: Use user-generated content to highlight an unexpected or unique side of your brand. These could be stories from your customers, users, or community members. Ask people to share a little-known side of your brand.
2.Aerie
Women's clothing brand Aerie's #AerieReal campaign is something to aspire to. It's simple but effective.
There has been controversy surrounding the over-processing of marketing photos for a long time. Many are sure that such images negatively affect girls’ self-esteem and distort their idea of a real female figure.
That's why Aerie decided to stop retouching photos of their models in swimsuits. And for every follower who shares their raw photo with the hashtag #AerieReal, the brand donates $1 to the National Eating Disorders Association (NEDA).
Posted by aerie (@aerie) May 26, 2017 at 1:49 PDT
Conclusion for marketers: Give people a reason to participate in your campaign that goes beyond Instagram. Customers love to buy from companies that stand up for themselves and want to help others. If you are able, support a relevant movement or charity. A gesture like this will generate interest in your campaign. You'll be doing good while increasing user engagement and building brand awareness. Isn't it wonderful?
3. Buffer
Posted by Buffer (@buffer) May 31, 2017 at 12:05 pm PDT
4. Wayfair
Posted by Wayfair (@wayfair) Mar 8, 2017 at 5:52 PST
Wayfair then reposted the user-generated content and added a link to the products shown in the photo. A great combination of real reviews and inspiration.
Wayfair has another campaign that is not as popular, but helps show the brand's product in action - #WayfairPetSquad.
Conclusion for marketers: Use user-generated content to help people find and buy your products. Remember, people trust reviews. If you show them how other customers are using the product effectively, they will be more likely to want to visit your site.
5. IBM
Tech giant IBM posts content from customers and community members on Instagram using the hashtag #IBM. Their strategy is quite simple, but it allows you to look “behind the scenes” of the world's largest corporation.
Posted by IBM (@ibm) Nov 21, 2016 at 1:49 PST
It's great to see people working for IBM and using the brand's products and services in their daily lives.
Conclusion for marketers: show the human side of your brand, especially if your product is not easy to convey visually. Share content from customers, employees, and community members to show it in action.
6. Netflix
The popular video service Netflix shares fan posts dedicated to certain TV series and films.
A great way to tell everyone about upcoming premieres. After all, everyone is already looking forward to the new show, which awakens natural interest in the subject of heated discussions.
Conclusion for marketers: if you're releasing a new product or want to break news, use UGC to generate interest in the topic. This way, more users will know about you and your new offer.
7.Hootsuite
Social media service Hootsuite uses the hashtag #HootsuiteLife to talk about what it's like to work in their offices around the world.
The brand prides itself on its culture, and user-generated content helps it attract talented employees.
#HootsuiteLife is about employees and community members who have so much fun working at Hootsuite.
The secondary UGC campaign #LifeofOwly follows the life of the company's mascot.
8. Starbucks
Every December, Starbucks launches the #RedCupContest campaign to promote its seasonal drinks. The brand encourages users to share photos of their red cups for a chance to win a gift card. And fans always actively participate in the competition - more than 40,000 photos with red cups have already been published.
#RedCupContest is a thoughtful UGC campaign. It invites users to compete for a valuable prize, promotes seasonal products and helps increase sales - because in order to take a photo with a red cup, you must first buy it.
Sometimes it can be difficult to imagine what software will do for you until you see it in action. The UGC campaign helps Adobe demonstrate the capabilities of its products.
#Adobe_InColor is a brand themed campaign that has amassed over 300 posts in just a few weeks. User-generated content allows a brand to highlight customer talent and promote its unique values and culture.
10. BMW
BMW uses the hashtag #BMWRepost to share content from happy owners of the brand's cars:
BMW sells high-performance cars to consumers who take pride in their accomplishments, and user-generated content helps spread that pride to everyone around them.
Conclusion for marketers: Give users a reason to seriously consider purchasing your product. At the same time, it is not at all necessary to offer luxury goods. Many brands have loyal fans. Let them tell you how much they love you to attract even more repeat customers.
User-generated content is an indispensable tool in the modern marketer’s arsenal. Motivate your followers to tell their stories and share unique photos related to the brand. After all, sincere user recommendations are more effective than even the most ingenious advertising.
We've released a new book, Social Media Content Marketing: How to Get Inside Your Followers' Heads and Make Them Fall in Love with Your Brand.
I'm willing to bet that before you look for a good dentist on the Internet, you will ask where your friend went to get his teeth treated last month. And if he starts praising a clinic on the other side of town, you will go there because you trust your friend. Today we’ll figure out how it works on the Internet and talk about user-generated content (or User Generated Content). First, let's figure out what it is and how to use it.
What is user-generated content?
These are all posts, comments, reviews, testimonials, photos and reviews that are left by visitors to your website or group subscribers on social networks.
Custom is good because it involves the audience in interaction with the brand, and this increases customer loyalty and makes them buy more often and more. But this is not its only advantage. UGC also affects those who are not yet personally acquainted with your business. 8 out of 10 users study reviews about a product or company before purchasing. People trust people, so one real review from a real person can be worth five advertising texts. If you have positive feedback from real clients, and posts on social networks are regularly commented on by subscribers, this is a plus - each such post is a signal that everything is OK with your business.
Let's look at examples.
We have an online store. And each product card from the catalog has a review block, where you can rate it and write a short review of the product. This will be user content. Ideally, behind every review there should be a living person with his own story.
Example number two: we have a group from the same online store “VKontakte”. Every comment or photo review is also UGC. At the same time, it is not so important whether it is useful for other users; the engagement and trust of subscribers increases in any case.
An example of reviews on the website of a photographic equipment store:
Let's summarize. User Generated Content is:
- direct interaction between customers and brand;
- a tool that increases user loyalty and trust;
- a couple of extra points in the SEO box - the more comments and reviews on a site, the more search engines like it.
How to get the most out of user-generated content
Try to use it wherever possible. The main thing is to give users an incentive to create new content. The percentage of people who write reviews simply out of boredom or out of pure altruism is vanishingly small.
Now let's take a closer look.
SMM
Let's start with the holy of holies - reviews. You can work with them in different ways:
- Encourage users to take photos with the product. There are also several approaches here: you can ask them to take photos with hashtags (most suitable for Instagram), you can create a separate album and post photos from there to the main page. In any case, you get real photos of real people, and they are valued higher than staged and photoshopped images on product cards. The main disadvantage is that photo reviews are not suitable for all topics, because some things cannot even be touched. What should you photograph if you sell, say, software? But in other cases this is a great option.
- Text reviews. It’s the same here – you can highlight a special discussion, or you can simply publish all the reviews on the main page of the group. Moreover, it is not necessary to work exclusively with reviews from social networks. If you receive a flurry of thanks via email or website, post reviews from there. The main thing is that there is no ordering - fake posts are immediately visible.
Other types of user generated content are also best revealed in social networks. The easiest way there is to ask a question, write a comment on a post, or take part in a survey. Take advantage of this - hold competitions and promotions, encourage the activity of subscribers and do not limit yourself to one social network. It pays off.
UGC on the site: what content do you need?
There are fewer opportunities here, but they exist. Mandatory program - reviews. They are needed so that potential customers can evaluate the experience of other people and simply make sure that they are buying from you. If possible, attach an expanded rating system to the site, rather than just standard stars. If, for example, you sell equipment, invite people to evaluate the design, functionality, reliability and price/quality ratio. This will give people hints on what to write about if they feel like it.
Well, a standard scheme with mini-discounts for reviews won’t hurt either - this will give people an additional incentive to create content.
We've released a new book, Social Media Content Marketing: How to Get Inside Your Followers' Heads and Make Them Fall in Love with Your Brand.
User-generated content is materials on a website that are created by its visitors.
More videos on our channel - learn internet marketing with SEMANTICA
Let's look at what user-generated content is using a simple example. Almost every girl had her own diary. She decorated it beautifully and sent it “for a walk” around the class. Each student left an entry in this diary. In fact, the document belonged to the girl, and all the notes were left by its readers.
Every person sometimes wants not only to find something on the Internet, but to express their thoughts. They maintain their own blogs, opinion columns, etc.
For example, there is an information portal. Its users form an online community around the site. Some may maintain their personal blogs on the same site. This is an example of UGC.
How to use user-generated content
Positive Impact of UGC
- Helps you touch and see products and services in reality.
- Increases trust: “if someone has already bought it, then I can buy it too.”
As for UGC for online stores, there are only advantages to its use.
Website visitors can sell your products and services. Instead of paid editors, website content can be created by passionate users: quickly, voluntarily, in large quantities and for free. And the task of the project administrator is to create all the conditions to find active editors and encourage them to do so.
