Los Social media, una herramienta clave para el Branded content
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Los Social media, herramienta clave para el Branded Content

brandedcontentEn los social media el branded content ha descubierto una herramienta para activar el recuerdo de la marca y potenciar así, la intención de compra. Ahora, los contenidos dirigidos a potenciar la identidad de marca que serán publicados en redes sociales tienen una estructura, un tono y una finalidad específica, teniendo en cuenta el target al que va dirigido el producto y la red social en la que se hace la publicación. Escoger las imágenes, los videos y el texto adecuado es tarea del branded content, pero éste variará en función del target del producto a vender y de la red social utilizada para dar difusión.
Según un estudio llevado a cabo por Yahoo, la mitad de los usuarios de redes sociales es capaz de recordar  durante 30 días la información sobre marcas publicada en las plataformas que visitan. Según los resultados del estudio, los jóvenes de entre 14 y 34 años son capaces de recordar mucho mejor este tipo de información. El 63% de los usuarios de redes sociales apunta, en este sentido, que valora muy positiva mente todas aquellas compañías que se esfuercen por viralizar contenidos interesantes en las redes sociales. De hecho, la mayoría opina que esto es un factor que les genera una predisposición mayor para probar nuevas marcas. El 61% confiesa que el hecho de publicar contenidos interesantes en las redes les anima mucho más para comprar sus productos.
El estudio resalta la red social Tumblr, poco explorada en Europa pero muy popular en Estados Unidos. Según el informe de Yahoo, uno de cada dos usuarios confiesa que una marca presente en esta popular red social está mirada con mejores ojos por los internautas que una que no lo esté.

Respecto a los usuarios de Tumblr, el 55% consulta contenidos con regularidad en la red. El 29% compra en esta red social y el 36% recomienda marcas que publican contenidos en la red.

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