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Owned User Generated Content als neue Form der Content-Strategie für Social Media Kampagnen

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  • Tanja Marlen Zweigle
  • Katharina Rauh

Abstract

Die Studie untersucht die strategische Bedeutung von Owned User-Generated Content (UGC) für Marken in sozialen Medien. Sie vergleicht Owned UGC mit Earned UGC und Brand-Generated Content und zeigt auf, wie Unternehmen diese relativ neue Form des nutzergenerierten Contents, der auf unternehmenseigenen Kanälen gepostet wird, in ihre Social-Media-Strategien integrieren können. Basierend auf einer Analyse von 150 organischen und 75 bezahlten Instagram-Beiträgen wird ein tieferes Verständnis für die Nutzung und Rolle von Owned UGC gewonnen. Es wird aufgezeigt, wie Owned UGC die Grenzen zwischen Markenbotschaften und Nutzerkreativität neu definiert. Zugleich werden wichtige Einblicke in die strategische Verwendung von Owned UGC in bezahlten und organischen Inhalten gegeben. Die Ergebnisse der Studie offenbaren die Notwendigkeit von Kreativität und Flexibilität in der dynamischen Welt der sozialen Medien, um den Anforderungen des modernen Content-Marketings gerecht zu werden. Trans-Abstract: This study delves into the strategic role of Owned User-Generated Content (UGC) for brands on social media, comparing it with Earned UGC and Brand-Generated Content. Through analysis and research, it explores how Owned UGC blurs the lines between brand messaging and user creativity, offering insights into its effective integration into both paid and organic content strategies. It emphasizes the importance of creativity and adaptability in meeting the demands of contemporary content marketing.

Suggested Citation

  • Tanja Marlen Zweigle & Katharina Rauh, 2024. "Owned User Generated Content als neue Form der Content-Strategie für Social Media Kampagnen," Der Betriebswirt, Duncker & Humblot, Berlin, vol. 65(1), pages 7-21.
    • Handle: RePEc:dah:aeqdbw:v65_y2024_i1_q1_p7-21
    DOI: 10.3790/dbw.65.1.7
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