{"id":3322,"date":"2019-03-01T09:00:25","date_gmt":"2019-03-01T09:00:25","guid":{"rendered":"https:\/\/prettylinks.com\/?p=3322"},"modified":"2021-09-10T13:09:16","modified_gmt":"2021-09-10T13:09:16","slug":"encourage-user-generated-content","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/fr\/blog\/encourage-user-generated-content\/","title":{"rendered":"3 fa\u00e7ons d'encourager le contenu g\u00e9n\u00e9r\u00e9 par les utilisateurs"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenu<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d11fb238373\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d11fb238373\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/prettylinks.com\/fr\/blog\/encourage-user-generated-content\/#An_Introduction_to_User-Generated_Content\" >Introduction au contenu g\u00e9n\u00e9r\u00e9 par les utilisateurs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/fr\/blog\/encourage-user-generated-content\/#3_Ways_to_Encourage_User-Generated_Content\" >3 fa\u00e7ons d'encourager le contenu g\u00e9n\u00e9r\u00e9 par les utilisateurs<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/fr\/blog\/encourage-user-generated-content\/#1_Make_Use_of_Social_Media_Platforms\" >1. Utiliser les plateformes de m\u00e9dias sociaux<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/fr\/blog\/encourage-user-generated-content\/#2_Craft_a_Hashtag_Strategy\" >2. \u00c9laborer une strat\u00e9gie de hashtag<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/prettylinks.com\/fr\/blog\/encourage-user-generated-content\/#3_Simplify_the_Process\" >3. Simplifier le processus<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/prettylinks.com\/fr\/blog\/encourage-user-generated-content\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>La cr\u00e9ation de mat\u00e9riel promotionnel est essentielle au succ\u00e8s continu de toute entreprise ou marque. Toutefois, l'\u00e9laboration d'un contenu de qualit\u00e9 peut souvent s'av\u00e9rer co\u00fbteuse et chronophage, et certaines actions de marketing peuvent sembler peu sinc\u00e8res aux yeux des utilisateurs. Heureusement, il existe d'autres moyens de faire passer votre message.<br><\/p>\n\n\n\n<p>Gr\u00e2ce \u00e0 notre monde moderne et num\u00e9rique, les <a href=\"https:\/\/blog.remesh.ai\/drive-organizational-change-with-user-generated-content-ugc\" target=\"_blank\" rel=\"noreferrer noopener\">la production de contenu g\u00e9n\u00e9r\u00e9 par l'utilisateur (CGU)<\/a> est tr\u00e8s r\u00e9pandu. En termes simples, le CGU est un contenu produit par les membres du public, qui peut \u00e9galement \u00eatre utilis\u00e9 \u00e0 des fins promotionnelles. En encourageant vos visiteurs ou vos clients \u00e0 soumettre leur propre mat\u00e9riel, vous pouvez d\u00e9velopper une approche rentable et de confiance pour le marketing en ligne.<\/p>\n\n\n\n<p>Dans cet article, nous expliquerons pourquoi l'UGC est important. Nous aborderons \u00e9galement quelques-uns des moyens d'inciter vos utilisateurs \u00e0 en cr\u00e9er. C'est parti !<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"An_Introduction_to_User-Generated_Content\"><\/span>Introduction au contenu g\u00e9n\u00e9r\u00e9 par les utilisateurs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pour \u00eatre plus pr\u00e9cis, l'UGC est tout type de contenu sur une marque ou une entreprise qui a \u00e9t\u00e9 cr\u00e9\u00e9 par des consommateurs non r\u00e9mun\u00e9r\u00e9s. Il peut s'agir des lecteurs de votre blog, des clients de votre boutique en ligne, etc. Le CGU peut prendre de nombreuses formes, mais il est le plus souvent diffus\u00e9 via les m\u00e9dias sociaux et sous la forme d'avis et de t\u00e9moignages de clients.<\/p>\n\n\n\n<p>Quel que soit son support, le CGU est toujours d\u00e9fini par un membre du public qui fait la promotion d'une marque. La pr\u00e9sence de CGU est un indicateur important de l'engagement de votre public envers votre entreprise, surtout si l'on tient compte du fait que ce contenu est produit gratuitement.<\/p>\n\n\n\n<p>L'UGC est donc un moyen \u00e9conomique de commercialiser votre marque en ligne. En laissant des commentaires positifs ou en publiant des images et des vid\u00e9os sur les m\u00e9dias sociaux, vos clients font la promotion \u00e0 votre place - et attirent ainsi un public plus large. \u00c9couter et afficher les opinions de votre public est \u00e9galement un moyen intelligent de <a rel=\"noreferrer noopener\" aria-label=\" (s&#039;ouvre dans un nouvel onglet)\" href=\"http:\/\/resources.bazaarvoice.com\/rs\/bazaarvoice\/images\/201202_Millennials_whitepaper.pdf\" target=\"_blank\">fid\u00e9liser les clients \u00e0 la marque<\/a>.<\/p>\n\n\n\n<p>Apr\u00e8s tout, les gens ont tendance \u00e0 se fier davantage \u00e0 l'opinion d'autres consommateurs qu'aux messages \u00e9manant d'une marque. <a rel=\"noreferrer noopener\" aria-label=\" (s&#039;ouvre dans un nouvel onglet)\" href=\"https:\/\/www.socialmediatoday.com\/news\/survey-finds-consumers-crave-authenticity-and-user-generated-content-deli\/511360\/\" target=\"_blank\">60% de personnes<\/a> affirment que le CGU est le type de contenu le plus authentique, et <a rel=\"noreferrer noopener\" aria-label=\" (s&#039;ouvre dans un nouvel onglet)\" href=\"https:\/\/crowdriff.com\/user-generated-content-stats\/\" target=\"_blank\">85% des consommateurs<\/a> trouvent le CGU plus influent que le contenu provenant directement des marques. Le niveau suppl\u00e9mentaire de cr\u00e9dibilit\u00e9 qu'apporte le CGU peut contribuer \u00e0 augmenter les taux de conversion et le trafic sur le site, ce qui vaut la peine de l'encourager.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Ways_to_Encourage_User-Generated_Content\"><\/span>3 fa\u00e7ons d'encourager le contenu g\u00e9n\u00e9r\u00e9 par les utilisateurs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pour r\u00e9colter les fruits du CGU, vous devez d'abord inciter votre public \u00e0 en cr\u00e9er. Bien qu'il soit difficile de les forcer \u00e0 le faire, il existe de nombreux moyens d'encourager ce type de contenu. Commen\u00e7ons par examiner le plus grand g\u00e9n\u00e9rateur de CGU.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Make_Use_of_Social_Media_Platforms\"><\/span><strong>1. Utiliser les plateformes de m\u00e9dias sociaux<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Comme nous l'avons d\u00e9j\u00e0 mentionn\u00e9, les m\u00e9dias sociaux sont l'une des sources les plus importantes de CGU. C'est un endroit id\u00e9al pour encourager ce type de contenu, et le r\u00e9sultat peut prendre plusieurs formes.<\/p>\n\n\n\n<p>Si vous \u00eates une marque \u00e9tablie, les utilisateurs cr\u00e9eront probablement du contenu promotionnel sans que vous ayez \u00e0 le demander. Les clients publient souvent des photos des produits qu'ils utilisent actuellement, et l'inclusion dans ce type de mat\u00e9riel donne un coup de pouce promotionnel instantan\u00e9.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2019\/02\/sigma-beauty-ugc.png\" alt=\"UGC pour la marque Sigma Beauty.\" class=\"wp-image-3332\" width=\"800\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2019\/02\/sigma-beauty-ugc.png 1018w, https:\/\/prettylinks.com\/wp-content\/uploads\/2019\/02\/sigma-beauty-ugc-300x121.png 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2019\/02\/sigma-beauty-ugc-768x310.png 768w\" sizes=\"(max-width: 1018px) 100vw, 1018px\" \/><\/figure><\/div>\n\n\n\n<p>Cependant, si votre marque n'a pas encore atteint ce niveau, la meilleure fa\u00e7on de demander des CGU est de faire exactement cela. Cr\u00e9ez <a rel=\"noreferrer noopener\" aria-label=\"Appels \u00e0 l&#039;action (CTA) (s&#039;ouvre dans un nouvel onglet)\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-to-write-an-effective-call-to-action-for-your-website\/\" target=\"_blank\">Appels \u00e0 l'action (CTA)<\/a> qui encouragent la cr\u00e9ation. Par exemple, vous pouvez demander \u00e0 votre public de partager des images de leurs produits pr\u00e9f\u00e9r\u00e9s et proposer une incitation \u00e0 le faire.<\/p>\n\n\n\n<p>Il peut s'agir de n'importe quoi, d'un code de r\u00e9duction ou de la promesse de partager la photo sur les canaux de votre marque. L'affichage du contenu des utilisateurs sur votre site web peut \u00e9galement entra\u00eener des conversions suppl\u00e9mentaires. Un exemple parmi d'autres, <a rel=\"noreferrer noopener\" aria-label=\" (s&#039;ouvre dans un nouvel onglet)\" href=\"http:\/\/www.sigmabeauty.com\/-sigmabeauty\/\" target=\"_blank\">Sigma Beauty<\/a> a constat\u00e9 une augmentation de pr\u00e8s de 4 fois de l'engagement sur site apr\u00e8s avoir mis l'accent sur l'UGC - et votre marque peut faire de m\u00eame.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Craft_a_Hashtag_Strategy\"><\/span><strong>2. \u00c9laborer une strat\u00e9gie de hashtag<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Les hashtags sont un atout extr\u00eamement pr\u00e9cieux pour votre marque, car ils vous permettent d'\u00e9tendre la port\u00e9e de votre contenu au-del\u00e0 des personnes qui suivent d\u00e9j\u00e0 vos profils. Toute personne int\u00e9ress\u00e9e par le hashtag que vous utilisez est susceptible d'\u00eatre r\u00e9ceptive \u00e0 ce que vous proposez.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2019\/02\/Screenshot-2019-02-05-at-15.28.55-1024x310.png\" alt=\"Un message Twitter avec un certain nombre de hashtags.\" class=\"wp-image-3324\" width=\"800\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2019\/02\/Screenshot-2019-02-05-at-15.28.55-1024x310.png 1024w, https:\/\/prettylinks.com\/wp-content\/uploads\/2019\/02\/Screenshot-2019-02-05-at-15.28.55-300x91.png 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2019\/02\/Screenshot-2019-02-05-at-15.28.55-768x232.png 768w, https:\/\/prettylinks.com\/wp-content\/uploads\/2019\/02\/Screenshot-2019-02-05-at-15.28.55.png 1170w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>La chose la plus importante \u00e0 retenir lors de l'\u00e9laboration de votre campagne de hashtags est de ne pas en faire trop. <a href=\"https:\/\/blog.bufferapp.com\/a-scientific-guide-to-hashtags-which-ones-work-when-and-how-many\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (s&#039;ouvre dans un nouvel onglet)\">Des \u00e9tudes ont montr\u00e9 que<\/a> que les tweets contenant un hashtag obtiennent deux fois plus d'engagement que ceux qui n'en contiennent pas. Toutefois, la m\u00eame \u00e9tude a \u00e9galement montr\u00e9 que l'utilisation de plus de deux hashtags peut entra\u00eener une baisse de l'engagement pouvant aller jusqu'\u00e0 17%. <\/p>\n\n\n\n<p>Si vous voulez que vos hashtags d\u00e9bouchent sur un CGU, vous devez bien s\u00fbr en cr\u00e9er qui soient r\u00e9ellement utilisables par les gens. Essayez d'utiliser un langage utilisable ou personnalisable, y compris des mots tels que \"moi\" et \"je\". Ces types de hashtags impliquent directement l'utilisateur, ce qui augmente la probabilit\u00e9 qu'ils soient utilis\u00e9s pour cr\u00e9er du contenu in\u00e9dit.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Simplify_the_Process\"><\/span><strong>3. Simplifier le processus<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Les gens sont occup\u00e9s, il est donc important de rendre la cr\u00e9ation de contenu aussi simple que possible pour votre public. C'est particuli\u00e8rement vrai lorsqu'il s'agit de t\u00e9moignages d'utilisateurs, une forme de CGU particuli\u00e8rement b\u00e9n\u00e9fique. <a rel=\"noreferrer noopener\" aria-label=\" (s&#039;ouvre dans un nouvel onglet)\" href=\"https:\/\/www.expertvoice.com\/blog\/the-psychology-of-brand-trust-influencer-marketing\/\" target=\"_blank\">92% de personnes sont plus susceptibles<\/a> de faire confiance \u00e0 l'opinion d'un client plut\u00f4t qu'au marketing d'une marque. Il est donc presque essentiel d'encourager les commentaires.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2019\/02\/testimonials-example-1024x444.png\" alt=\"Exemple de t\u00e9moignages de clients.\" class=\"wp-image-3331\" width=\"800\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2019\/02\/testimonials-example-1024x444.png 1024w, https:\/\/prettylinks.com\/wp-content\/uploads\/2019\/02\/testimonials-example-300x130.png 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2019\/02\/testimonials-example-768x333.png 768w, https:\/\/prettylinks.com\/wp-content\/uploads\/2019\/02\/testimonials-example.png 1329w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>Pour ce faire, vous pouvez utiliser des fen\u00eatres contextuelles et des invites pour demander aux clients de donner leur avis apr\u00e8s chaque achat. Souvent, les gens ne laissent pas d'avis simplement parce qu'ils n'y pensent pas, ce qui signifie qu'un rappel rapide peut \u00eatre tout ce dont ils ont besoin. Vous pouvez \u00e9galement proposer une incitation. Les codes de r\u00e9duction sont particuli\u00e8rement utiles \u00e0 cet \u00e9gard, mais l'essentiel est de proposer quelque chose qui soit en rapport avec votre marque.<\/p>\n\n\n\n<p>Il est \u00e9galement judicieux d'afficher les t\u00e9moignages que vous recevez sur votre site web. Vous renforcez ainsi votre cr\u00e9dibilit\u00e9 et rendez les t\u00e9moignages accessibles et faciles \u00e0 lire. Si vous utilisez WordPress, un plugin comme <a rel=\"noreferrer noopener\" aria-label=\" (s&#039;ouvre dans un nouvel onglet)\" href=\"https:\/\/wordpress.org\/plugins\/strong-testimonials\/\" target=\"_blank\">Des t\u00e9moignages forts<\/a> simplifiera grandement ce processus.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>La cr\u00e9ation de contenu de marque peut \u00eatre un processus long et souvent co\u00fbteux. Heureusement, le CGU est un excellent moyen de r\u00e9duire les co\u00fbts de marketing. L'implication des utilisateurs dans votre marque peut donner un coup de pouce promotionnel instantan\u00e9 et constitue \u00e9galement un excellent moyen d'accro\u00eetre leur engagement vis-\u00e0-vis de votre entreprise. <br><br>Dans cet article, nous avons identifi\u00e9 trois fa\u00e7ons d'encourager l'UGC. Passons-les en revue une nouvelle fois :<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Utilisez les m\u00e9dias sociaux pour atteindre directement vos publics existants et nouveaux.<\/li><li>Mettez en place des hashtags efficaces qui incitent les gens \u00e0 s'impliquer.<\/li><li>Facilitez autant que possible le processus d'envoi d'un retour d'information.<\/li><\/ol>\n\n\n\n<p>Vous avez d'autres questions sur le contenu g\u00e9n\u00e9r\u00e9 par l'utilisateur ? Faites-nous en part dans la section des commentaires ci-dessous !<br><\/p>","protected":false},"excerpt":{"rendered":"<p>La cr\u00e9ation de mat\u00e9riel promotionnel est essentielle au succ\u00e8s continu de toute entreprise ou marque. Toutefois, l'\u00e9laboration d'un contenu de qualit\u00e9 peut souvent s'av\u00e9rer co\u00fbteuse et chronophage, et certaines actions de marketing peuvent sembler peu sinc\u00e8res aux yeux des utilisateurs. Heureusement, il existe d'autres moyens de faire passer votre message. Gr\u00e2ce \u00e0 notre monde moderne et num\u00e9rique, la production...<\/p>","protected":false},"author":11450,"featured_media":3364,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-3322","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"User-generated content can help you market your brand and build trust. 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