The content created by consumers is undoubtedly one of the great assets that brands should take advantage of and from KFC they know it.
Recently Ipsos MediaCT revealed in a study that consumers in particular, ages 18 to 36 trust UGC (User-generated content) 50 percent more than traditional media. The study also found that UGC has 20 percent more influence on purchase decisions and 35 percent more recall than other types of media.
In fact, Audiense points out that when conducting an online search on any of the top 20 brands in the world, 25 percent of the results obtained are links to content generated by the audiences themselves, while on platforms such as YouTube the videos that They fall into the UGC content category and are viewed 10 times more than the official content of any commercial firm.
These figures are what make active listening on social networks a unique need today.
With more and more players in digital, gaining relevance in this environment is especially complex and perhaps the correct capitalization of this type of content is the key.
At least that is how KFC lets you see it, a brand that from its Twitter account aimed at the Spanish market has given a lecture on how to gain visibility and reach on social networks, where it has now resumed a peculiar corrido created by a Mexican youtuber inspired by Colonel Sanders .
The Spanish KFC account on Twitter has taken up a fragment of the aforementioned corrido which, with a particularly Mexican style, tells the success story that the brand and its renowned character Colonel Sanders have lived through.
Listen to the full song here. A capo @lalothingYT https://t.co/Toody4SVyC
– KFC (@KFC_ES) September 1, 2021
The fragment of the melody was accompanied by a series of recognized and emblematic images of today’s digital culture and has generated all kinds of comments.
Additionally, the KFC community manager invited his followers to listen to the competing piece that lives on YouTube and that has been signed by Yair Eduardo Guzman, better known as Lalothing, a Mexican youtuber who is dedicated to uploading music videos of regional music.
The truth is that although this publication of KFC Spain has arrived these days, the appearance of this corrido is not new.
It was three months ago when the original version was published on YouTube and KFC Mexico was one of the first accounts to echo this piece inspired by its brand character.
At that time, from its digital properties focused on the Mexican market, the brand published the message “* When someone asks me how the Colonel achieved success with KFC *”, which was accompanied by an image of Colonel Sanders wearing “clothing norteña ”where the text was read:“ In fact there is a corrido that explains it… ”.
Both cases are examples of the way in which brands must capitalize on the “free promotion and publicity” that the consumer is able to deliver.