UGC AND HUMAN BRANDS

In a globalized world, having a brand is no longer enough; to stand out, companies must humanize themselves. Consumers want more than just products or services—they demand authentic, close-knit experiences. That is why the voice of "someone like me" carries so much weight. Today, more than 90% of people trust genuine content created by peers, and in Latin America, nearly 77% prefer reviews from everyday people over traditional ads

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User-Generated Content (UGC) is the answer to this demand, acting as a social mirror where the public sees itself. Seeing a real person testing a product builds immediate identification, reduces uncertainty, and validates the decision to buy. This is why UGC has become a vital pillar for digital strategies aimed at connecting authentically with an increasingly savvy audience

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To understand this, we look to social psychology. G. H. Mead explained that our identity forms through interaction with others. Online, users mold their perceptions by watching how others interact with a brand. Viewing videos or reviews from relatable people functions as a remote social interaction that fosters trust and empathy. UGC serves as the bridge, allowing consumers to reflect on others' experiences and build a stronger emotional link

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However, this brings challenges regarding consistency. As spontaneous content, UGC can easily drift away from a brand's desired tone or values. Alignment is crucial. At O2 Group Latam, we view every brand as a living work of art that requires coherence at every touchpoint—including UGC. Curating who creates content, the methods they use, and the messages they send is fundamental to upholding the brand's ideal

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Quality and tone are equally critical. Negative or misguided content is often viewed as more credible than a polished ad, meaning a bad comment can damage a reputation faster than weak advertising. A robust UGC strategy requires clear guidelines, moderation, and a framework for creators. This preserves authenticity without compromising the corporate image

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At O2 Group Latam, we believe the secret lies in balancing humanization with coherence. A brand must feel alive in every communication. We bet on an approach that is organic yet meticulous—using UGC to deepen emotional connections by revealing a human facet, while strategic supervision ensures the brand’s DNA remains intact

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