{"id":5841,"date":"2015-11-19T09:47:43","date_gmt":"2015-11-19T08:47:43","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=5841"},"modified":"2025-08-08T09:54:52","modified_gmt":"2025-08-08T07:54:52","slug":"infographie-potentiel-de-luser-generated-content","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/webmarketing\/infographie-potentiel-de-luser-generated-content\/","title":{"rendered":"[Infographie] Le potentiel de l&rsquo;user-generated content"},"content":{"rendered":"<p>L&rsquo;adoption massive des r\u00e9seaux sociaux combin\u00e9e \u00e0 la d\u00e9mocratisation des smartphones ont fait de chacun un <strong>\u00e9diteur de contenu<\/strong> en puissance. De ce fait,\u00a0l&rsquo;user-generated content, qui d\u00e9signe les contenus produits par les utilisateurs pour une marque,\u00a0est devenu une <strong>strat\u00e9gie marketing<\/strong> qui<strong>\u00a0<\/strong>int\u00e9resse de plus en plus les annonceurs.<\/p>\n<p>La plateforme de marketing sp\u00e9cialis\u00e9e dans l&rsquo;user-generated content Offerpop a r\u00e9cemment mis au point\u00a0une infographie tr\u00e8s compl\u00e8te permettant de saisir l&rsquo;importance prise par ces contenus pour les <strong>consommateurs<\/strong> mais aussi les <strong>opportunit\u00e9s d&rsquo;engagement<\/strong> que repr\u00e9sente cette tendance pour les annonceurs avertis.<\/p>\n<h2>L&rsquo;user-generated content vu par les consommateurs<\/h2>\n<p>L&rsquo;<a href=\"https:\/\/www.odw.fr\/blog\/campagnes-publicitaires-2\/4-exemples-de-campagnes-a-succes-basees-sur-luser-generated-content\/\">user-generated content<\/a> a notamment un impact sur les <strong>comportements d&rsquo;achat<\/strong>\u00a0des consommateurs. C&rsquo;est\u00a0une <strong>alternative de confiance<\/strong> par rapport aux discours publicitaires des marques.<\/p>\n<p>Quelques \u00e9clairages pr\u00e9cieux fournis \u00e0 ce sujet par Offerpop :<\/p>\n<ul>\n<li><strong>92%<\/strong> des consommateurs font <strong>davantage confiance<\/strong> aux <a href=\"https:\/\/www.odw.fr\/expertises\/agence-brand-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">contenus mis en ligne<\/a> par leurs proches qu&rsquo;aux contenus \u00e9dit\u00e9s par les marques ;<\/li>\n<li>les consommateurs consacrent en moyenne <strong>5,4 heures par jour<\/strong> \u00e0 consulter de l&rsquo;user-generated content ;<\/li>\n<li><strong>53%<\/strong> des internautes issus de la g\u00e9n\u00e9ration Y d\u00e9clarent que les contenus g\u00e9n\u00e9r\u00e9s par les utilisateurs d&rsquo;un site ont<strong>\u00a0<\/strong>une<strong> influence sur\u00a0leurs d\u00e9cisions<\/strong> d&rsquo;achat.<\/li>\n<\/ul>\n<h2>C\u00f4t\u00e9 marques : un potentiel d&rsquo;engagement \u00e0 exploiter<\/h2>\n<p>La troisi\u00e8me section de l&rsquo;infographie s&rsquo;int\u00e9resse aux r\u00e9sultats obtenus par l&rsquo;user-generated content, et notamment \u00e0 la <strong>plus-value d&rsquo;engagement<\/strong> qu&rsquo;il peut g\u00e9n\u00e9rer. Cet hausse de l&rsquo;engagement peut \u00eatre favoris\u00e9e par la mise en place de jeux concours \u00e0 m\u00e9canique virale ou en incitant les utilisateurs d&rsquo;un service \u00e0 laisser leurs avis sur un site. Quelques chiffres :<\/p>\n<ul>\n<li>un internaute passe\u00a090% de temps en plus sur un site qui\u00a0propose du contenu g\u00e9n\u00e9r\u00e9 par les utilisateurs (une section \u00ab\u00a0avis des utilisateurs\u00a0\u00bb ou la possibilit\u00e9 de commenter sur une page par exemple) ;<\/li>\n<li>les <strong>campagnes sur les r\u00e9seaux sociaux <\/strong>g\u00e9n\u00e8rent <strong>50% d&rsquo;engagement en plus<\/strong> lorsque celles-ci s&rsquo;appuient sur\u00a0l&rsquo;user-generated content ;<\/li>\n<li>une campagne publicitaire contenant de l&rsquo;user-generated content g\u00e9n\u00e8re des<strong> taux de clics 5 fois plus \u00e9lev\u00e9s<\/strong> qu&rsquo;une campagne classique.<\/li>\n<\/ul>\n<p>Retrouvez l&rsquo;int\u00e9gralit\u00e9 de l&rsquo;infographie mise au point par Offerpop ci-dessous :<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-5843 aligncenter\" src=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2015\/11\/why-ugc-infographic.jpg\" alt=\"Infographie sur l'user-generated content\" width=\"100%\" height=\"auto\" srcset=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2015\/11\/why-ugc-infographic.jpg 1650w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2015\/11\/why-ugc-infographic-92x300.jpg 92w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2015\/11\/why-ugc-infographic-313x1024.jpg 313w\" sizes=\"(max-width: 1650px) 100vw, 1650px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;adoption massive des r\u00e9seaux sociaux combin\u00e9e \u00e0 la d\u00e9mocratisation des smartphones ont fait de chacun un \u00e9diteur de contenu en puissance. De ce fait, l&rsquo;user-generated [&#8230;]<\/p>\n","protected":false},"author":15,"featured_media":5847,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[67],"tags":[812,65,1042,99,1037],"class_list":["post-5841","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webmarketing","tag-comportement-dachat","tag-contenu","tag-contenus-generes-par-les-utilisateurs","tag-engagement","tag-user-generated-content"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Infographie] Le potentiel de l&#039;user-generated content - Agence digitale ODW<\/title>\n<meta name=\"description\" content=\"92\u202f% des consommateurs font davantage confiance aux contenus g\u00e9n\u00e9r\u00e9s par leurs proches que par les marques. 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