The Studies About Brand Communication Of Ugc Model In Commercial Micro-films

Commercial micro-movies have been playing a key role in today’s micro-movie market whose commerciality brings a for-profit model to micro-movies, while also makes themselves gradually become sugarcoated commercials with a lack of substantive contents. A UGC pattern (User-Generated Content) could be considered as a kind of internet users’ behavior of which emergence makes commercial micro-movies have a chance for breaking bottlenecks. The incorporation of the two has forced the most popular form of micro-movies at present UGC commercial micro-movies generated by general internet users.This study first reviewed in detail the nature and characteristics of UGC pattern and commercial micro-movies and clearly defined the concept of UGC commercial micro-movies, so that finding out its two characteristics of "generation by users" and "commerciality"-to gain economic returns by insensibly placing brand information into video contents, thus boosting the creation of new video contents:UGC commercial micro-movies can play an important role in brand communication from four aspects including brand quality communication, brand identity communication, social value and status symbol of the brand:firstly, UGC commercial micro-movie usually have a shorter production cycle and easier generation methods, which enables the customization of a unique micro-movie for a brand in which can fully present the product functions to let the audience obtain a brand experience, thus influencing the brand quality communication; secondly, featured and driven by creativity, UGC commercial micro-movies well integrate the brand concept due to its customized generation methods, and therefore effectively shaping the brand identity; thirdly, UGC commercial micro-movies promote the delivery of brand value to new heights-they can convey a brand’s positive social value to the general public by infectious storylines; and lastly, UGC commercial micro-movies can help a brand build a good social image, establish a communication channel with consumers and influence the social standing of a brand. After that, employing Lasswell’s5W communication model as the analysis tool, the author conducted a study on the two major patterns of UGC commercial micro-movies-brand-led production by free users and production by users in collaboration with video websites. Under the first pattern, micro-movies are produced with brand symbol by internet users who are attracted and driven by brands or enterprises, while under the other one, video websites take the lead and gather on-site popular video makers to produce micro-movies with commercial values. As application of the above-mentioned two communication patterns is different in the five dimensions of brand communication, which include the producer, audience, content of communication, media of communication and effect of communication of brand information, they could have an influence on the communication of the quality, identity, social value and status symbol of a brand. In the end, this study has suggested that even though UGC commercial micro-movies could give full play to the initiative of internet users by engaging them in the process of the production and communication of advertisement campaigns to achieve two-way or multilevel communications, producing micro-movies of such kind could have three major risks-firstly, it could be quite challenging and difficult to look for certain producers that fit the unique character of the brand, so video maker’s production level is hard to be ensured and guaranteed; secondly, there is an imbalance in UGC commercial micro-movies between the elements and creativity of a brand; lastly, since the effect of brand viral communication is uncontrollable, it could be a double-edged sword for many brands. Accordingly, in order to work collectively to maximize the communication effects, advertisers need to identify capable video makers when using UGC commercial micro-movies for brand communication, give them adequate space for creation, facilitate them to its best ability in making entertaining UGC commercial micro-movies, and create the opportunity for interaction with consumers by virtue of the strength of video makers.