Why should your brand do UGC on TikTok?

Social networks are changing and marking the end of an era. New generations use it much more to guide their buying decisions than to connect with loved ones. They have thirst for content that matches their interests.

Did you know that the vast majority of TikTok users prefer the content suggested by the application based on their interests than the one published by their friends or subscribers? 96% of the time spent on the social network is on the For You page.

This trend is having a huge impact how brands communicate on TikTok. To reach the largest number of viewers, they must indeed share more authentic content, or collaborate with creators/consumers to expand their audience.

In marketing, this is what we call UGC: content generated by users and on which businesses capitalize to boost their social media strategy. In this article, We are going to look at UGC TikTok and its benefits for your brand. ‍

We also share with you our advice to take full advantage of UGC's potential by building a strategy adapted to your goals.

What is UGC TikTok?

User Generated Content is content created organically by users of a social network to promote a brand. Also called “consumer-generated content”, this content is then shared and used by the brand on its own account or as part of a marketing campaign.

Using your customers to generate content is a great way to strengthen loyalty, demonstrate social proof and create close relationships with its consumers. This format can also be a good way for them to tap into the creativity and experience of their user base to reach a wider audience or improve their products.

The TikTok UGC therefore globally allows brands to collect and replay more authentic videos than the ones they could create themselves. This strategy can even help them limit their advertising creation costs.

Why should your brand join UGC TikTok?

On TikTok more than on any other social media, authenticity is king. This is also why many brands are breaking their teeth on the platform. Its users very quickly sense when the content they offer on the platform is forced or that they are simply copying and pasting current trends.

In general, we are much more following the recommendations of other consumers and influencers in our purchasing decisions. 83% of buyers Moreover, no longer trust advertising and prefer to listen to the opinion of users online.

User-generated videos are like this: 22% more efficient than those published by your brand to convert new customers. They capture and hold more viewers' attention.

The TikTok UGC is also the ideal format to gain visibility on the application. Indeed, its algorithm especially highlights videos that generate a lot of engagement. However, user-generated content (which is most often filmed in front of the camera and spontaneously) at a click rate that is 4 times higher than the content produced by brands. It also has an engagement and conversion rate that is nearly 3 times higher.

3 examples of brands that understood everything about UGC on TikTok

The UGC format has always existed

If these numbers have not yet convinced you to take the plunge, you may be more confident in brands that are already using the TikTok UGC to boost their marketing on the social network.

Nothing better than be inspired by proven examples to launch your own UGC campaign on the social network.

For example, you can look at:

@sephora

Many Sephora customers create creative content on social networks, whether for a lipstick or a new perfume, the cosmetic brand enjoys great visibility on the social network TikTok. In particular, because of the celebrities and ambassadors who represent the brand, but also because of its influence strategies supported by content produced by users. A large part of the videos on the Sephora account is in UGC format, where each creator is guaranteed to be tagged in description to encourage them to continue, offer them visibility and allow other consumers to see their republished video in turn.

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@gopro

The camera brand has fully understood that its customers are in the best position to show the full potential of its products. When it launched on TikTok, GoPro used the ingredients of a UGC strategy that had already proven successful on YouTube and Instagram. She even went even further, by creating challenges that can be found on their “GoPro Awards” site. Each participant submits their best videos and, if selected, GoPro rewards them with cash or equipment!

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@adobe

Adobe Creative Cloud is a suite of graphics software that is used around the world. The creativity of Abobe users is limitless, just like TikTok. The platform is the perfect place for Adobe to display the achievements of its users and present their software and functionality in action.

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How to create your brand's UGC TikTok strategy?

Brands that use the UGC format are 2.4 times more likely to be discovered by platform users only those who only share the content they produce. By boosting both your reputation, but also the trust that consumers place in you, this strategy is certainly one of the most effective on the application.

Here it is The 5 steps to follow to collect and make your user-generated content strategy viral.

1. Define your goals

Before you even launch your first post on TikTok or collect content created on your brand, you must absolutely Define your expectations and the results you want to achieve.

UGC content can be used multiple goals :

• Boosting reputation and the visibility of your brand On the platform or with a new consumer segment;
• Create enthusiasm around the launch of a new product or service and increase your sales;
• Gather feedback on your brand to improve its offer;
• Federate a community of brand ambassadors on which to base your future social marketing campaigns.

2. Get to know your future content creators

The second thing you need to do is good Understand who your followers are on TikTok or the users you want to target on the platform. But above all, to have a clear idea of the type of content they consume and share on the social network.

Take advantage of data you can collect on the app (as well as those you already have on your target audience) for determine what they expect from your brand But also and especially the type of TikTok content they interact with, the other accounts they are most likely to follow, etc.

Among your future UGC content producers, the most impacting are certainly the influencers. So be also interested in content creators who already follow your brand or who specialize in your niche. Depending on your budget and ambitions, you can start collaborating with micro-influencers whose content dedicated to your brand will automatically reach a wider audience.

3. Explain to your audience the content you want

This is certainly the most strategic part, but also the most delicate. For inspire and involve your users in the generation of content, It's important that you share guidelines with them about what type of creative content you want.

A good example with the cosmetic brand Estee Lauder and its #AdvancedNightRepair natural serum to moisturize every skin type. The beauty market is saturated on TikTok but Estee Lauder knew how to differentiate herself by publishing UGC videos of young women sharing their secrets for having shiny skin using the brand's products.

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You can test the Duo and Stitch features to encourage interaction on your videos. It's an effective way to collaborate with other creators and promotes organic reach to reach a wider audience.

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The key is to find the right balance to generate content that will be easily identifiable and reusable on your own account, and not to stifle the creativity of your users.

If you have made the choice to collaborate with influencers to collect UGC, you can also send them a brief. Share your goals with them and Challenge them to come up with new content. Be as clear as possible, and don't hesitate to provide them with examples of collaborations that they can draw inspiration from.

4. Capitalize on the TikTok UGC

Once your followers create content for your brand, it's up to you to use it wisely. You can simply repost the content creation of your followers on your official page to give your community the recognition it deserves. But also create trust with your potential customers and make them discover your universe in a more authentic way.

Also consider use this content generated by your audience for your TikTok advertising campaigns. As mentioned above, UGC generates much more engagement, trust, and conversion than traditional ads. You can use the most effective organically generated content to maximize the impact of your advertising campaigns, because you already know that they resonate with your audience.

The type of announcement Spark Ads can be very useful when working with the UGC format. Spark Ads are similar to boosting an Instagram post but much better! This native ad format allows you to take advantage of your organic posts to generate more results at each stage of your funnel. You can use the TikTok ad creation tool to add a CTA to your original content, leading to the landing page of your choice or to a TikTok Instant Page (which will serve as a form for generating new leads). By using this feature you give your UGC content more chances to appear in front of even more audiences, which increases reach, awareness and conversions.

5. Measure, analyze, and repeat

Your UGC TikTok strategy may not be successful the first time. The whole point of marketing on social networks is to measure your results, analyze the impact of your campaign, and to improve what needs to be improved for your next attempts.

Your end goal is to create a network of reliable creators to get high-quality generated content that matches your brand goals, resonates with your target audience, increases ROAS, and delivers compelling results.

With the Sleeq agency, analysing your performance is becoming child's play. You can also save yourself several months of trial and error on the application by trusting our UGC agency to assist you. Our experts will help you in setting up your strategy, selecting creators and coaching them to produce impacting and viral content.