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Studies show TikTok UGC works for the under-30 category, and that’s why many companies are incorporating TikTok in their content creation strategy.
The numbers speak for themselves:
- 8% more than brand-created TikTok videos
- 21% more than Facebook ads
- 68% more than traditional ads
- 41% 16-24 years old
- 66% below 30 years old
But why does UGC work on TikTok?
How can you create user-generated content on TikTok that sells?
Read below to find out.
First, you must understand what user-generated content is, and for that, we encourage you to read our article “What is UGC?”.
And if you're not convinced about the power of user-generated content, our UGC statistics article might change your mind.
After learning the basics of UGC, you’ll be able to see why it works on TikTok. Our extensive research showed two main categories of reasons.
These features include:
Therefore, creating TikTok videos is easy, gratifying, and motivating—and so is looking at other people’s clips.
There are two types of TikTok active users:
- Show off their skills
- Show they can do a challenge better than others
- Get appreciation
- Feel like part of a community
- Unwind after a stressful day
- Satisfy their curiosity
- Connect with like-minded people
Therefore, TikTok users seek connection, engagement, and light fun.
TikTok UGC works because it targets two categories of people: the audience likely to buy your products and the audience who won’t buy them. That’s something unique compared to other advertising media that specifically targets only those potential customers.
That works because organic user-generated content creates:
If people see others like them using a specific product, they’re more likely to try it.
But here’s the thing:
Some people won’t buy your products because they are either too expensive or not suitable for them. Nevertheless, many luxury brands like Estée Lauder, Gucci, Dior, Louis Vuitton and BMW produce TikTok campaigns.
Because reaching out to the masses, even those that won’t buy your products, is like activating an engine. Thus, the purchasing audience gets to identify with a brand that everyone knows and loves, even if some people can’t afford it.
Compelling content that works on TikTok includes:
Let’s look at some examples.
The #ChipotleLidFlip is a popular TikTok challenge devised by Chipotle, a Mexican restaurant. This hashtag challenge has young people showing off their skills at flipping lids over their dishes in Chipotle branches, and it works because it activates people’s:
Gucci has partnered with many popular influencers to make their products more appealing for Gen-Z-ers, including Sananas with her 600k+ subscribers. We can include this TikTok video in the “how-to” category because:
Another example is the Contiki TikTok Giveaway. It works because:
User-generated content for TikTok implies social selling, which works because it doesn’t feel artificial. So, real people are more likely to let their guard down and allow themselves to experience the whole plethora of feelings elicited by native content: FOMO, trust, desire, and the need to be part of a community.
But even if you’re dealing with organic content, you still have to follow some rules to ensure these TikTok videos are interesting. Here’s what you have to do:
You can find influencers on TikTok by:
Bonus: inBeat.co is a free tool.
Here’s how you build a content library with user-generated content on TikTok.
The average consumer wants to see a cohort of consumers with similar principles and interests. So once a few people post TikTok videos, more will follow.
TikTok is a great tool to create a community. When people start taking part in challenges or contests, they connect with their peers. This engagement counts for any real person who seeks appreciation and validation from a group.
For this you will want to select influencers with above-average engagement rate. An easy way to measure engagement is using inBeat's TikTok enagagement calculator.
Product reviews are authentic content that:
The original content you’re encouraging people to create should benefit them first and foremost. You can make them laugh, show them how your product works, or support their values, but NEVER EVER be pushy with your products.
Mouth-to-mouth marketing works if your influencers match your audience. If people don’t identify with your chosen influencers, they won’t give them the time of day.
Send these influencers messages explaining why they’d be a good fit for your brand. It’s wise to address some of their past work because personalized messages have much higher success rates.
Ensure you’re very specific about your common user-generated content goals. Set particular expectations and indicators to measure results.
Don’t let likes, comments, and shares dazzle you. Remember to evaluate conversion rates because the end purpose of consumer brands is to sell their products.
All that great influencer content should be part of creative ad campaigns. Repurpose TikTok videos for:
Just remember to have a thorough content strategy when reusing these social posts. A well-thought plan about your UGC marketing strategy will keep your brand top-of-mind for longer and encourage more people to purchase your products.
And don’t forget; the best strategy to reap maximum benefits from created content is to have the right tool to get you started. inBeat will save you lots of time and energy; it is just a click away.