Why Is TikTok So Performant With User-Generated Content?
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:
Short videos. TikTok videos are short and sweet, so they grab your attention and also make you lose track of time. This short duration leaves you craving for more and thus activates your dopamine-releasing receptors when you do look at more videos.
Lots of tools. People on TikTok are like kids in arts & crafts class. They can play with music, colours, editing tools, and many more. Each time they make what they consider a perfect video, they feel rewarded—especially if others like that video too. As a result, they feel intrinsic motivation to create more videos and share their work on social platforms.
Intuitive platform. People today lead stressful, hectic, work-filled lives starting at kindergarten. Western culture has ingrained this idea that you have to work hard for the things you want. In this world, TikTok uses the need for people to create beautiful things with little effort and truly understands the power of an easy win. That’s why TikTok makes engaging video content creation so intuitive.
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:
Creators. These create TikTok videos to:
- Show off their skills
- Show they can do a challenge better than others
- Get appreciation
- Feel like part of a community
Spectators. These people don’t want to become popular content creators, but they do like to:
- Unwind after a stressful day
- Satisfy their curiosity
- Connect with like-minded people
Therefore, TikTok users seek connection, engagement, and light fun.
How Does User-Generated Content Work on TikTok?
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:
Challenges. Ask TikTok users to take part in a challenge using your products as props. That way, you can neatly create FOMO, desire, and a community. The best part of this is that more people will have to purchase your products to use them as props, so they’ll also get to see why your products are high quality.
Contests. TikTok contests help people stand out and win something they’ve wanted for a long time—whether that’s recognition or a palpable prize.
How-to videos. These looping videos create desire and showcase your products; plus, they’re very entertaining.
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:
Instinct to show off
Desire for praise and recognition
Need for a community
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:
It shows people how to pull off different Gucci outfits
Why these clothes are elegant and comfortable at the same time
They got original TikTok UGC videos that increased brand awareness and drew audience attention.
People created specific content according to the brand’s rules. This sort of social media content is easier to manage and measure than unpredictable posts/mentions.
TikTok users got what they wanted: recognition and the chance to win that big prize—travelling with the brand as its official content creator.
How to Use Consumers and Influencers to Create Content for Your Brand?
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:
Tell your audience what they need to do. To get the awesome content you need, establish clear rules first. Be as explicit as possible and don’t worry; you won’t sound “salesy.”
Encourage people to use hashtags so that the content is easier to track and measure.
Use incentives and a well-thought-out reward system, especially if you’re working with influencers. These people have contracts with you, so you need to ensure they respect these agreements.
Engage with TikTok users; reply to comments, return likes, mention them on your website or social media accounts.
Ask your influencers to stay true to their style. You don’t want to have too many special effects or super clean videos because these remind regular people of traditional ads.
Keep your library of TikTok videos and repurpose them. Re-posting brand-positive videos will keep you top of mind and encourage more people to purchase your products.
How to Find Influencers on TikTok?
You can find influencers on TikTok by:
Searching the people who’ve mentioned you the most
Browsing your database of customers/employees
Using Google to discover the most successful influencers in your industry
Alternatively, you can try inBeat.co. Our platform has a wide range of TikTok and Instagram influencers, and we can pair you with someone that works specifically for your brand.
Here’s how you build a content library with user-generated content on TikTok.
Get Your Customers Involved
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.
Create a Community
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.
Generate Product Reviews
Product reviews are authentic content that:
Feel like a personal recommendation, so it’s more likely to work than a generic ad
Create FOMO, desire, and social proof
Create Content That Resonates With Your Target Audience
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.
UGC Campaign on TikTok: Best Practices
Select Profiles That Match Your Audience
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.
Pitch the Selected Accounts
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.
Build Your Content Calendar
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.