Please select language
11-29 2022
As a new blue ocean with huge traffic, T-Tok has always been focusing on the output of creative content, with rich UGC content to firmly stick users.
In this article, Inpander explores how to play UGC marketing with T-Tok
First, what is UGC?
UGC, which refers to user-generated content. With the development of the Internet, people not only browse information on the web, but also publish/upload information, both as viewers of content and creators of content.
For brands, UGC on T-Tok is very similar to UGC on other social media platforms, created by T-Tok users and to showcase the content of your brand and products.
They may use your product in a video and comment on it or show viewers how to use it, they may participate in a brand-sponsored T-Tok challenge, or even just create a personal video using your brand hashtag.
Alternatively, you might also see user-generated content where people use features like Duet and Stitch. So, they might splice or duet with your video and create unique new content to engage their audience.
Many brands may share these videos with their viewers (with the permission of the original content creator, of course). You can even amplify T-Tok user-generated content by using it for your ads.
Why is UGC so important to T-Tok?
The prosperity of UGC, in addition to the expressive and interactive characteristics of the Z generation user group, there are also professional survey data: Generation Z young people will spend 30% of their time every day on the media information produced by consumers and users of the same group, and they believe that the content produced by users is more trustworthy than other professional media.
Therefore, content from real users can perform well even on T-Tok due to its relevance and authenticity.
In a study by the Real Eyes video testbed, UGC videos on T-Tok scored higher than branded videos 22%。 Compared to T-Tok branded videos and Facebook video ads, these UGC videos are able to grab and grab the audience's attention for the longest time.
In addition, UGC videos are found to have a greater emotional impact than branded videos. T-Tok UGC videos can be encoded 22% better than branded videos of emotions. In addition, their encoding score is 4.7 times higher than Facebook ads and 10 times higher than traditional ads. This speaks volumes about the power of user-generated content on T-Tok to emotionally engage viewers.
The so-called "catching young people is seizing the future", taking advantage of the trust of young people in UGC, many overseas brands or merchants set up marketing activities, provide prizes or subsidies, induce consumers to complete publicity tasks for brands, and at the same time reach the advertising content to groups with the same hobbies, which is one of the most natural ways for brands to gain loyalty.
How to use UGC marketing to detonate T-Tok?
Now that you know how T-Tok user-generated content works for your brand, you're probably ready to start your own campaign. Before you begin, make sure you follow these best practices to guide your campaign.
1. Determine the UGC type Start by having a clear understanding of the type of UGC that's best for your campaign. It all depends on the goals of your campaign and what you want to achieve in the end. Some of the most common types of UGC you can see on T-Tok are
For example, Coca-Cola challenged #ShareTheMagic by connecting with loved ones through Coca-Cola.
How to seize the new track of T-Tok?, which Coca-Cola is using UGC marketing
(2) Competition This type of UGC event gives your audience the opportunity to win something valuable and gives them more reasons to participate. It can be a gift card, a new product, or even an experience that will entice them to your event. (3) reviews In this type of UGC, reputable content creators provide authentic reviews of your products. It's a great way to earn the trust of your target audience and inform their purchase decision. (4) instructional video As the name suggests, this type of UGC involves creators providing how-to tips and instructions. It's another way to gain trust and inspire people to make a purchase decision. 2. Be clear about what you want Don't be afraid to tell your audience what you want to see from them. Provide clear instructions on how to engage, such as how they should present the product, what they need to include, and what hashtags they should use. This is essential to avoid confusion and get quality content from your audience. This is especially important for UGC campaigns involving competitions because you need to establish clear rules for people to follow so that their content can count towards submissions. This way, you can prevent someone from coming to you to complain about how their submission wasn't counted. 3. Create brand tags Tags are essential if you want to centralize all your user-generated content in one cohesive place. You can use these tags to easily track everything people create for your campaigns. Therefore, it is important to come up with a brand hashtag that is unique to your brand and stands out. When creating brand labels for your T-Tok user-generated content campaigns, there are two things to keep in mind: (1) It should be unique to your brand It can include your brand name, tagline, or product name to distinguish it from more generic hashtags. For example, Laura Mercier launched the #ReadySetGo challenge to get people to share their shift in using branded products. How to seize the new track of T-Tok?, which Coca-Cola is using UGC marketing (2) It should be easy to read and use Be as simple and straightforward as possible while still making it unique to your brand. 4. Collaborate with influencers If you want to collect a lot of user-generated content, you need to reach as many people as possible. This requires getting your campaign in front of the right people so that it can spread the word and reach more users. One of the best ways to reach the right audience is to work with influential T-Tok creators. T-Tokor has the kind of clout you need to get your event in front of hundreds of thousands of people at the same time. What they do on T-Tok tends to be easily acceptable – whether it's dancing to choreograph, using a certain product, or trying to "hack". So, when you involve them in your challenge or contest, it may inspire many of their followers to follow suit. when beauty brand e.l.f came up with "Eyes. Lips. Face" song, they challenged viewers to create funny videos using the song. Brittany Tomlinson and
Influential creators on platforms such as Kira Kosarin helped amplify the campaign's reach. More than 140 were created using this song
10,000 T-Tok videos, #eyeslipsface主題標簽獲得了超過 9.4 billion views. How to seize the new track of T-Tok?, which Coca-Cola is using UGC marketing When working with T-Tokor, make sure you choose creators who can influence your target audience. That means partnering with T-Tokor that specializes in your industry or niche. What's more, even sponsoring videos gives them the freedom to stick to their personal style. This is one of the best ways to get unique, authentic, and awesome influencer marketing content because you're not holding their creativity back. 5. Take advantage of Duet & Stitch to T-Tok
A large number of features are provided to support community engagement and collaboration within the platform. Features like Duet and Stitch provide a great opportunity for brands to encourage more UGC. You can create a video and challenge your followers to do a duet or stitch. This gives your audience the opportunity to get creative as you collect valuable UGC. Let's say you want to promote a new collection of clothing that you've recently launched. You can create a video prompt asking people to create a costume using items from the collection. People will then follow your tips for duets or splicing videos and wearing unique costumes. The videos can even inspire others to shop from the collection to create their own clothing. For example, when Urban Decay partnered with Prince 4 Ever to launch the new UD x
Prince makeup series when their original video featured influencer Stitch. These creators use the collection to design unique makeup or artwork that gives viewers a preview of what they can expect. How to seize the new track of T-Tok?, which Coca-Cola is using UGC marketing 6. Share UGC you can populate your T-Tok account with UGC to share authentic reviews and tutorials from influencer creators and regular T-Tok users. Not only will this fill your page with brand-positive content to earn the trust of potential customers, but it will also give your fans the recognition they deserve. Alternatively, you can create videos inspired by your audience's content by stitching or duets. Or use these features to answer your audience's questions and respond to comments from your previous videos. Fabletics regularly shares UGC from different clients to showcase real people who make clothes for them. This gives them the recognition they deserve while building trust with potential customers. How to seize the new track of T-Tok?, which Coca-Cola is using UGC marketing 7. Use UGC videos in ads You can combine multiple review videos into one powerful video for your T-Tok ads with permission from the original creator. You can also take advantage of tutorial videos and turn them into informative ads to encourage many people to buy. To maximize the impact of your ads, you can even engage influential T-Tok creators in your UGC ad campaigns. Collect the videos they make for your brand and turn them into ads. This is a great way to grab the attention of an audience who is already familiar with these T-Tokors and raise awareness of your brand. This article is published by the columnist, and the copyright belongs to the original author. The article is the author's personal opinion, does not represent the position of the scholar, please contact the original author for reprinting. If you have any questions, please contact sales@shusheng.com