21 min read
| August 26, 2024
User-generated content (UGC) is quickly becoming one of the most effective tools for brands looking to drive engagement and boost followers and sales. Not only that, but TikTok has become a leading platform for UGC, providing brands with unique opportunities to reach and connect with a highly engaged audience through creative and authentic content. But what is TikTok UGC exactly? Why is this type of content so valuable? And how can you capitalize on this growing trend to drive business growth?
Let’s find out.
What Is UGC?
User-generated content (UGC) is any form of online content (text, videos, images, reviews, or social media posts) that has been created and shared by an online user rather than a brand or professional content creator. These individuals, who can be either paid collaborators or unpaid fans, share their experiences and opinions about the brand itself or a particular product.
Unlike professionally-generated content (PGC), which is created by professionals hired by the company, UGC is often spontaneous, genuine, and relatable. As a result, UGC often adds an air of authenticity and credibility to a brand's online presence, making it more appealing and trustworthy to potential customers. Consequently, it is a powerful tool for shaping consumer perceptions and purchasing decisions.
What Does UGC Mean on TikTok?
As with any other social media platform, TikTok UGC is simply user-generated content showcasing an individual’s experiences of a brand or product that has been shared on the short-form video-sharing platform. Content can range from product reviews and unboxing videos to creative challenges and trends. This type of content is particularly effective on TikTok because it leverages the platform's unique short-form video format and its highly engaged user base. TikTok UGG’s powerful impact is also down to the platform's algorithm, which amplifies engaging and relatable content, allowing it to reach a wider audience.
UGC vs Professionally-Generated Content (PGC)
So, what exactly is the difference between TikTok UGC and TikTok PGC?
PGC is produced by professionals, such as marketers, advertisers, or content creators hired by a brand. Examples of PGC include polished commercials, professionally shot product photos, and branded video content created by hired influencers. Unlike UGC, which is created by everyday users and often has a raw and authentic feel, PGC is typically more polished, controlled, and aligned with the brand's official messaging.
Specific examples of PGC include Nike's professionally produced "Dream Crazier" commercial featuring Serena Williams, and Apple’s meticulously crafted product launch videos showcasing the latest iPhone models.
To better understand the differences between User-Generated Content (UGC) and Professionally-Generated Content (PGC), here is a comparative overview of their respective pros and cons:
|
Aspect |
User-Generated Content (UGC) |
Professionally-Generated Content (PGC) |
|
Authenticity |
Often feels more genuine and relatable to viewers. |
Typically more polished and controlled, which can feel less personal. |
|
Engagement |
Tends to receive higher engagement rates as it resonates with users. |
Engagement can be lower as it may not resonate as well with viewers. |
|
Cost |
Generally more cost-effective as it leverages free content creation. |
Can be expensive due to production costs and professional fees. |
|
Creativity |
Often unique and diverse, reflecting real user experiences. |
Creativity is managed by professionals, which can be limited to brand guidelines. |
|
Virality |
Has the potential to go viral due to relatable and engaging content. |
Virality is less common, as content is often more controlled. |
|
Community Building |
Fosters a sense of community and connection among followers. |
Less focus on community-building, more on brand messaging. |
|
Insights |
Provides valuable insights into customer preferences and behaviors. |
Insights are more about brand effectiveness and less about user preferences. |
|
Reach |
Can expand brand reach as users share content with their own followers. |
Reach is often limited to the brand's own channels and paid promotions. |
Why is TikTok UGC So Valuable for Brands?
Ok, we’ve seen what TikTok UGC is, but why is this form of online content so valuable? How can encouraging users to create their own content about your brand helps your business grow, increase brand loyalty, and drive higher engagement and sales?
There are actually a few reasons for this:
- Authenticity. TikTok UGC feels more genuine and relatable than polished brand content, which can help build trust with your audience.
- Engagement. Content created by users tends to receive higher engagement rates as it resonates more with other users.
- Cost-effective. Encouraging TikTok UGC can be more affordable than creating professional content, reducing marketing expenses.
- Virality. TikTok's algorithm favors engaging content, and user-generated videos often have the potential to go viral.
- Community building. TikTok UGC fosters a sense of community and connection among your followers, turning them into brand advocates.
- Insights. By observing the types of TikTok UGC your brand receives, you can gain valuable insights into your customer preferences and behaviors.
- Reach. TikTok UGC can expand your brand's reach as users share their content with their own followers, introducing your brand to new audiences.
- Creativity. Finally, users often come up with unique and creative ways to showcase products, providing fresh and diverse content for your brand.
Strategies to Encourage TikTok UGC
We are going to finish today’s post by sharing a few TikTok business strategies to help your brand encourage the creation of TikTok UGC. Implementing the following tips will help you harness the potential of this growing TikTok trend so that you can foster a more interactive and engaging presence on the platform.
Challenges
Creating branded challenges is one of the most effective ways to encourage TikTok UGC. For example, Chipotle's #GuacDance challenge encouraged users to post videos of themselves dancing, which aligned with the brand's fun and playful image. This challenge went viral, resulting in millions of user-generated videos and significantly boosting Chipotle's brand visibility on TikTok.
Try to come up with a challenge that resonates with your target audience. For example, if you are a fitness brand, you could launch a #30SecondWorkout challenge, inviting users to share their favorite quick workout routines. Then share as many TikTok UGC videos as you can through your own TikTok accounts, influencer partnerships, and other social media channels.
Hashtags
Using branded hashtags can amplify TikTok UGC and make it easier for other users to find and participate in branded challenges. For instance, the #EyesLipsFace challenge by e.l.f. Cosmetics invited users to create videos showcasing their makeup looks using the brand's products. The hashtag garnered billions of views, demonstrating the power of a well-crafted hashtag campaign in generating TikTok UGC.
Try to create memorable and easy-to-use hashtags that encourage users to share their content and engage with the brand.
Collaborations
Partnering with influencers and encouraging their followers to create content can also drive TikTok UGC. Influencers have loyal followings that trust their recommendations. By collaborating with influencers, brands can reach a wider audience and inspire users to create content. For example, Guess collaborated with numerous influencers during the retail brand’s #InMyDenim campaign, resulting in a surge of user-generated content featuring Guess products.
Look for influencers whose audiences align with your target market and work with them to create authentic and engaging influencer marketing content that encourages TikTok UGC.
Contests and Giveaways
Hosting contests and giveaways can motivate online users to create and share content about your brand. Offering a desirable prize encourages participation and spreads awareness.
For example, you could ask users to create videos demonstrating how they use one of your products and offer a prize for the best video. This approach not only generates TikTok UGC but also creates a buzz around the brand. Make sure that any contest or giveaway that you launch is easy to enter and offer prizes that appeal to your target audience.
Engaging Content
Finally, the best strategy for encouraging TikTok UGC is creating appealing social media content that naturally invites user interaction and engagement.
This could include:
- Duets and reactions. Post videos that encourage users to duet or react to your content as this can create a chain of interactions that spreads your brand's message organically.
- Interactive questions and prompts. Ask open-ended questions or set prompts that invite users to share their thoughts, stories, or creative interpretations related to your brand.
- Tutorials. Share useful and informative content, such as tutorials or How-Tos, that encourages users to try out your products and share their results.
Above all, make sure your content is fun, engaging, and relevant to your audience. Encourage users to share their experiences, opinions, or creativity, and make them feel like an integral part of your brand's community. That way, they will be more likely to create TikTok UGC, further boosting your brand's presence and credibility on the platform.
