Leveraging UGC and Short-Form Video on TikTok and Instagram During APAC's Festival Season

As brands gear up for the bustling festival season in the Asia-Pacific (APAC) region, which is marked by rich traditions, celebrations, and a heightened spirit of togetherness, a strategic focus on user-generated content (UGC) and short-form videos on platforms like TikTok and Instagram is crucial for building authentic engagement.

Here’s why brands should embrace this approach to maximize their reach and foster genuine connections.

1. Cultural Relevance and Relatability

Festival seasons in APAC are deeply rooted in local customs, and audiences are highly receptive to content that reflects their cultural values and identities. UGC, created directly by consumers, offers a genuine perspective that resonates with audiences, bridging the gap between brands and communities. By sharing authentic festival moments through their customers’ lenses, brands can highlight their products or services in a context that feels more relatable and trustworthy. This cultural alignment, especially on platforms like Instagram and TikTok where users expect authentic and inspiring content, helps foster a strong emotional connection with audiences.

2. Capitalizing on Short-Form Video’s Popularity

With TikTok and Instagram Reels leading the charge, short-form video is a preferred content format for younger audiences across APAC. According to recent data, short-form video content achieves higher engagement rates than static images, as it’s dynamic and visually engaging. During the festive period, brands can leverage this format to showcase quick, vibrant, and captivating stories that reflect the lively atmosphere of the season. This approach not only increases engagement but also allows brands to stay relevant in an ever-evolving social media landscape.

3. Driving Authentic Engagement Through Community-Centric Campaigns

UGC campaigns encourage fans and followers to become brand advocates by sharing their own festival experiences, creating a sense of community. When brands invite users to share their stories, whether through festival outfits, recipes, or family gatherings, they’re not only collecting authentic content but also fostering a feeling of inclusiveness and involvement. These campaigns resonate strongly in APAC, where the festival season is centered around communal experiences and shared moments.

Moreover, short-form videos can capture spontaneous and joyful moments that highlight a product’s use during festivals. With well-placed hashtags or challenges, brands can encourage wide participation, amplifying reach organically and bringing in new audiences.

4. Boosting Discoverability and Conversion with Platform-Specific Features

TikTok and Instagram both offer powerful tools to drive engagement and conversion. Features like shoppable posts on Instagram and in-app purchases on TikTok make it easier than ever for consumers to make quick purchase decisions inspired by the content they see. By utilizing platform features like TikTok’s “Branded Hashtag Challenges” or Instagram’s “Collab” posts, brands can tap into the spirit of the festival season and drive discoverability.

5. Building Brand Trust and Long-Term Loyalty

UGC serves as social proof, showcasing real customers enjoying a product or service, which builds brand credibility. In APAC, where trust in brands is often built over time, leveraging UGC and short-form video helps convey an image of transparency and authenticity. When consumers see people like them genuinely enjoying a brand’s products, it strengthens trust and encourages long-term loyalty.

By embracing UGC and short-form videos on TikTok and Instagram during the APAC festival season, brands can capture the essence of these celebrations, create culturally resonant content, and foster authentic connections with their audiences. This strategy not only drives engagement but also lays the foundation for lasting brand loyalty, making it a powerful approach to brand growth in a highly competitive market.