New features on Instagram & TikTok make it easier for brands to implement the use of UGC
Melissa-Jane Frost
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New features on IG & TikTok make it easier for brands to implement UGC
2 interesting updates spotted involving new UGC (User Generated Content) tools on TikTok & IG over the past month... see what, why & how you can use these to help your brand or business ??
?? THE WHAT
Instagram: A new in-platform UGC tool for brands & businesses. Sellers that use shops on IG can now request to use posts from public accounts in which their business has been tagged. When an account grants a brand permission to use their post, sellers can tag a product and the post will be shown on the product page for that product and the shop's storefront.
It's a quick & easy way to request permission to share user content (any SMM will know the faff up until now!). Will be great to see creators being compensated for this further down the line & also if they extend the tool outside of just IG shops.
TikTok: Currently an invite-only beta program in it's own section of the site called "Creative Challenge". TikTok will work as matchmaker between UGC creators & brands. Brands will set a brief & creators will upload videos that meet these guidelines. This is an extension of their Creator Marketplace and not dis-similar to other tools such as their Branded Mission Challenge
?? THE WHY
UGC used to be a dirty word within content, now with consumers (esp Gen Z) becoming ever more opposed to brand content, "authentic" reviews & content from real people is what they want to see.
领英推荐
?? 85% of consumers?find visual UGC more influential than brand content
?? Placing UGC on product pages can improve conversions?by 64%.
?? UG videos on YouTube?get 10x more views?than brand created content
?? 25% of search results?for the world’s 20 largest brands are links to UGC
?? 71% of customers agree?that User Generated reviews make them feel more secure in purchasing a particular product over another
?? THE HOW
The use of UGC within content planning is a great way to show your audience you are engaged & appreciate them and brilliant in helping to build communities & conversations. It's also an amazing route if your content budgets are small and you are trying to build your business with little design resource.
If you have a particular aesthetic on your profile you want to stay within, you can stick to just sharing UGC on stories or create a design template for UGC to fit into. You can also work with UGC creators who have their own following on their channels and stick to gaining reach & awareness via this (the term #ugccreator has amassed over 200M views on TikTok and is growing!)
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*stats via Vista Social
Digital Marketing Executive @ BrandHouzz Digital | TikTok Content Specialist | 3M+ Views | UGC Creator | Previously - Creative Director, Paid Media Expert & Social Media Manager | BSc Hons Computing & Creative Design
1 年Good info!
Live Video Artist | Live Streaming |?Creative Direction | LASER Mapping | WALKABOUT Projection |?Performance
1 年Good read...need to run with TikTok & UGC ;)
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1 年Nice work with the newsletter, Melissa. Look forward to reading more.