Chen Duye

General Manager of ByteDance National Marketing Center

Chen Duye introduced in the interview that the proportion of PGC, OGC, and UGC has changed significantly in recent years, and the part of PGC and UGC has shown a rapid growth trend. Whether it is the user’s usage time or the number of views per capita, in the Moving this screen has exceeded 50%.

So what is UGC?

UGC, refers to user generated content. With the development of the Internet, people not only browse information on the Internet, but also publish/upload information. They are both content viewers and content creators.

The prosperity of UGC, in addition to the expressive and interactive characteristics of the Z-generation user group, more professional survey data show that: the Z-generation young people spend 30% of their time every day on the media produced by the same group of consumers and users In terms of information, they believe that the content produced by UGC is more trustworthy than other professional media.

The so-called “catching young people is to seize the future”, taking advantage of the young people’s trust in UGC, many overseas brands or merchants set up marketing activities, providing prizes or subsidies, enticing consumers to complete the promotion tasks for the brand, and at the same time, the advertising content touches the heart. To reach groups with the same hobbies, similar to Amazon’s overseas assessment, this method is called “UGC community marketing” and is one of the most natural ways for brands to gain loyalty.

TikTok is a UGC treasure trove

In recent years, the use of TikTok has gradually formed a social trend, and its content is based on the UGC model. While browsing videos, many overseas users also like to upload their own content and share their life with others. At present, the cumulative downloads of TikTok in the world have approached 2 billion, and overseas monthly active users have exceeded 800 million. It has truly become a treasure trove of UGC, bringing a lot of marketing space to the B2C industry.

Maximize UGC Community Marketing with TikTok

TikTok released a set of data at the Cannes International Festival of Creativity: TikToK’s tag challenge + brand takeover + in-feed advertising model compared with traditional brand advertising or feed advertising models, the ad review rate increased by 5.4 times, and the favorability increased by 12.6 times. The preference level increased by 3.5 times. It can be seen that marketing promotions on TikTok are easily accepted by users. However, how to make good use of the advantages of TikTok for UGC community marketing? Three things need to be done:

(1) Pay attention to content

In TikTok’s UGC community marketing, there is no difference in the publicity effect caused by the size of the brand, but whether the push content can attract users’ attention. For example, for users who like fitness, the platform will push a lot of content in this area. Among many similar products, only the content that arouses their interest will have a high probability of converting their consumption.

So in order to stand out in your content, you need to capture three key trends in TikTok video content: short, straight and decentralized.

Short: the content is short and concise, requires a large amount of supply, and constantly attracts attention;

Straightforward: people can grasp the key points at a glance, without being sloppy;

Decentralization: reflect the value of content and resonate with users.

Walmart: #DEALDROPDANCE

On Black Friday, Walmart cooperated with 6 TikTok influencers in the #DEALDROPDANCE marketing campaign to carry out short-term, large-scale promotion, attracting users to express their feelings about shopping in stores on Black Friday, and finally harvested 3.6 billion video views .

(2) Pay attention to user participation

If overseas brands want to create a successful marketing, they must focus on assessing user participation. If the content is just a one-man show for the brand to brag about itself, it will not only fail to achieve marketing effects, but may also cause users to resent the brand. Therefore, in order to attract users to participate in the interaction, when creating content, we must consider whether it meets the four elements of “interesting, useful, resonant and rhythmic”.

Uniqlo: #UTPlayYourWorld

Uniqlo and TikTok have teamed up to launch the #UTPlayYourWorld global marketing campaign, inviting users to share their innovative, authentic and dynamic side wearing their favorite UT (Uniqlo T-shirt). Since UT’s product positioning is a new era T-shirt, which integrates popular culture such as movies, comics, and music, it has attracted many young people to participate. This is also the first time that the brand has attracted a new and influential generation of consumers with a novel “eye-catching” UGC format.

(3) Pay attention to the process

In other social media, where marketing is more focused on results, TikTok users prefer the sharing process, which brings brands closer to their users. Whether it can attract users’ sense of identity is the long-term development goal of the brand.

Nike: Dance content combined with movement

In Italy, most women do not participate in sports, but are keen on dancing. Starting from this point, Nike invited TikTok influencers to customize dance content related to football, basketball, boxing and other sports, and called netizens to imitate or carry out secondary creativity. In the end, 24,000 users participated in the challenge, most of whom were women, opening up Nike’s market for women in Italy and gaining their sense of identity.

How does UGC do assessments?

Through the above content of UGC community marketing, we will find that it is similar to Amazon’s overseas evaluation, and can influence users’ purchasing decisions through the authenticity of UGC content. In other words, Amazon sellers can also do real evaluations through TikTok. For example, sellers in the beauty category can choose to cooperate with TikTok influencers to publish evaluation content. Because of the high quality and trust of followers, they can get good conversion results. At the same time, the purchase of real followers will also bring a higher weight and higher quality review of the product.

Hero Company TikTok Influencer Review

A cosmetics company called Hero collaborated with 23 influencers on TikTok to conduct product reviews and posted short videos with the hashtag #schoolsurvivin kit. Ultimately attracting a total of 4 million active users, TikTok videos are seven times more cost-effective than Instagram Stories, with a user engagement rate of 12% compared to 4.5% for Instagram.

Chen Duye once said in an interview: A valuable and high quality advertisement, delivered to the right people in the right way, not only will not damage the user experience, but may even stimulate users’ creativity and real participation. Build real resonance between users and brands. Therefore, the creativity of TikTok and the authenticity of UGC have become a powerful tool to help brands reach the young generation Z.