Is User-Generated Content The New Influencer Marketing?
Influencers and User Generated Content (UGC) are similar in that both assist with a company's content strategy and impact consumer choices, but there are important distinctions between them.
UGC differs from influencer content because the company doesn't pay for it, so it has a more genuine feel. 55% of respondents trust UGC more than other forms of marketing, indicating how effective this kind of social media marketing has become.
The rise of user-generated content
It should be clear by now that TikTok has greatly influenced user-generated content. The app contains many videos and reviews from regular people, which are more trustworthy and authentic.
Because TikTok is designed to work this way, the stuff created by these users may be seen by a large audience simply through the operation of the For You Page (FYP), which makes it even more appealing.
The TikTok Insights algorithm recommends videos to users based on their interactions and interests, such as likes, comments, shares, and total time spent watching videos.
User-generated content is likely to be associated with this user's interests. This implies that users will see UGC-containing items they are actively interested in. For example, they might present a person interested in cosmetics and beauty with real-life reviews of a new foundation or eyeshadow palette.
If you want to harness the true power of content, look no further than user-generated content (UGC). Studies have revealed that UGC is 35% more memorable for millennials than mainstream sources. So, if your target audience is this demographic group, then utilizing UGC should be a top priority to build brand recognition.
There's a genuine feeling of user-generated culture on TikTok, which is continuing to expand, a culture that might quickly spread across other platforms like Pinterest or Twitter if it catches on there. But where does this leave influencer marketing?
The fall of influencers
What does this trend toward UGC signify for influencers? In recent months, more influencers have come under fire for collaborating with companies that don't adhere to their principles.
As a result of this new scrutiny, there has been a lot of speculation that influencers are losing their power — and, without it, what value do they provide to a brand? For years, more prominent influencers have gradually decreased as customers seek authentic voices and genuine feedback. According to data from HypeAuditor, nano-influencers with less than 5,000 followers have the highest engagement rates in the business.
Even though influencers have gotten a bad reputation lately, companies still use them as a central part of their marketing plans. 17% of firms spend more than half of their marketing budget on influencer advertising.
Influencer marketing can be pretty effective, but there are two things to think about:
- Is the influencer in line with your brand's values?
- Do they include all of the things that are crucial to your business? If you don't find what you're looking for, keep searching until you do.
- How will you assess whether it was a success?
- When attempting to spend hundreds of dollars on an influencer campaign, it's critical to measure success. At the start of any project, determine clearly defined KPIs and ROI goals.
User-generated content vs. influencers
So, is UGC taking over influencer marketing?
The trend for user-generated content is gaining steam on social media, and companies should pay attention. However, it will only be effective if incorporated into a more excellent plan - you can't simply rely on UGC to complement your social media marketing.
Customers desire genuine and one-of-a-kind information. Never have authentic voices and honest client evaluations been more crucial than now. The increase in UGC shows how the influencer marketing industry has worked. TikTok has and will continue to play a significant role in this transition.
Though influencers are vital to social media marketing, they aren't the only key to success. In today's climate, partnering with the appropriate influencer is more critical than ever. Also, brands should be cautious when reviewing each potential applicant by closely examining their platforms and past experiences working with other companies. Although UGC hasn't entirely taken over influencer marketing, it is certainly catching up, and no one can dispute that it has altered the game for marketers.
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