TikTok’s algorithm does not care about your model’s follower depend. It does not care about your blue tick or your quarterly advertising finances. What it does care about – obsessively – is genuine human connection and curiosity. Probably the most profitable manufacturers on TikTok aren’t these shouting the loudest about their merchandise. They’re those creating real communities the place actual individuals turn out to be real advocates. That’s the place a powerful TikTok UGC technique is available in. Person-generated content material (UGC) is not only a cost-effective content material technique – it is the bridge between company messaging and human storytelling.
The Authenticity Crucial
One of the crucial frequent errors I see manufacturers make on TikTok just isn’t getting the vibe proper. Conventional advertising on TikTok appears like carrying a three-piece go well with to a home occasion. Customers can spot inauthentic content material from a mile away. The reply is not to desert your well-earned advertising {qualifications} altogether – it is to reimagine how we use them basically.
UGC is the antithesis of polished company content material. It is imperfect, unfiltered, and exactly what TikTok customers crave. When actual individuals share real experiences together with your model, they are not simply creating content material however constructing belief at scale. This belief interprets into engagement charges that may make any advertising director weep with pleasure.
Human-first advertising, the framework I created in my e book of the identical identify, facilities on understanding your viewers as actual individuals slightly than knowledge factors. It is about creating more and more extra private buyer experiences, shifting the main focus from transactions to interactions. Nowhere is that this extra current than on TikTok, the place the platform rewards manufacturers that genuinely perceive and have a good time their communities.
The Three Pillars of Humanized TikTok UGC Technique
1. Neighborhood Pondering
The best UGC campaigns begin with group, not content material. Perceive your viewers as individuals first, shoppers second. What are their pursuits past your product? What challenges do they face? What makes them chortle, cry, or really feel impressed?
2. Emotional Resonance Over Viral Mechanics
Hear, I get it. Chasing TikTok traits is tempting. Nonetheless, essentially the most highly effective UGC emerges from real emotional connections. As an alternative of starting with the query, “What’s trending?” begin with “What issues to our group?” Suppose: human experiences: creativity, belonging, achievement, or transformation.
After all, do not abandon leisure fully, in any case, TikTok continues to be a platform the place enjoyable wins. However the enjoyable ought to really feel pure, not pressured. The authenticity shines by means of when customers create content material as a result of they genuinely wish to share their expertise, slightly than as a result of they’re incentivized to carry out.
3. Collaborative Creation
TikTok has created a brand new future for advertising that goes past easy user-generated content material to co-creation, the place manufacturers and customers collaborate to develop concepts, narratives, and merchandise. This collaborative method has the magic energy of turning clients from passive shoppers into model advocates. In the event you’re capturing for advocacy over short-term outcomes (and you have to be), that is the place you must spend your time.
Newly up to date: Discover our interactive studying module for ideas and tips on how one can optimize your TikTok advertising in 2025
Established UGC Methods That Work on TikTok
There are two primary overarching UGC methods: natural and paid. Natural UGC is content material that your real-life clients share freely. It is essentially the most genuine sort of UGC and performs exceptionally effectively on TikTok’s algorithm. Let’s contemplate a number of natural methods:
1. The Model Hashtag Technique
A singular hashtag can function a rallying level to your group. In contrast to different platforms the place hashtags can really feel performative, TikTok hashtags turn out to be actions. The secret is creating hashtags that encourage storytelling slightly than simply product placement. Suppose #MyTransformation slightly than #YourBrandName. Nonetheless, in my expertise, these trending hashtags are notoriously difficult to fabricate artificially and infrequently happen naturally.
You’ll be able to seek for trending hashtags on TikTok Inventive Centre:
2. Problem-Primarily based Campaigns
Create compelling campaigns constructed round enjoyable or engaging challenges that invite participation as a part of your TikTok UGC technique. Being a part of a problem can energize your viewers and generate buzz round your model. Nonetheless, profitable TikTok challenges really feel natural to the platform’s tradition slightly than like advertising stunts – this is not simple.
3. The Inventive Suggestions Loop
Maximize model engagement with Person-Generated Content material (UGC) by means of a artistic suggestions loop, a cyclical course of selling fixed enchancment and alignment together with your advertising targets. Take the time to reply meaningfully to UGC, that includes creators in your content material, and constructing ongoing relationships slightly than treating UGC as a one-way content material stream.
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Uncover the newest ideas and techniques to succeed in, have interaction and delight your viewers by means of natural TikTok advertising
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Constructing Your UGC Framework
Earlier than you rush out the door to construct your complete advertising technique round UGC, let’s take a second to create a framework to set your self up for achievement. This is how one can method it with a human-first mindset:
Outline Your Objective Past Model Consciousness
What function does UGC serve in your advertising technique? Probably the most profitable TikTok UGC campaigns serve a number of functions: constructing group, offering social proof, and creating genuine connections. Your framework ought to prioritize human connection over vainness metrics.
Begin Small, Suppose Deep
Start together with your most engaged group members slightly than attempting to succeed in everybody directly. These early adopters turn out to be your proof of idea and your greatest advocates. High quality of engagement issues greater than amount – ten passionate advocates are price greater than a thousand passive followers.
Create Clear Worth Change
Do not anticipate to obtain with out giving. My Mum at all times taught me by no means to show up empty-handed, and UGC is not any totally different. Give again, maybe with early entry to merchandise, unique group options, or just the satisfaction of contributing to one thing significant.
Case Research: Glossier’s Neighborhood-Pushed Success
Glossier’s TikTok technique exemplifies humanized UGC completed proper. Reasonably than creating polished magnificence tutorials, they amplify actual clients sharing genuine moments with their merchandise. Their method demonstrates a number of key ideas:
- Neighborhood Over Content material: Glossier does not simply accumulate UGC – they domesticate a group. They commonly characteristic actual clients, reply personally to feedback, and make customers really feel genuinely seen and appreciated.
- UGC Factories (Their Shops): When you have ever been right into a Glossier retailer, you’ll perceive what I imply by this – much less of a standard retailer, and extra just like the backstage dressing room of a popstar. Merchandise are out for all to strive with big mirrors and an aesthetic that speaks their clients’ language, hypnotically speaking “take movies of your self in our retailer and share them on TikTok”.
- Collaborative Spirit: Glossier typically entails its group in product growth choices, asking for enter on shades, formulations, and packaging. This collaborative method makes clients really feel like companions slightly than simply shoppers.
The outcomes converse for themselves: hundreds of real tales, genuine engagement charges constantly outperforming business requirements, and a group that feels genuinely related to the model. What made this profitable wasn’t the attain however the depth of emotional connection.
Measuring Human-First UGC Success
Efficient UGC administration entails figuring out content material that aligns with model values, however measurement goes past conventional metrics. Deal with engagement high quality, group progress, and long-term relationship constructing.
Observe how UGC contributors have interaction together with your model over time – do they turn out to be repeat clients? Do they proceed creating content material? Do they suggest your model to others?
Probably the most significant metrics for human-first UGC embrace:
- Remark sentiment and high quality of conversations
- Creator retention and repeat participation
- Neighborhood-driven attain (how typically UGC will get shared by different customers)
- Lengthy-term buyer worth from UGC contributors
Implementation Finest Practices
1. Make Participation Easy
Take away friction from the UGC creation course of. Present clear inspiration, however not inflexible scripts. One of the best UGC campaigns really feel easy to take part in whereas nonetheless producing content material that serves your model aims.
2. Amplify Authentically
Whenever you share UGC, achieve this in a means that celebrates the creator, not simply your model. This is not the ‘you present’. Correct attribution, real appreciation, and continued engagement with creators will assist construct a group of advocates slightly than a group of one-time contributors.
3. Construct Programs for Real Scale
As your UGC group grows, create methods that keep the non-public contact whereas dealing with elevated quantity. This would possibly imply creating creator relationship administration processes, creating extra easy content material tips, or constructing subtle methods to find and amplify nice content material.
The Way forward for Human-First UGC
The shift towards humanized UGC represents greater than a tactical change – it basically reimagines the connection between manufacturers and clients. And I adore it. As an alternative of broadcasting messages to audiences, we’re facilitating conversations inside communities.
This method requires persistence, authenticity, and a willingness to cede some management over your model narrative. However for manufacturers keen to put money into a considerate TikTok UGC technique, the rewards prolong far past views and engagement metrics. You are constructing a group of real advocates supporting your model throughout platforms and over time.
Probably the most profitable manufacturers of the subsequent decade will not be these with the largest budgets or essentially the most subtle expertise. They will be those that keep in mind advertising is finally about human connection, and that UGC is just essentially the most highly effective solution to facilitate these connections at scale.
So, what are you ready for? Get on the market and begin inspiring UGC to your model.
Core Module
Optimize your natural TikTok advertising
A part of the Social media advertising Toolkit
Uncover the newest ideas and techniques to succeed in, have interaction and delight your viewers by means of natural TikTok advertising
Be taught Extra
