The average American consumer is exposed to 4,000 to 10,000 digital ads per day—and as more brands hop on social networks like TikTok to promote their products, it is becoming increasingly more difficult for marketers to catch users’ attention. An over-saturation of influencer content and short attention spans are roadblocks for companies looking to generate more leads and boost sales.
While the influencer marketing market was valued at $16.4 billion in 2022 and remains popular, the strategy can lack authenticity. Consumers want to see people like them give honest feedback on products without the fluff–and statistics show that only 50% of millennials trust product recommendations from influencers.
But what if I told you there was a way to cut through the noise and create content that really resonates with people?
User-generated content (UGC) is the best way to succeed in today’s creator economy. UGC is created by everyday customers and content creators who want to highlight products that add value to their lives. This includes reviews, unboxing videos, social media shoutouts, and more. Marketers can implement this content into their strategies by partnering with UGC creators that align with their brand’s values and vision. Then, they can repurpose this high-quality content into their ad campaigns and organic social posts.
There is a misnomer that to be a successful UGC creator, you must have a big following. But many of the best creators start from scratch! After all, the goal is to make content that doesn’t feel like content—you just want to hype up brands you are excited about.
At Bambassadors, we are passionate about matching authentic UGC creators with today’s top brands and empowering them to scale through this content. With our experience working with Meta’s top advertising teams and as a TikTok Creative Marketing partner, we know how to find the top talent to produce meaningful assets for our clients.
Here are three tips and tricks for getting started as a UGC creator.
Find your niche
The first step to becoming a successful UGC creator is finding your niche. Sure, you can make videos on a variety of products that you love–but it is essential to focus on industries you’d like to partner with.
One of the most common industries for UGC creators to make content for is the beauty industry. Users are flocking to TikTok to watch reviews and demonstrations from customers just like them. The “deinfluencing” trend is also sparking great interest, where creators let their followers know what they shouldn’t buy and provide more cost-effective alternatives to fit their needs.
Young entrepreneurs should ask themselves the following questions to determine their niche:
- What types of products do I invest in the most?
- Is there an industry I am incredibly excited or knowledgeable about?
- What types of content would I most enjoy making? (Unboxing videos, demonstrations, “deinfluencer” posts)
Finding the answers to these questions will help you determine your niche. Remember that to be successful, you must be passionate and honest about what you share. There is a niche for everything, so don’t get caught up on which industries have the most views and engagement.
Sharpen your content creation skills
Once you choose your niche, it’s time to sharpen your content creation skills. You don’t need an expensive DSLR camera or a film crew to create content today. Instead, the best UGC creators have at-home setups that are affordable and adaptable to fit their needs. Additionally, today’s editing apps like CapCut and Splice, along with each social network’s integrated tools, are all you need to make videos that pique viewers’ interest.
While there are no rules to how UGC content should look, you want to find the balance between high-quality and conversational. Your video and audio components should be clear, and your edits should be smooth. You want to talk and portray the product like you are the viewer’s friend. Fun captions, props, and effects can be fun to experiment with as long as you don’t overdo them.
At my company, we recruit creators with a proven track record of making high-quality content that remains authentic and engaging—knowing where the line between “advertising a product” and “sharing a product” is critical.
According to Zippia, 86% of consumers consider a brand’s authenticity when making a purchasing decision. Make sure that honesty is at the forefront of your content.
You can do this by giving complete and honest feedback about the products you engage with. This includes criticisms or ideas on how brands can improve. As a UGC creator, you add your voice to the instantaneous feedback loop that helps brands grow and evolve into their best selves.
Additionally, telling your own stories or experiences with the product is a great way to drive authenticity and credibility, all while sparking emotion in the viewer’s heart, whether it’s laughter or talking about a pain point. Brands want to partner with you for your unique voice and perspective–Take this to heart, and you’ll be golden.
Dan Kleinman is the Chief Creative Officer of Bambassadors where brands can get creators to review digital or physical products and create video content to use freely across a brand website, social media, and paid ads.
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