Before we get things started let's cover the basics. What is UGC creative?
It stands for ‘User Generated Content’. It’s original, brand-specific content created by customers, usually posted to a social network. Stackla states, 90% of consumers say that authenticity is important when deciding what brands to support. And guess what 60% of consumers think is the most authentic style of content? UGC.
User generated content is great because it’s unique. Each creator will have their own spin or style to add to the video, keeping the content fresh. They also know their audiences super well, which means they can make content that they know is going to pop with their audience and really resonate with them. As well as this, it builds trust in your brand. People seeing others that they can relate to using your product is likely to build brand sentiment and therefore improve trust as well as brand equity.
So, how do you source UGC creative?
Use TikTok to search directly
It could take a little while, but conduct some research of your own. Head to the search bar and type your niche into TikTok, for instance ‘mums of TikTok’. Filter the videos to the last 3 months (so everything in your results is current and up to date, coming from active accounts) and make a list of all the accounts within a target follower range of about 10k-200k. If there's anyone that really stands out and aligns with your brand or brief specifically, you should be adding them to your list too. Once you have your list you should be reaching out to these creators to start building a relationship.
Search using niche-specific hashtags
While you were researching creators within your niche, you most likely saw plenty of recurring hashtags. It’s a good idea to make a note of these so you can search the trending hashtags following the same process as above. These two steps should give you a good idea about the creators out there within your niche, as well as what sort of content is resonating with your audience.
Use the TikTok creator marketplace
The TikTok creator marketplace is a resource created by TikTok to help brands find the right creators for them. Utilise what is available! Search the marketplace using keywords. However, something we have found is the searches can be slightly limited and aren’t as broad as the results brought back from searching within the app. It’s always improving though so make sure to watch this space.
Twitter is a great place to look for creators within the DTC twitter space. Make sure to follow prominent accounts and market leaders in the space as they are a constant source of value and resources. Some great creators we love right now that you can find on Twitter are:
Follow and drop them a DM for any UGC needs!
Other platforms to find UGC content
You don’t have to have creators on your roster, you can find other great freelance creators too at some of these websites:
Any of these platforms can work well when creators are briefed correctly.
Get in touch with us!
We’re working with over 200 individual creators that are creating UGC-style content for our clients every week.