Marketing trends are always evolving, and currently we’re seeing a preference for UGC, which stands for user generated content. This is particularly common on short-form video platforms like TikTok but it’s also impacting the way we create ads across social media too. However, as is often the case with marketing trends, brands have been quick to jump on board with the trend without thinking adapting their approach to their own brand. In this article, we’re looking at which factors determine what makes a creator the right fit for your brand when it comes to UGC.
Budget
The first factor that will determine which kind of content creator you can partner with for UGC is your budget. The world’s biggest brands will have the ability to partner with A-list celebrities, well-known influencers and leading content creators when crafting UGC for their social media strategy. If you are working with a reasonable budget, it may be worth partnering with a TikTok marketing agency who can handle the selection of a UGC creator.
Small businesses that don’t have the luxury of a big marketing budget are more likely to turn to up and coming content creators with small followings. These types of individuals are obviously cheaper to work with but also won’t be able to compete with the reach of a world famous influencer. In this case, brands can use platforms like Clip that bridge the gap between small businesses and small-scale influencers.
Authenticism
Regardless of whether you are working with a 7 figure marketing budget or no budget at all, the same rules still apply when it comes to influencer marketing and content creation. One of the biggest rules that is often overlooked is the need to be authentic. When it comes to partnering with content creators, the partnership must appear natural and not transactional.
Always remember that the audience must believe that the content creator would actually use the product they are showcasing. For example, if you are promoting a vegan food product, partnering with a non-vegan content creator would not come across as natural and authentic.
Style
The other thing to consider is that every content creator will have their own style, and this must also marry up with your brand’s personality. Even though a content creator may align with your audience in terms of age and interests, their content style may not hit the mark. Take a B2B company with a corporate tone of voice for example, it probably won’t work to partner with a content creator that is known for humorous content.
Final Thoughts
While there are many things to consider when making sure you select the right content creator for your brand, budget, authenticity and style are three of the main factors that will influence your decision. If this is your first steps into the world of influencer marketing, it may be wise to work with an ecommerce digital marketing agency who are already likely to have relationships with content creators of all different sizes to match your budget.