Have you noticed that your Instagram and TikTok feeds are constantly filled with product placement and advertisements? Sometimes, it’s not posted by the brand directly, but still seems like an ad. Well, you are not the only one! In fact, it’s a strategic marketing tactic called user-generated content (UGC) that businesses use. With social media and short-form content dominating our time and entertainment, businesses have utilized content creators to create UGC. This model has proven to be extremely effective, and creators have benefited greatly from it. Content creators who were initially making content for fun now have the opportunity to promote products for substantial money, all for something they already do!
UGC Creators have a unique advantage and influence over their followers. Although they do not interact with their viewers face-to-face, they establish a “personal” connection by often sharing their lives or interests. Now, viewers are buying products based on their favorite creator’s recommendations and content because of the trust followers place in them. This is such a powerful tool for businesses. Instead of relying solely on a sales team, businesses essentially outsource their sales efforts to creators to promote and refer their products. If a viewer wants to learn more, they are directed to the business, where they often find a small discount code and access to detailed product information. Not only are advertisements flooding our feeds, but UGC is also taking over.
Sales can often be a personal experience with a special touch from the salesperson that makes the potential customer think. Now, a new strategy is in the mix that does not even require personal interaction. Now, consumers encounter content from their favorite creators that encourages them to buy. Reflect on your own experiences on social media such as Instagram and TikTok. What does your feed include? Are your favorite creators promoting something outside of their personal brand? Perhaps they are simply using a branded product in their latest video. Consider these things during your next short-form content consumption.
Honestly, this topic totally resonates with me too. I’ve noticed that also my feed is packed with content creators that I like are trying to show off products. It makes it not feel like an ad, until I really think about it or when that promo code pops up at the end of the promotion. It is definitely crazy how natural these content creators are making ads look just because we watch their content so often, so it doesn’t feel like an ad.
I find this to be true, and it is a sneaky way of promoting a product. Most people see ads and realize that they don’t need the product, even if they know that it is good quality, but the moment they see their favorite content creators using the product, they feel like they need it, even though they really don’t. It is a method of creating a need in someone’s mind, simply by having a creator unofficially endorse it.