UGC vs. Influencer Marketing on TikTok

With the growth of interest as well as appeal from platforms such as TikTok, there has been a fundamental shift in how ecommerce brands are able to market their products. This platform has given rise to, two unique channels for growth of user-generated content and influencer marketing. By providing its own in house tools such as Symphony Studio for the seamless creation of UGC with AI tools and features like TikTok shop and their creator marketplace, TikTok has been able to optimise both UGC and Influencer marketing without having to use multiple platforms.

But the question is that which strategy is better for your e-commerce brand? Join us as, this article, explores which of these marketing channels yields the most effective results based on the industry you are operating in.

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Understanding UGC and Influencer Marketing

• UGC (User-Generated Content): This simply put refers to real time users, creating real time content for your brand. With TikToks Symphony Studio, UGC creation is simplified with easy to use AI tools that can generate engaging content based your prompts, enabling you to scale your campaigns effectively.
• Influencer Marketing: On the other hand, you have influencer marketing, which involves leveraging creators or influencers with established loyal audiences, to engage your targeted niches. When you use TikTok Creator Marketplace and Influencer Hub, it makes it easy for organisations like yours to find influencers that are aligned with your targeted demographic, while TikTok Shop is enabling direct sales from these influencer videos.

Both approaches offer unique benefits, but their effectiveness depends heavily on your niche and target audience.

When to Choose UGC for Your Brand

Understanding when to use UGC can be quite tricky, though it is important to mention that, it works quite well for those industries that essentially thrive on authenticity. Consumers are more likely to purchase those products that are associated to real users experiences and opinions as compared to traditional marketing advertisements. Here is how different product categories can leverage UGC:

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1. Cosmetics and Skincare

• Why UGC Works: When it comes to beauty products, consumers want to see real, unscripted reviews. Short TikTok videos showing before-and-after transformations, skincare routines, or honest product demos resonate deeply with audiences.
• Video Ideas:
  • Tutorials and “how-to” guides created by real users.
  • Quick unboxings and first impressions.
  • Testimonials highlighting visible results.
• Key Advantage: UGC provides raw, unfiltered opinions that help build trust and authenticity, especially for smaller beauty brands trying to break into competitive markets.

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2. Jewelry and Accessories

• Why UGC Works: Videos showcasing jewelry or accessories in everyday settings feel aspirational yet accessible. Consumers are drawn to seeing how products look and feel in real life.
• Video Ideas:
  • Outfit styling videos featuring the accessories.
  • Close-up clips highlighting the details of the product.
  • Consumer reviews showing how pieces are styled for different occasions.
• Key Advantage: UGC is highly engaging and versatile, providing creative ways to showcase your products organically.

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Benefits of TikTok’s Symphony Studio for Creating UGC Content:

With TikToks in house AI tools, through Symphony Studio, e-commerce organisations can create content that is similar to the organic appeal of UGC. Additionally, through analysing customer trends and behaviour patterns, these tools can be used to optimise your video creation and ensure that there is maximum engagement while remaining relevant to your audience's needs.

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When to Choose Influencer Marketing for Your Online Store

Influence marketing is seen to be most effective within those market sectors that emphasise on styles and aspirations to boost their purchasing decisions. When you partner with the right individuals, e-commerce stores can effectively tap into larger audiences with already established and influential customers.

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1. Clothing and Fashion

• Why Influencer Marketing Works: Fashion is about inspiration. Seeing a trusted influencer confidently wear and style clothing encourages customers to purchase.
• Video Ideas:
  • Haul videos showcasing new arrivals.
  • “Day in my life” videos featuring outfits from the brand.
  • Trend-focused content like “Get ready with me” (GRWM).
• Key Advantage: Influencers bring a strong sense of trust and style authority, which drives sales and brand awareness.

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2. Footwear

• Why Influencer Marketing Works: For shoes, functionality meets fashion. Influencers can demonstrate comfort, versatility, and on-trend styles through dynamic, high-quality videos.
• Video Ideas:
  • Influencers reviewing shoes in action (e.g., workouts, hikes).
  • Styling tips for seasonal trends.
  • Videos highlighting unique features like sustainability or comfort.
• Key Advantage: Influencers can position footwear as aspirational yet practical, driving clicks, engagement, and sales.

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Benefits of TikTok’s Influencer Tools:

TikTok’s Creator Marketplace simplifies the task of finding influencers whose audience aligns with your target consumer niche. Meanwhile, TikTok Shop integrates seamlessly with influencer campaigns, allowing individuals to purchase their favourite products directly from the videos they watch, which in-turn significantly reduces friction in the buying process.

Making the choice between UGC and Influencer marketing on TikTok strongly depends on not only your marketing goals and product type. These methods not only build trust and loyalty but can speed up the conversion process for your e-commerce stores. With platforms like TikTok and their new in-house tools, you now have the ability to strategically optimise your campaigns and maximise engagement.

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